How can brands can stand out, while designing products for all? This is the core questions tackled during this in-depth conversation among Ni'Kita Wilson, vice president of product development at OUAI; Stacie Smith, marketing director, Sundial Brands; and Andrew Miller, marketing manager, hair care, NA, BASF.
Here, Wilson, Smith and Miller outline the key tools brands must have to harness the relevance and growth potential of true inclusivity:
- Consumer knowledge and intimacy
- Giving voice to the underrepresented
- Featuring representation in marketing, R&D, supply chains and organizational structures
- Innovating around unmet needs
- Being authentic