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Diageo takes inclusion very seriously in its marketing

Diageo takes inclusion very seriously in its marketing

 October 27, 2022

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Diageo is launching an inclusive design training programme for its marketers to drive further inclusivity across its products, advertising campaigns, physical brand experiences, and the wider design and creative industry.

Developed in partnership with leading design, brand, and semiotics experts, the training builds marketers understanding of inclusive design principles and empowers them with the knowledge of how to remove unconscious bias from the design process and celebrate the individual and cultural differences of the consumers they are designing for.

Completing Diageo's inclusive design training

All 1,200 employees across Diageo’s Marketing and Innovation teams will complete the training before it is rolled out to Diageo’s agency teams across the world.

“Whether it’s a photoshoot, social media campaign, product, or visitor attraction, inclusivity must sit at the heart of the design process. Our new training gives our marketers the knowledge, tools, and best-practice examples to design in ways that celebrate our consumers’ physical, mental and culture differences and make our brands accessible and relatable to everyone," said Diageo Global Design Director, Jeremy Lindley.

Committed to driving diversity in design

Diageo is also committed to driving more diversity in the design and creative industry. For the second year running, Diageo, together with Google and Adidas, is sponsoring D&AD Shift in London and New York, a free night school programme for new creatives who do not have a university degree. 

“Our vision for inclusive design is to unlock an explosion of creativity not only with our own brands but within the wider industry. We’re learning every day and by empowering our marketing teams to challenge how they’ve traditionally approached design – from a deeper understanding of the end-user to how they commission a designer – we hope to bring us all closer to a more tolerant and inclusive world," continued Jeremy.

Partnership with a disability charity

Diageo’s commitment to inclusive design has seen a partnership with disability charity, Euan’s Guide, to ensure an accessible and inclusive environment at the new Johnnie Walker Princes Street visitor attraction in Edinburgh, Scotland. Inclusive Design principles were incorporated into the building’s design by the architects from day one, including the installation of a Changing Places toilet for disabled visitors who are unable to use conventional accessible toilets, and the multi-sensory visitor experience was curated with apparent and non-apparent disabilities in mind.

For the Smirnoff Spicy Tamarind in Mexico, the brand team commissioned an artist from Mexico City to ensure the local culture authentically came alive in the launch campaign and packaging design.

Building on Diageo's Progressive Marketing

The inclusive design training programme announcement builds on Diageo’s Progressive Marketing commitment which aims to create an advertising and media environment where, from script to screen, everyone sees themselves represented. A significant achievement from this commitment includes a Guinness partnership with The Sun to co-create an 8-page Women’s Six Nations Championship Guide to inspire the publication’s 8 million sports fans to support women’s rugby.


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Diageo employees do more than build brands. They are part of - and help create - a more inclusive and sustainable society, shaping a future that's worth celebrating.

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