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Marketers at brands including Guinness, Johnnie Walker and Smirnoff will receive inclusive design training in order to ensure future brand campaigns and experiences reflect physical, mental and cultural differences among consumers.
Drinks business Diageo has announced plans to enroll the 1,200 staff working in its marketing and innovation team in an inclusive design program in a bid to remove unconscious bias from the design process and ensure promotions are accessible for all.
Employees will complete training within the next 12 months, before the project is scaled across Diageo’s extensive roster of agency partners.
Inclusive design—which removes biases and assumptions so that users don’t feel excluded due to disability or other impairment, demographics or other long- or short-term circumstances—is distinct from accessible design, which focuses on building seamless experiences for those with disabilities.
Diageo’s commitment to the former comes as brands are increasingly considering how to make their touchpoints work better for everyone.