What Role Does DEI Play in Black Friday and Cyber Week Marketing?
DEI Is Your Key To Success In The Holiday Season
How was your Black Friday and Cyber Week shopping? Did you notice campaigns that felt personal or meaningful? Maybe an ad featured people who looked like you, or a store celebrated traditions you hold close. These moments weren’t by chance—they’re examples of how diversity, equity, and inclusion (DEI) are transforming marketing.
Think about this: 78% of shoppers say they prefer brands that reflect diversity in their advertising. That’s because inclusive campaigns aren’t just ethical—they’re impactful. They make people feel seen. And in today’s world, that matters more than ever.
Why Shoppers Expect More Than Just Discounts
Holidays like Black Friday and Cyber Week aren’t just about discounts—they’re opportunities to connect with a wide variety of customers. Shoppers come from all walks of life, bringing different cultures, traditions, and expectations. Inclusive marketing helps brands say, “We see you.”
Last year, I walked into a store during Black Friday and noticed a beautiful Lunar New Year display. It wasn’t just the products that caught my attention—it was the thoughtfulness behind celebrating a tradition important to so many shoppers. That simple gesture made me feel like the brand cared about its community.
Big brands are catching on. Walmart in the US highlights Latino-owned businesses in Black Friday promotions, and Sephora features underrepresented beauty creators. In Canada, Sobeys and Superstore embrace Lunar New Year and Diwali with curated festive displays. These efforts go beyond sales; they create belonging.
How Inclusive Campaigns Are Transforming the Holidays
Over the past few years, holiday marketing has shifted dramatically. It’s no longer about checking boxes with diverse imagery or slogans. Now, the most impactful campaigns dig deeper, celebrating traditions and connecting meaningfully with communities.
For example, in the U.S., Walmart has made it a point to feature Latino-owned businesses during Black Friday promotions. It’s not just a marketing move—it’s a way to uplift small businesses and connect with a growing segment of shoppers. Sephora is another standout, highlighting underrepresented beauty creators in its Cyber Week gift guides, making everyone feel included in the holiday shopping frenzy.
Canada has its own share of inspiring examples. Superstore leans into Lunar New Year celebrations with specialty foods that bring a taste of home to many families. Sobeys, on the other hand, curates beautifully designed Diwali gift baskets filled with sweets that spark joy and nostalgia. These efforts feel personal, not performative.
Meanwhile, Tesco in the U.K. reflects the country’s cultural diversity with holiday promotions that include halal, kosher, and vegan options. And in Australia, Woolworths ties Cyber Week into Chinese New Year by offering festive meal kits and in-store decorations that make the holidays feel inclusive for everyone.
These campaigns aren’t just clever marketing—they’re a reflection of the world we live in today, where customers want brands to understand and celebrate their unique experiences.
How Different Industries Are Embracing Inclusive Marketing
Inclusive marketing isn’t just for retailers or tech companies—it’s reshaping how businesses in every sector connect with people. Whether you’re running a grocery store, a university, or a consulting firm, inclusivity has the power to create deeper, more meaningful relationships with your audience.
In public relations and marketing, inclusivity is changing the way campaigns are designed. Agencies are collaborating with diverse influencers who bring real, relatable voices to brand storytelling. Many firms are also helping clients navigate cultural nuances, ensuring campaigns resonate with authenticity and avoid common missteps.
In higher education, universities are rethinking how they engage prospective students and families. Campaigns now feature diverse student stories and are often multilingual, making it easier for everyone to feel connected to what the school stands for. Some institutions are highlighting cultural celebrations like Lunar New Year or Indigenous Peoples’ Day to show that diversity isn’t just a talking point—it’s part of their identity.
Government organizations are also stepping up. Public health campaigns have started using more inclusive language and visuals, ensuring their messages reach communities that were once overlooked. For example, multilingual vaccine outreach campaigns have helped non-English-speaking groups feel informed and included. Local governments are also making civic engagement more accessible by creating voter education campaigns that celebrate cultural diversity.
In tech and IT, companies like Microsoft and Google are leading by example. They’ve developed tools like adaptive keyboards and screen readers that make technology accessible for people with disabilities. Meanwhile, initiatives to bridge the digital divide, like affordable internet access programs, are giving underserved communities the tools they need to thrive in a tech-driven world.
Recruiting and consulting firms are showing how inclusivity builds stronger teams and better businesses. Recruitment campaigns now spotlight diverse leadership and emphasize the value of different perspectives. Consulting firms are sharing stories of how they’ve helped clients build more inclusive workplaces, proving that DEI isn’t just a buzzword—it’s a driver of real results.
Of course, retailers and grocery chains are making some of the biggest strides in inclusive marketing. Take Sobeys in Canada, which curates Diwali gift baskets that bring a sense of home to shoppers. Or Superstore’s Lunar New Year displays, which showcase specialty foods that celebrate cultural traditions. Even larger retailers like Hudson’s Bay are combining Christmas, Diwali, and Lunar New Year displays, ensuring every customer feels welcomed. These efforts go beyond products—they’re about making people feel seen.
Across industries, inclusivity isn’t just about representation—it’s about action. Whether it’s through creating accessible products, celebrating cultural traditions, or making messages more relatable, inclusive marketing is helping businesses build trust and loyalty. And when people feel valued, they’ll keep coming back—not just as customers but as champions of your brand.
How to Avoid Falling Into the Tokenism Trap
Getting DEI right requires more than surface-level efforts. Customers can spot tokenism and cultural insensitivity a mile away. For example, featuring diverse faces in ads is great, but if the rest of your campaign excludes underrepresented voices, it can feel hollow.
Here’s how to avoid common missteps:
Work with diverse teams to ensure authenticity.
Test your campaigns with focus groups that reflect the people you’re trying to reach.
Make DEI part of your year-round strategy, not just a holiday push.
Authenticity matters—when customers see that you genuinely care, they’ll respond with loyalty.
Blending DEI With Sustainability for Deeper Impact
Shoppers today care about values. Many, especially Millennials and Gen Z, want brands that combine inclusivity with ethical practices. Patagonia’s “Don’t Buy This Jacket” campaign during Black Friday is a great example. It encouraged mindful consumption while reinforcing the brand’s commitment to sustainability and fair labor.
When DEI and sustainability go hand in hand, brands create campaigns that resonate deeply with socially conscious consumers.
A Quick Checklist for Inclusive Holiday Marketing
Want to make your campaigns more inclusive? Start with these steps:
Feature diverse talent in your ads and promotions.
Offer multilingual messaging where appropriate.
Ensure your website and physical locations are accessible.
Highlight products from underrepresented creators or small businesses.
Partner with diverse suppliers for promotions and campaigns.
The Best Campaigns Don’t Just Sell—They Celebrate
The holiday season is about connection and celebration. Inclusive marketing gives businesses a chance to reflect the diversity of their customers and build deeper relationships.
What stood out to you this Black Friday and Cyber Week? Did you see campaigns that celebrated diversity or brought people together? Let’s keep the conversation going and highlight the b