By Flo Powell, Joint MD, Midnight
Why inclusive communication isn’t just good ethics – it’s good business
When big brands get it wrong, they really get it wrong.
From offensive advertising campaigns to tone-deaf internal training seminars, some of the world’s most recognisable names have made PR missteps that went viral for all the wrong reasons.
At Accountex 2025, I joined Mo Kanjilal – DEI expert and co-founder of Watch This Space – to unpack what happens when businesses fail to include diverse perspectives in their communications.
The consequences? Public backlash, brand damage, and in some cases, a direct hit to the bottom line. But it doesn’t have to be that way.
This blog explores what happens when companies get it wrong, what good looks like, and how to build inclusive strategies that protect your brand and reputation – particularly in professional services PR, where a misstep can have long-lasting consequences.
Why this matters – the business case for diversity
Diversity, equity and inclusion (DEI) aren’t just buzzwords. They’re tied directly to profitability and performance.
A landmark study by McKinsey found that companies in the top quartile for racial and ethnic diversity were 35% more likely to outperform their peers financially. But inclusion is where many fall short – especially for black employees, who continue to report lower levels of belonging in the workplace.
In B2B PR, particularly across sectors like accountancy, finance and legal, clients and stakeholders expect communications that are not only professional – but also principled. That means prioritising inclusive messaging internally and externally.
When it goes wrong – five campaigns that failed the inclusion test
We’ve seen too many examples of brands missing the mark. Here are just a few of the most glaring missteps:
- Heinz (2023): After a wedding campaign was criticised for reinforcing racial and gender stereotypes, Heinz followed up with a Halloween ad that sparked accusations of blackface imagery. The public response? Outrage. The brand issued back-to-back apologies, but the damage was done.
- Gucci (2019): Released a jumper resembling blackface, complete with exaggerated lips. A failure of internal checks, it caused global backlash and led to questions about the company’s internal diversity.
- Pepsi (2017): An ad featuring Kendall Jenner attempted to align the brand with Black Lives Matter. It trivialised systemic issues and was swiftly pulled after mass criticism.
- H&M (2018): Perhaps the most egregious example – the “Coolest Monkey in the Jungle” hoodie worn by a black child model. The racial undertones sparked international outrage.
- Bud Light (2023): A campaign featuring trans influencer Dylan Mulvaney provoked backlash from conservative groups and led to boycotts. The issue wasn’t the inclusion – it was the failure to anticipate the response, revealing a lack of understanding about their core audience and how to navigate social change.
Each of these examples poses the same question: How did this get approved? And the answer is often the same: not enough diverse voices at the table (or those voices not being heard).
Accountancy firms are not immune
Think professional services are safe from PR disasters? Think again.
- EY (2019) held a training seminar at the height of the #MeToo movement advising women on how to “dress and act around men.” It was swiftly labelled sexist and outdated.
- PwC and KPMG (2025) are struggling to meet their own DEI targets. Meanwhile, some US firms have rolled back diversity commitments under political pressure – prompting criticism and internal confusion.
- PwC US (2025) invited only Black and Latino students to a careers event, excluding White and Asian applicants. The result? Accusations of reverse discrimination.
These examples highlight the complexity of inclusive communications. Misguided initiatives – even if well-intended – can backfire if they’re not part of a broader, thoughtful strategy.
What good looks like – brands doing it right
Thankfully, there are bright spots.
- Deloitte UK continues to invest in DEI despite political headwinds in the US. CEO Richard Houston reaffirmed their commitment to inclusion and transparent reporting.
- Rolls-Royce launched its ‘Being Like Me’ initiative, encouraging employees to share stories to foster empathy. The company has also achieved gender parity at board level.
- Cisco leads the way with data-driven DEI, including annual pay audits and its ‘proximity initiative’ to promote allyship.
- BT Group has committed to a 50/50 gender split and better representation of minority groups by 2030.
In Digital PR, these reputations don’t build themselves. They’re the result of consistent, credible, and inclusive communication – backed by action, not just statements.
So, what can you do?
Not every business has the budget or reach of a multinational. But every organisation – large or small – can start somewhere. Here’s how:
1. Know your starting point
Run an anonymous staff survey to understand the current diversity of your team. You can’t improve what you don’t measure.
2. Prioritise media training
Great professional services PR starts with strong spokespeople. Media training can help your leaders communicate D&I commitments authentically and avoid language pitfalls.
3. Set transparent goals
Avoid vague DEI statements. Be specific, measurable and honest about your progress.
4. Avoid tokenism
Superficial gestures – like one-off campaigns with no follow-through – can do more harm than good. Make sure your actions match your messaging.
5. Build diverse teams – and listen to them
From campaign ideation to sign-off, include a range of perspectives. This goes for your internal team and your external agency. Without diversity in the room, blind spots remain blind.
As Mo Kanjilal writes in her blog for Midnight, inclusive communications don’t just save time and confusion – they help people feel seen, valued, and respected. And that’s the foundation of trust in every professional relationship.
Inclusive comms = digital reputation insurance
In an AI-driven, always-on news cycle, a single misstep can live on forever in search results. That’s why Digital PR and inclusive communication go hand-in-hand.
The best way to avoid becoming the next PR horror story? Prioritise people. Build diverse teams. Be curious about your blind spots. And take inclusive communication seriously – because the business case is just as compelling as the ethical one.
Want to futureproof your brand’s reputation?
Get in touch to explore media training, inclusive messaging audits, and B2B PR strategies designed to help you communicate with clarity, credibility and care.
