Marketing with Purpose - Chiến lược xây dựng niềm tin và giá trị cho thương hiệu

Marketing with Purpose
Playbook
Designed to empower all types of marketers to start your 'Marketing with
Purpose' journey with strategies, research, insights and actionable tactics
to build a more trusted brand.
Microsoft Advertising. Intelligent connections.

Introduction
It’s about building trust and
creating shared meaning
When we talk about being purposeful as marketers, we often think about the traditional
cause marketing strategies that tick a box and satisfy some of our traditional success metrics
but there is much more to marketing with purpose. From striving to communicate brand
values authentically in ads, to the way we operate our businesses that support our corporate
responsibility commitments or adhering to the governing laws and best practices of our
industry when it comes to privacy and accessibility, all of these provide connection points for
people to build a more meaningful and trusted relationship with your brand. There are
brands all around us that lead with purpose and achieve exceptional results, both for society
and for their bottom line. But, it's easy to see purpose as something intangible, something
that you pursue after you've taken care of business-as-usual. We think purpose is critical to
today’s world and much more tangible and impactful in creating brand value, employee
value and customer value. In this playbook we will share research insights and strategies to
help start you on a journey with Marketing with Purpose.
85%
of consumers say
they’ll only
consider a brand
if they trust the
brand.
Who knew that when we started a new decade, that we’d soon be
faced with not just one, but multiple global crises that are touching all
of humanity? A pandemic has forced entire industries to shift priorities
from growth to survival and wholly reinvent the customer experience,
and a social justice movement that is revolutionary in its scale is
impacting, inspiring, and asking for change from every single brand
out there. Marketing with Purpose is more important than ever. As a
brand, sitting on the side-lines is no longer an option. This means
putting customers and communities first, prioritizing customer and
employee safety, and empowering employees – and supporting
customers – to get involved in social justice initiatives. People are
looking for brands to be authentic and to act with purpose, especially
in the face of change and uncertainty.
More uncertainty is to come. Brands that have been on the journey of Inclusive Marketing
are being joined by those who are just starting. This is exactly where brands need to be. Your
customers – who are worried about work, health, who they can count on – have never cared
more about your business’s values and practices than they do today. People have been
reflecting on what’s most important. And they’re voting – decisively – with their wallets.
Marketing with Purpose is how your company operates and stays not only relevant, but also
aligned with society, in the face of this uncertainty.
Source 1. The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019

Introduction
This is…
Marketing with Purpose.
Build a brand that’s welcomed into people’s lives by earning their trust and upholding
their values, as well as your brand values. It starts with respecting their right to privacy
which builds brand equity. Trust grows into loyalty by recognizing people's values and
responding authentically. That’s Marketing with Purpose.
We conducted several consumer research studies to understand the drivers of a trusted
relationship and the actions brands can take to grow trust and brand value. What we
learned is brands have an amazing opportunity to create relationships with people that
lead to incredible loyalty. These findings have resulted in three important areas of focus:
responsibility, values, and inclusion. In this playbook we will share ways to plan for and
execute in these three areas.
Marketers play a powerful role within their company to build trust and business value
through purpose-driven marketing. The big question around trust is how best to create it.
The key is authenticity and genuine, personalized experiences woven together through a
strategy of Marketing with Purpose.
Responsibility
Trust
Inclusion
Values
Personalization

Introduction – Responsibility, values, inclusion
To help you answer this big question around how best to create a trusted relationship with
your customer, we have focused on key areas to plan for and execute in these three areas. In
the area of responsible marketing, we will highlight best practices about privacy, data
security, transparency, and accessibility: all governed by laws varying in different countries.
Then to help you explore how to make the most out of exploring that values drive values,
we’ll provide information on ethical advertising, consumer value considerations and how
brand values play a role in creating shared meaning. Lastly, for inclusive marketing, we’ll
share our activation model, how to develop an inclusive keyword expansion strategy and
best practices we’ve discovered from our research that will guide you.
Responsibility
Privacy
Transparency
Brand safety
Accessibility
Values
Ethics
Brand values
Consumer values
Inclusion
Inclusive Marketing
Activation Model
Inclusive keywords
Metaphors for inclusion

