MAM
63% surveyed more likely to buy from brands that made inclusive efforts: Wunderman Thompson global report
Mumbai: Wunderman Thompson launches ‘Inclusion’s Next Wave,’ a global trends report outlining the driving forces behind the next wave of inclusion. The report reveals the powerful role brands can play by putting inclusion at the heart of their business, in storytelling, design, and in the workplace, creating authenticity and reflecting life as it is lived. Through extensive research, Wunderman Thompson Intelligence has identified key trends in inclusion that are on the rise and 10 actions authentically inclusive brands and businesses can take from the office to the Metaverse to show up for their audiences.
82 per cent of the study’s respondents feel that actions on inclusion and equality should be integrated throughout the entire business, with 63 per cent more likely to buy from brands that made more effort to represent people like them. Customers will reward brands that deliver on inclusion, with 66 per cent of people agreeing that they are more inclined to buy from companies who speak out on issues of equality and inclusion, and 60 per cent of people agreeing that brands who do not deliver on inclusion will become irrelevant.
Wunderman Thompson also studied representation in media such as TV and film. Of the groups that feel most underrepresented, 46 per cent of neurodiverse respondents say there aren’t enough characters depicted on screen that share their traits, followed by 45 per cent of disabled people; 42 per cent of people with mental health issues; 35 per cent of LGBTQ+ and 35 per cent of people aged 60 and over; and 32 per cent of underrepresented racial groups.
The study also brings to light issues that are rising in a rapidly changing era, such as how brands must now pivot to ensure that they are building safe, accessible, inclusive, and democratic digital spaces (82 per cent of those who have heard of the metaverse believe that companies should make special efforts to ensure digital worlds are accessible to everyone). On the other hand, 83 per cent agree that brands should not use digital spaces as an excuse to avoid providing accessible spaces in the real world.
Wunderman Thompson Intelligence global director, ‘Inclusion’s Next Wave’ editor-in-chief Marie Stafford said, “Businesses and brands will not hit the mark if they don’t hire, collaborate with, and support marginalised groups. Recent events have intensified existing inequalities, and the global conversation is gaining momentum, but this new research shows just how much consumers want to see more inclusive actions from brands. They have a powerful role to play in building a truly inclusive world, and those who take this into consideration can deliver authenticity and better reflect the real world, and in turn, reap the rewards of doing so.”
Key trends in inclusion that are on the rise:
• Intersectional storytelling: Diversity both on-screen and behind the camera is shaping a new era of inclusive storytelling.
• Inclusivepreneurs: Entrepreneurs from underserved communities are innovating for themselves
• Mass inclusive design: Accessible products and services are hitting the mainstream as brands target mass distribution.
• Meta-inclusion: As we build new virtual worlds, brands have an unprecedented opportunity to build in inclusion, accessibility, and equity from the start.
• Revolutionary rest: Exhausted from constantly fighting their corner, marginalised communities are giving themselves permission to focus on rest.
Wunderman Thompson global head inclusive design Josh Loebner commented, “Driven by a range of external factors, the next wave of inclusion is upon us. But the journey is just beginning, and there is a huge opportunity for brands to deliver better products, spaces, and experiences by putting inclusion at the heart of their business to ensure they stay relevant and capture both consumer attention and spending power.”
Vignettes of companies breaking inclusion barriers appear throughout the study, from a lingerie brand that democratised desire among the disabled community and people over 50, movements shining a light on men’s mental health, and stories of digital sanctuaries for segments of inclusive communities to be themselves. It outlines rising trends in inclusion, how inclusion affects product development, workplace dynamics and the bottom line, and includes first person accounts of challenges and benefits from people with full spectrums of identities from around the world.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
