June is a dual milestone: it’s Pride Month and the lead-up to Juneteenth. Both commemorate struggles for visibility, equity, and liberation. But in 2025’s politically charged climate, brands must do more than post rainbows or hashtags—they must build campaigns grounded in real representation and inclusive values.
Because right now, marketing is either part of the problem—or part of the progress.
Language That Includes—Not Excludes
Inclusive copy isn’t just about correctness—it’s about connection. Here are some practical before-and-after copy shifts that reflect a more thoughtful approach:
Before. “He will love our Father’s Day deals.”
After. “Celebrate the father figures in your life with something special.”
Before. “Summer bodies are made in the gym.”
After. “Summer confidence starts with self-love—your body, your way.”
These rewrites aren't just stylistic—they’re strategic. They broaden the audience and affirm diverse identities, experiences, and emotions.
Aerie’s “#AerieREAL” Campaign: A Game-Changer
One of the most defining moments in inclusive marketing came from Aerie, the American Eagle lingerie brand. In 2014, they launched the “#AerieREAL” campaign—ditching Photoshop, featuring models of all sizes, and showcasing women with disabilities, chronic illnesses, and un-retouched skin.
At a time when polished perfection dominated fashion marketing, this was radical. And it worked.
Within one year, Aerie saw a 20% jump in sales. But more importantly, they built brand loyalty among a generation hungry for honesty. The brand has continued to evolve its inclusivity by spotlighting non-binary individuals, body hair, and skin conditions—turning what many brands would hide into points of pride.
Read about the AerieREAL campaign impact
The Power of Photography in Representation
Visuals are often the first impression your audience gets—and they matter deeply. A case study by Getty Images and Citi revealed that when brands move away from generic, homogenous stock photos and instead feature real people from underrepresented groups, both trust and engagement metrics rise.
A few places to source inclusive imagery:
More Than Just a Moment
True DEI marketing isn’t a campaign calendar addition—it’s a commitment to showing up, consistently and intentionally. Especially during Pride and Juneteenth, brands have an opportunity to reflect values in action:
- Hire diverse creatives behind the scenes.
- Feature lived experiences in your content, not caricatures.
- Use inclusive language guides like GLAAD or Conscious Style Guide to audit tone and terminology.
- Celebrate cultural moments without commodifying them.
A Culture of Courage
In 2025, being inclusive is often framed as controversial. But that’s where leadership shows. As author Chimamanda Ngozi Adichie says, “The problem with stereotypes is not that they are untrue, but that they are incomplete.” Our role as marketers is to complete the picture.
And campaigns like #AerieREAL prove: authenticity is not just ethical—it’s profitable.
Now’s the Time
This June, move beyond seasonal gestures—embrace a commitment to authentic storytelling. Invest in visuals, voices, and values that reflect the true breadth of human experience. Because inclusive marketing isn’t a moment—it’s a movement. And in a divided world, trust is the most powerful brand currency you can earn.