Introduction – The Loyalty Curve
Our two research studies as well as our observations of the market opportunities found
specific attributes that build consumer trust starting with responsibility, becomes stronger
through shared values and leads to loyalty through inclusion and authentic brand
experience. This graph illustrates the key themes that surfaced in each of the three core areas
of Marketing with Purpose: responsibility, values and inclusion.
Drivers of Trust, Love and Loyalty
Responsibility Values Inclusion
Respects privacy, protects
my personal information
Is open and honest about
how my data is used
Supports ethical practices
Stands for what I believe in
Proactively solves issues
if products or services
don’t deliver
Delivers on promises made in
their advertising and
marketing
Is genuine and
authentic
Is for someone like
me
LOYALTY
Brand trust
Brand
love
Source 1. The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019; The Psychology of
Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020
Accessible brand
experiences

Introduction - Authenticity
Authenticity is the most
important attribute to creating
trust and building brand love
In our Trust research, consumers rated “is genuine/authentic” as the most important attribute in
building trust. While in our Psychology of Inclusion and the Effects in Advertising study, Inclusive
Advertising done authentically, feels like connection and family, it produces the feelings of joy
and trust.
Let’s explore how to create an authentic and genuine brand experience
when you engage your customers.
There are two main strategies that can help create a more authentic and genuine brand
experience. First, start with knowing your brand values and ensuring that what you do in
marketing externally is also true internally. Ensure that your brand mission is woven throughout
how you do business, including your advertising – because how you do business in today’s
world is your marketing. Second, explore consumer value trends, then find the common values
with your brand’s values and there you’ll discover genuine ways for your brand to connect with
people with shared values.
You don’t want to just reach the right people; you want to make them feel seen and understood
by your brand. That your brand is, “for someone like me.” It’s more than the claims you
make, it’s consistent actions across channels and over time. Your success will be measured by
how people embrace and advocate for your brand because they feel you are that trusted friend
they found in a brand.
Say hello to authentically connecting to your audience
Authentic inclusive messaging is built through repeated, multi-channel exposure. Brands who do
not engage in an inclusive approach to business now, will be forced to play catch up in the
future with those brands who do invest now. These brands will earn the association of inclusive
advertising with “Leader,” “Genuine” and “Trustworthy” drivers. Investing now, despite what
might appear to be minimal gains with the general population (gen pop) will likely continue to
grow over time as gen pop becomes more “inclusive-centric” with the aging of today’s youth. It
is worth noting that the data shows a positive correlation with age with the impact of inclusive
messaging on brand associations of recommendation, genuineness, and purchase intent.
1. The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019
2. The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

Introduction
Authenticity drivers
differ by industry
Let’s explore how to create an authentic and genuine brand experience when you engage your
customers based on our research. Don’t forget to also explore how to be more authentic in
representing what people value in “The role of Values” section of this playbook. You can expand
your campaign addressing the various values people hold, across verticals, and across the
variety of human experiences.
In Travel, authenticity is about “experiences”.
Consumers want travel brands to go above and
beyond, providing a personalized experience. They
want the brand to understand and recognize how
important they are as a person. Consider the
person’s preference, what was their last experience
like?
In Retail, authenticity is about “value”.
It comes down to providing a strong value
exchange – do consumers believe the perceived
value of the goods equal to the price? Consumers
want appropriate quality for the price they paid
and unbeatable deals.
In Financial Services, it’s about a “strong
customer experience”.
Providing peace of mind, hassle-free experiences,
and exceptional customer service help build an
authentic brand in this vertical.
In Autos, it’s about “accountability”.
Delivering on promises made in your advertising,
along with proactive problem solving are key.

The role of
responsibility
How marketers can be
responsible stewards of the
customer experience
Privacy
Transparency
Accessibility
Responsibility
Trust
Inclusion
Values
Personalization

Responsibility
starts with responsibility
Trust is not static. Companies need to constantly earn people's trust by focusing
on responsibility. Start by actively engaging with people and being transparent with your
practices on privacy and data collection. Ensure you protect people's data with the highest
security. Remain in compliance with the laws in your market including addressing
accessibility. Have a strong set of principles that respects people's rights of which you
stand by and governs how you advance data, technology, and equity.
Top six ways to demonstrate responsibility that can build trust
1. Delivers on promises made in their advertising or marketing
2. Respects my privacy
3. Protects my personal and sensitive information
4. Is open and honest about how my personal data will be used
5. Proactively solves issues if products or services do not deliver as expected
6. Provides accessible customer experiences
There are very specific drivers of trust rooted in how marketers and brand strategists overall can
demonstrate responsibility. Based on our research we will focus on three core areas of responsibility to help
you bring to life Marketing with Purpose. We will also provide other actions you can consider to help your
customers feel respected. The core areas we’ll focus on are privacy, transparency, and accessibility.
Source 1: The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019

