How inclusive is your brand? The answer may vary by region

Diversity and inclusion are often spoken of as universal principles. But their meaning – and how they’re enacted – can vary from one country to another. Shaped by distinct histories, social structures, and cultural attitudes, what’s considered inclusive in one region might not resonate the same way elsewhere. In fact, well-meaning initiatives can occasionally provoke misunderstanding or even backlash when viewed through a different cultural lens.

One example came in October 2022, when Nigeria introduced a ban on non-Nigerians appearing in advertisements. The aim was to promote local talent and counter the dominance of foreign ideals in the country’s media landscape. While some hailed the policy as a step towards cultural self-determination, others – particularly from Western perspectives – saw it as conflicting with ideas of multiculturalism. In Western contexts, diversity tends to focus on visible representation from a range of ethnic backgrounds; in Nigeria’s case, exclusion was being used as a tool to challenge long-standing power dynamics.

A similarly striking contrast can be seen in China’s campaign against so-called “sissy men” – a derogatory term used for young male celebrities who don’t conform to traditional gender norms. The Chinese government framed the crackdown as an effort to promote masculinity and national pride. For many outside China, particularly in Western countries where inclusion increasingly embraces gender fluidity and a broader range of identities, the move felt regressive and at odds with global conversations about gender.

These examples underscore the fact that diversity and inclusion aren’t neutral or uniform concepts. They are deeply contextual – and for international brands, that makes things complex.

Historical roots and local dynamics

To understand Nigeria’s approach, it’s important to consider its post-colonial context. For decades, Nigerian advertising disproportionately featured white faces – not as a reflection of the population, but as an echo of colonial-era assumptions that associated foreignness with quality and success. The 2022 ban wasn’t just a regulatory decision but more of a statement. It marked an effort to redress imbalances, rebuild national identity, and reposition Nigerian standards as aspirational on their own terms.

In China, the focus on traditional masculinity links to broader demographic and political concerns – including falling birth rates, weakening family structures, and fears about the erosion of cultural identity. The government’s stance is less about aesthetics and more about reinforcing state-endorsed values that it believes are key to long-term social cohesion.

Other parts of the world take different approaches again. In the Middle East, inclusion in advertising may centre more on religion or age than on gender or ethnicity. In Japan, seniority and age can carry more weight than other diversity markers. Each region reflects its own priorities, shaped by local experience and worldviews.

The tightrope for international brands

For global brands, this diversity of interpretation creates a genuine dilemma. How do you uphold inclusive values consistently while remaining sensitive to local norms?

A Western-centric model – however well-intentioned – risks being out of step with how inclusion is understood elsewhere. For example, in parts of the Middle East, gender roles are heavily influenced by religious doctrine. A marketing campaign promoting equal leadership opportunities for women might be perceived not as progressive, but as a cultural provocation.

The same is true of ethnic diversity. In highly multicultural societies like the UK or US, it’s common to see ethnically diverse faces in campaigns as a matter of course. But in places like Japan or South Korea, where societies are more ethnically homogenous, such campaigns can come across as forced or tokenistic. There, it may be more effective to focus on regional identity or intergenerational differences than on ethnicity.

In India, social class and caste remain relevant. Efforts to promote inclusion often centre on caste-related inequalities – a very different emphasis from Western diversity agendas.

Respecting difference without abandoning principles

There’s a fine line between cultural respect and the dilution of core values. Some global brands wrestle with this openly. A beauty brand that champions self-expression and LGBTQ+ visibility in Europe may find itself toning down these messages in more conservative markets – potentially opening itself to criticism on both sides.

Others try to reconcile the two by adapting how their values are expressed, without abandoning them entirely. But this isn’t always easy. What works in one place may alienate audiences elsewhere. And yet, to apply a single standard everywhere is often unrealistic.

Ultimately, every brand must decide where its red lines are – and where it’s willing to flex. Those choices have reputational consequences, both locally and globally.

Inclusive marketing in practice

So, how can your brand navigate this complex terrain? Here are a few practical considerations:

1) Contextual intelligence: Start by understanding how diversity is framed locally. Engage local experts who can offer nuance and insight beyond what research alone provides.

2) Local adaptation: Tailor campaigns accordingly. A message about gender equality might emphasise leadership roles in Europe but focus on shifting domestic norms in parts of Asia. Same value – different angle.

3) Authentic local representation: Work with local influencers or spokespeople who can convey the brand’s message in ways that feel genuine and grounded in local experience. This helps avoid tokenism and builds trust.

4) Expand the lens: Go beyond gender and ethnicity. Diversity can include age, socioeconomic background, region, ability, and more. In some markets, these dimensions are more relevant – and more resonant – than those that dominate Western discourse.

5) Ongoing reflection: Culture evolves. What’s inclusive today might not be tomorrow. Brands need to monitor feedback, keep listening, and stay ready to adapt without losing sight of their broader commitments.

. . .

A global principle, locally expressed

Inclusion isn’t a static concept. It shifts, flexes, and refracts depending on where you are. For brands operating across borders, success lies in treating inclusion not as a checklist but as a conversation – one that balances local realities with global aspirations.

The challenge is real – but so is the opportunity. Brands that can navigate this space with intelligence and empathy will be better placed to connect meaningfully with diverse audiences worldwide.

This article is an edited extract from Beyond Borders: The Power of Local Expertise in an Algorithmic World – a new book from Oban International. To find out how Oban can help your brand expand across markets with greater cultural intelligence, get in touch.