Why Brands Can’t Afford to Ignore Intersectionality in Their Campaigns

As conversations around diversity and inclusion continue to evolve, there’s one concept that every brand and marketer needs to understand if they want to connect with modern audiences truly: intersectionality.

At GottaBe! Ethnic, we work with brands every day that are striving to communicate more inclusively. While many are making real progress, a common pitfall we see is treating identity as one-dimensional. That’s where intersectionality comes in and why it matters now more than ever in marketing.

What Is Intersectionality and Why Does It Matter in Marketing?

Intersectionality is the idea that people’s experiences are shaped by multiple overlapping aspects of identity, such as ethnicity, gender, sexuality, religion, ability, and class. These facets don’t exist in isolation; they interact and influence how individuals move through the world, including how they perceive and engage with brands.

Coined by legal scholar Kimberlé Crenshaw, intersectionality reminds us that inclusion isn’t about ticking boxes. It’s about recognising the full complexity of people’s lived experiences.

In marketing terms? If you’re not considering intersectionality, your campaigns are likely missing the mark for a large number of people.

Real-Life Identities Are Multi-Layered

Let’s consider a few examples of intersectional identities that exist right here in the UK:

A Black British Muslim woman who navigates both racial and religious bias, and may experience misogyny differently from others.
An LGBTQ+ South Asian youth who is balancing cultural expectations with their own personal identity.
A neurodiverse first generation parent adjusting to a new culture while also seeking inclusive healthcare and education for their child.

These identities aren’t niche – they’re real, common, and part of multicultural Britain’s everyday makeup.

1 in 6 people living in the UK are from an Ethnic Minority, and collectively, this group has a spending power of over £300 billion. So, when brands overlook the complexity of these communities, they’re not just missing a moral imperative… they’re missing a huge commercial opportunity.

But even more importantly, overlooking intersectionality can signal to audiences that they don’t belong — that their full selves are not seen or valued by the brands speaking to them.

Traditional Segmentation Is No Longer Enough

Many marketing strategies still segment audiences by broad, surface-level traits: “women aged 18–34,” “British Asians,” “Muslims,” “Gen Z.” But what happens when someone falls into multiple of those categories?

Traditional segmentation often flattens the complexity of identity, which can lead to campaigns that:

Speak too generally to feel personal
Reinforce stereotypes
Overlook the nuanced challenges and aspirations of key audience groups

Despite the growing diversity of the UK, only 1 in 5 UK companies are actively reaching out to Ethnic Minority consumers. This gap between reality and marketing strategy highlights how many brands still rely on outdated segmentation and miss vital audiences in the process.

When multicultural marketing is approached without an intersectional lens, it shows and audiences notice. Without that consideration, your brand could unintentionally contribute to feelings of disconnection, invisibility, and exclusion.

The Pitfalls of Single-Identity Campaigns

It’s not uncommon to see campaigns that focus on one dimension of identity – say, gender or race – but fail to recognise how other factors might influence that experience.

For example, a campaign celebrating Black History Month might spotlight Black men in sport or entertainment, but overlook Black women, Black LGBTQ+ figures, or Black Muslims entirely. This kind of narrow representation can unintentionally leave audiences feeling unseen.

When marketing efforts only scratch the surface of identity, they fail to resonate. In fact, 69% of people from Ethnic Minority backgrounds say UK media has little or no relevance to them – a clear sign that representation still isn’t hitting the mark.

The risk? You appear out of touch, and your efforts to be inclusive feel tokenistic rather than authentic and meaningful. And with that, you miss the opportunity to build something powerful: a lasting sense of trust, connection, and belonging.

The Power of an Intersectional Lens

When you consider the multiple, overlapping identities of your audience, your campaigns become:

More inclusive – reaching people who are often sidelined
More authentic – reflecting real life, not just assumptions
More effective – because audiences are more likely to engage with content that speaks to their true selves

And critically, they become more human — helping to create a sense of belonging, especially for people who are used to being underrepresented or misunderstood in mainstream marketing.

Taking an intersectional approach shows that your brand sees people as they are, not just as audiences. And when people feel seen, they’re far more likely to feel like they belong.

Practical Tips for Building Intersectional Campaigns

So, how do you move from awareness to action? Here are a few ways to start:

Involve lived experience in your planning
Speak directly with people from the communities you’re trying to reach. Their perspectives will help you understand what really resonates (and what doesn’t).
Collaborate with community representatives or consultants
Don’t guess… ask. Bringing in cultural consultants or grassroots organisations can provide valuable insight and steer your messaging in the right direction.
Use data beyond demographics
Psychographics, behaviours, language preferences, and cultural nuance are just as important as age, gender, or location. Dig deeper to go further.

Let’s Build Inclusive Campaigns That Reflect Real Life

If you’re ready to stop treating identity as a checkbox and start building campaigns that reflect the real, intersectional makeup of your audience, we’re here to help!

Plan your next campaign with intersectionality in mind – speak to our team.