Responsibility
Responsible marketing and
having respect for your
customers is paramount
Responsibility from a Marketing with Purpose standpoint is understanding the laws in your
market with regards to data privacy, targeting, and considering ethics with targeting, as
well. It’s also taking responsibility for understanding cultural nuances, language preference,
and accessible customer experiences. Be sure to research your local laws to inform your
marketing beyond what we explore here. With half of consumers feeling like they aren’t
getting good value out of sharing their data and information, it means that there is an
opportunity for marketers to step in and bridge this gap.
With half of consumers feeling that they aren’t
getting good value out of sharing their data and
information, there is an opportunity for
marketers to step in and bridge this gap.
15%
32%
13%
40%
Privacy compliance is essential
Who is responsible for privacy?
40% - the business collecting the data
15% - the government, by creating laws around
how data is collected and used
13% - the individuals who are sharing their data
32% - all of the above
Use our key takeaways from Modern Marketing is Accessible Marketing https://aka.ms/accessiblemarketing
to understand the business case for Inclusive Design in your business and accessibility in your marketing,
your advertising, and your overall customer experience. There are 1 billion people in the world with a
disability, 70% are not visible, and most websites are not accessible.
Be sure to check out our Accessible Marketing eBook at https://aka.ms/accessiblemarketingebook for
comprehensive tips and checklists on how to build accessibility into your marketing so you can reach,
resonate and serve more people.
Source 1: 2020 Consumer Privacy and Brand Trust Research, Microsoft Advertising and iProspect
Source 2: UN Factsheet on people with disabilities - https://www.un.org/development/desa/disabilities/resources/factsheet-on-persons-with-disabilities.html
Source 3: Invisible Disabilities Association Survey https://invisibledisabilities.org/what-is-an-invisible-disability/
Source 4: https://www.akeaweb.com/learn-about-web-accessibility/resources/accessibility-statistics/

Privacy and Transparency

Data will grow in value
and people will not want
to share it without trust.
Data without trust is a commodity,
and increasingly less valuable. Data
with trust unlocks countless
opportunities to be more valuable
to consumers and brands alike.
That’s what we are optimizing for.
Rik van der Kooi
Corporate Vice President, Microsoft Advertising
“ “

Responsibility
Brands that provide clarity
and choice will build trust
in the area of privacy and
data collection
An imbalance in the value exchange breeds distrust, and distrust leads to
fickle, not loyal customers.
51%
of consumers don’t
feel like they have a
choice when it
comes to opting into
data collection.
91%
of consumers are
concerned about the
amount of data
companies collect
about them.
66%
of consumers don’t
understand how
their data is being
used.
When an imbalance exists in the value exchange, it causes a disconnect between brands and consumers, and
often, customers don’t understand the value of the exchange. In fact, 66.7% of survey respondents said they
have little to no understanding about how their data is being used by companies. When asked if
respondents provide personal information 40% said they refused to provide data because the company
either didn’t disclose or they didn’t understand how the data was going to be used.
When an imbalance exists, engaging with customers in meaningful ways is left to chance, and customers can
become uninterested or, worse yet, disenchanted with the brand. If consumers don’t see value in providing
their personal data, businesses cannot personalize the customer experience because they don’t have enough
information to understand what the customers wants. Content may be irrelevant or uninspiring, or, more
likely, delivered to the wrong audience at the wrong times.
Source: 2020 Consumer Privacy Research by Microsoft Advertising and iProspect

