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Brands Promoting Lighthearted Altruism

A casual approach to inclusivity focused campaigns by brands.

Culture Compass
Culture Compass
GenderMale, Female, Others
Age BracketKids, Teens, Young Adults, Grown Ups, Middle Aged

Sometimes, an emotion-driven with an intense tone for conveying something might not prove to be a very effective one. Addressing this, a few brands and organizations are diverting from the primitive forced marketing campaigns and advertisements to a casual and inclusive form of campaigns. This results in heartfelt communication from presenter to the consumer, which is proving to be a good approach towards bringing out campaigns focused on inclusivity. Possibly the only way to break the stigma associated with it.

In the past few months, there have been numerous examples of brands that used lighthearted altruism into their advertisements and campaigns. For instance, one of The Burger King ads employed Eduardo, a cheerful man who is blind. The advertisement showcases how he enjoys the burger on a very casual note. Another such example includes Hanes, the affordable and comfortable American brand which started a campaign- “Every Bod.” This was themed on the idea that men of different ages and body types could wear the comfortable innerwear offered by the same brand. Others include Parody’s campaign of hiring people with disabilities and #BlurTheBoundaries campaign by Aditya Birla group.

References – Ads Of The World

Culture Compass
This new lighthearted approach for taking up inclusivity as a campaign by brands is unique. Community now a days, want a crisp, honest and casual approach for social issues, which most of these brands are tackling with such light-hearted campaigns.


  • Popularity 5.0
  • Inventiveness 6.0
  • Engagement 6.0
  • Human Centricity 7.0

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