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February 10, 2025
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3 minute read

Avoiding Tokenism: How to Build Authentic Campaigns

Author: Christina Clark

Tokenism in marketing is easy to spot and even easier to call out. When brands treat an important topic or theme as a checkbox rather than a core value, audiences see right through it.

With that in mind, we wanted to weigh in on how brands can go beyond surface-level representation and create campaigns that truly resonate. As we celebrate Women’s History Month (and every other themed month on the calendar), let’s talk about avoiding tokenism in marketing and building campaigns that feel real, not forced.

Tokenism 101: What Not to Do

Tokenism is the corporate equivalent of saying, “See, look––we are diverse, so we’re good!” It happens when brands speak to diversity purely for optics, without any follow up or continued efforts to highlight what diversity means to them. The result? A shallow, performative campaign that falls flat and fails to resonate.

Here are some classic examples of tokenism:

  • Featuring a single underrepresented person in an ad with no depth or backstory.
  • Only talking about women’s empowerment or racial diversity during specific months, then going silent the rest of the year.
  • Using diverse imagery in marketing while failing to foster an inclusive workplace internally.
  • Jumping on a social movement trend without contributing anything meaningful.

How to Walk the Talk

So, how do you ensure your marketing efforts are meaningful and not just performative? It’s about celebrating your people, your partners, and your audience in a way that feels genuine and ongoing—not just tied to a specific month or trending topic.

Celebrating individuals, groups and ideas in marketing should be intentional, not performative. Consumers want brands that reflect and respect their realities, not ones that pander. Because authenticity isn’t just good ethics––it’s good business.

1. Celebrate Your People Year-Round

A great campaign starts with your own team. Highlight employees throughout the year, not just on themed days. Feature their stories, insights, and contributions in your marketing, internal communications, and events. This not only makes your brand more authentic but also strengthens employee engagement and brand loyalty.

2. Partner with Experts, Creators, and Organizations

Work with thought leaders, content creators, and businesses that bring different perspectives to the table. Whether it’s through influencer partnerships, co-branded content, or sponsorships, these collaborations ensure your marketing is informed and impactful.

3. Build Themed Days Into a Bigger Strategy

Women’s History Month, Black History Month, Pride—these are important, but they shouldn’t be the only time you highlight these communities. Integrate their voices, products, and contributions into your year-round strategy, whether that’s through ongoing campaigns, evergreen content, or product development decisions.

4. Show, Don’t Just Tell

Consumers want more than promises; they want proof. If your marketing campaigns champion women in leadership, make sure your company actually supports that through hiring, mentorship programs, or funding women-led businesses. Marketing should reflect reality, not just aspiration.

5. Make Your Message Consistent Across All Channels

Authenticity comes from consistency. If your social media campaign celebrates a given topic, but your website, email marketing, and customer service efforts don’t reflect the same values, audiences will notice. Ensure your messaging is aligned across all touchpoints so that your brand’s commitment to representation feels seamless and credible.

The Bottom Line

Celebrating individuals, groups and ideas in marketing should be intentional, not performative. Consumers want brands that reflect and respect their realities, not ones that pander. Because authenticity isn’t just good ethics––it’s good business.

So, as you craft your next campaign, ask yourself: Are we just checking a box, or are we creating something that truly resonates? The difference between the two is what sets meaningful marketing apart from the noise.

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