Responsibility
The true value of data,
lies in the exchange
Whatdoesonepartygiveup,andwhatdoestheotherreceive?
People will give their personal data in order to get something of value. Here are the top
five “Gets” people want in exchange for their “Give”.
The amount of data generated and collected in the last decade has grown exponentially.
Today’s marketers are questioning what data they can collect and use – in addition to how
they provide value to and establish trust with their customers.
Outlined in the whitepaper, “In Brands We Trust”, a 2020 survey of 24,000 consumers from
16 countries we discovered that 91% of respondents are concerned with the amount of
data collected and half don’t feel like they have a choice about what is collected. With
2/3rds of respondents not understanding how their data is being used it highlights the
gap between marketers and consumers when it comes to privacy and the value exchange
of data. There is no one-size fits all solution for what consumers want or expect from
sharing their data, but one thing is clear – marketers can earn trust by better explaining
how they will use the data to create more meaningful and purposeful experiences based
on consumer values.
Top 5 ways people feel it’s worth sharing
their personal data
1 Personalized rewards/discounts on
frequently bought items
2 Personalized pricing
3 Free samples or gifts
4 Free access to a service
5 Free or upgraded shipping options
Top 5 data types consumers have most
concern with sharing
1 Credit card number
2 Social security number
3 Financial information
4 Biometric data
5 Computer IP address
*Source: 2020 Global Consumer Privacy by Microsoft Advertising and iProspect

Being a responsible marketer also
means brand safety and choosing
wisely where you place your client’s ads
Responsibility
Here is what you should require of the advertising platforms you
place advertising on for your clients:
⃣ Minimum of 300 targeting IDs for targeting purposes. *
⃣ Publishers who do not share user activity with third parties.*
⃣ Publishers who do not associate Personally Identifiable Information (PII)
with user activity for ads.*
⃣ Publishers who provide transparency of domains where your ads
appeared in a publisher report.*
⃣ Publishers who give as many options as possible to the consumer choice
in use and control of their personal data.*
⃣ Publishers who require encrypted checkout pages with valid SSL
certificates for shopping campaigns.*
⃣ Publishers who deploy technology that provide platform-wide protection
to help uphold your brand safety standards.*
*Microsoft Advertising adheres to this requirement
Building trust through responsible marketing also means that where you place your
advertising is just as important as all the performance levers provided by the publisher.
Performance never is more important than honest and trusted advertising. Marketing with
Purpose means knowing the advertising platforms that you trust your budgets with have
features and policies that help you build trust with consumers. One way to evaluate the news
site that you place your advertising on is to review them against NewsGuard's standards of
credibility and transparency. With Microsoft's partnership with NewsGuard, these safety
measures are automatically in place on our owned and operated news publishing sites. To
help advertisers achieve their advertising goals while implementing the right guardrails to
protect their brand, Microsoft Advertising partnered with Integral Ad Science (IAS), the
global leader in digital ad verification, to offer an additional layer of brand safety protection
on the Microsoft Audience Network. By partnering with IAS to extend brand safety
protection into the Microsoft Audience Network, only validated inventory will make the cut.
IAS rating methodology never relies on single-source data to evaluate content — it weighs
competing evidence sources to create the most accurate and comprehensive rating of page
content, making it possible for marketers to maintain quality control for native ads, across
desktop and mobile web.

Privacy Compliance
Checklist for Marketers
Making it actionable. Privacy compliance is essential.
Allow consumers to:
Know how data is being used, shared or sold
View personal data collected about them
Edit or correct data
Delete personal data
Limit or restrict the use of data
Access and export data in a useable format
Responsibility
Trust
Inclusion
Values
Personalization

Responsible marketing with
accessible consumer
experiences
Landing page accessibility
Accessible links
Accessible customer service

Responsibility
Accessibility is an
opportunity
Inclusive organizations are proven to exceed businesses who do not
have inclusive practices. Some of the key highlights include:
28%
higher revenue
2x
higher net income
30%
better performance on
economic profit margin
Inclusive organizations
Outperform their peers
Attract top talent
75% of global workforce Millennials by 2025, choosing employers
who reflect their values
Diversity & inclusion is at the top the list
1.
2.
3.
4.
Source: Accenture study, The Disability Inclusion Advantage and Forbes: How millennials are re-shaping what's important in corporate culture

Responsibility
Accessible marketing is
responsible marketing
Let’s begin with a simple question: why is accessibility important? This is because over 1
billion people live with disabilities in the world according to the World Health Organization
and bringing equity to all matters. Historically people with disabilities have been excluded in
so many ways, but Marketing with Purpose can begin to reduce how their exclusion impacts
us all. Without accessible advertising, marketing and customer experiences, our marketing
campaigns and programs are unable to reach their full potential. Digital inclusion is
important because it provides access to services, products, data, information and education
for everyone. Their challenges are real and the business opportunity of including them is
large. We, as marketers, can recognize these exclusions, solve for them, and make a
difference not only in the lives of many people but in improved marketing and business
performance. Check out the Microsoft Accessibility Supplier toolkit for learning resources.
REACH MORE CUSTOMERS
⃣ Create accessible landing pages and
websites
⃣ Use alt text wherever and whenever
possible
⃣ Understand an accessible consumer
decision journey
EMPOWER YOUR CLIENTS
⃣ Become an accessibility subject matter
expert
⃣ Help advise on accessible marketing
resources
⃣ Deploy inclusive design principles
Check out Microsoft’s Fluent Design System which includes best-in-class accessibility,
globalization, and guidance as an out-of-the-box solution for websites, mobile, and cross-
platform experiences.
Download the plug-in for your browser https://accessibilityinsights.io/ and begin to learn
how to make your landing pages for your campaigns accessible. This free open-source
tool by Microsoft will highlight what accessibility issues are present and how to fix them.
Use the Accessibility Checker in Microsoft 365 to make any media or content more
accessible.
Learn the ten accessibility principles to building accessibility into your marketing from the
start https://aks.ms/accessiblemarketingebook.

Making Your Website Accessible Checklist
⃣ The site and all sections of the site are keyboard accessible.
⃣ The site is free of keyboard traps. The keyboard focus is never
trapped in a loop that cannot be escaped.
⃣ The site never loses focus and is always visible to the user when
moving through the page with the keyboard.
⃣ The tab order has a logical flow and structure.
⃣ Headings are nested properly and in a logical way.
⃣ Links are unambiguous, unique, and contextual and can be
understood when seen as a standalone element, i.e. “Learn more
about Inclusive Design Principles” vs. “Click here.”
⃣ All relevant images are described using an <alt> text.
⃣ All multimedia content and videos are appropriately described in
<alt> text and have appropriate captioning and audio descriptions.
⃣ All form inputs have explicit labels, and the instructions are
associated with inputs.
⃣ Tables are coded properly and have proper headers and column
attributes.
⃣ Frames are named, and all frames have a name element.
⃣ Flashing elements are compliant and elements that do flash on
screen do so at a rate of less than 3Hz.
⃣ Text has sufficient color contrast ratio of 4.5:1 with the background.
⃣ Site doesn't time out unexpectedly. Identify elements that may time
out and verify that the user can request more time.
⃣ Cascading Style Sheets (CSS) is not required to use the page and
the page makes sense with or without CSS.
⃣ Page titles are descriptive.
⃣ Required plug-ins are linked on the page.

Responsibility
Currently accessibility is a differentiator, but
let’s strive to make it standard in all our
efforts
Let’s introduce a concept from Inclusive Design principles, the Persona Spectrum. It
outlines that by designing for the edge of a population’s ability, where there are relatively
few in numbers, you end up designing a solution for all. This is an example of purposeful
personalization. For example, there are people today living with permanent disabilities,
but there are also people who are living with temporary impairments and situational
impairments. In the United States, there are approximately 25,000 people who lose an arm
each year1: permanent disability. There are 13 million people who experience an injury to
an appendage – think broken leg or torn rotator cuff: temporary impairment. Lastly, there
are 8M people who experience a situational impairment like holding a baby, which
removes your ability to use one arm. All these numbers are US based but the framework
applies anywhere. When you add up the numbers, that is 21 million people who can
benefit from a solution designed for the edge of ability because it can be extended to all.
To learn more about Inclusive Design, check out our Microsoft Inclusive Design hub.
Permanent
(one arm)
Temporary
(arm injury)
Situational
(new parent)
Now considering your customer experiences with the Persona Spectrum in mind, we see
that designing an online experience in today’s world, optimized for people with
disabilities, can benefit us all. When you caption a video, you are not only helping those
who cannot hear, but you might also be helping the working-from-home parent that
needs to turn off audio because they need to let their new-born baby nap next to them as
they attend a meeting. Captioning can also help those spouses who share a workspace
with each other.
Source: United States Census Bureau, Limbs for Life Foundation, Amputee Coalition, CDC.gov, Disability Statistics Center at the UCSF,
http://www.aboutonehandtyping.com/statistics.html

Responsibility – Accessible Link for Marketer’s Checklist
As marketers, we are always are designing call-to-actions or linking content from one
asset to another. Let’s focus here on responsibly marketing with these top accessible
marketing tips for links:
The Accessible Links for Marketer’s Checklist
⃣ Create informative text for links. Avoid uninformative phrases like, “click
here”, “here”, “more”, “read more”. Instead try “click here to order”.
⃣ Make the link length reasonable because people without vision cannot
visually skim through lengthy links; they must sit through the reading of
the entire text.
⃣ Images as links should always contain “Alt-text”, because it makes it more
accessible overall but also because the alt-text becomes the link
description. In this case however, the alt-text should convey the context
of the image the function of the link.
⃣ Link text must have a 3:1 contrast ratio from the surrounding non-link
text.
⃣ The link must present a “non-color designator” (typically the introduction
of the underline) on both mouse hover and keyboard focus.

Responsibility
Consider building an
inclusive customer service
support team for
customers with disabilities
If a customer called your customer support team and said they were using Assistive
Technology (AT) like Jaws, Dragon, or a different screen reader – would they know what the
customer meant? In 2012, with an idea and a small team of support agents, Microsoft
sketched out what eventually evolved into our Disability Answer Desk (DAD). Today that
hunch has led to over 1 million contacts from customers with disabilities and contributed to
numerous product improvements used by millions of customers daily. With these lessons and
experiences in our toolkit, we want to pass this knowledge to you.
Check out our Disability Support Playbook to help guide your own inclusive customer service
support team. In the playbook we share our top five lessons learned from our journey, to
help jump-start the conversation with clients to provide a more inclusive customer support
experience for people with disabilities.
For more information go to aka.ms/DisabilityAnswerDesk

The role of
values
Values drive value
Ethics and data bias
Brand values
Consumer values
Responsibility
Trust
Inclusion
Values
Personalization

Ethics and data bias
Ethical advertising is about truth, fairness, and equity in message and consumer
experience. An ethical advertisement is honest, accurate, and strives for human dignity. It
also considers the advertising environments that are chosen for placement and examines
your potential for data bias in analytics. There are fundamental promises in business that
we will explore from various perspectives: customers, employers, marketers, and society.
Data bias can live within our datasets and our marketing models, so we’ll explore ways to
uncover these potential blind spots.

Values
Ethical drivers are 3X more important to
company trust than competence
Ethics are a set of moral principles that govern a person’s behaviour or the conducting of an
activity. Based on the latest Edelman 2020 Trust Barometer, ethics are more important to creating
trust in companies than competence. Transparency is the most important ethical guiding
principle, as well as the need to conduct ourselves, our businesses, and our relationships with
consumers in a fair, honest, and forthright manner.
Percent of predictable variance in trust explained by each dimension:
Ethics
76%
Competence
24%
Source: Edelman 2020 Trust Barometer https://www.edelman.com/trustbarometer
Ethical advertising is extremely important to consumers and to our marketplace economy. With
the explosion of new technologies and the proliferation and use of consumer data, ethics in
online advertising is becoming increasingly essential to regain some of the trust we have lost,
especially among younger consumers. Consumers want and expect advertising to be held to
high ethical standards. It’s an industry-wide shared responsibility that we must further enhance if
we are to re-build consumer trust for our profession and brands.
Integrity
49
Purpose
12
Dependability
15
Ability
24

As trust is foundational to purchase consideration, ‘support ethical practices within their
company to promote positive economic, social and environmental impact’ ranks high in
creating trust. Amongst consumers, it ranked of even greater importance in driving trust
in the Retail (index of 108) and Financial Services (index of 101) verticals.
Trust is not something naturally given. It is earned. Consumers are not readily trusting of
the digital environment, making it even more critical for brands to focus on building trust
with their consumers - particularly our younger consumers, who are not naturally
predisposed to trust.
The importance of
ethical practices
Values

One of the most important attributes to creating trust with consumers is ‘truth in
advertising.’ The fastest way to break a customer’s trust is to promise something in your
advertising that doesn’t hold true the second they get their hands on the product. There
are too many ads online that are based on the “too good to be true” form of exaggerated
promises. All marketers need to rise above those tactics and ensure their advertising
accurately represents the product if they want to build brand love and loyalty with their
customers.
One way to guide your efforts as marketers striving for ethical advertising is to review the
purpose of the advertising. Is it to illustrate an exaggerated point of a product feature, or
are you claiming the extraordinary ability of the feature as truth? There is creative license
we exercise in advertising to be illustrative, but the difference between an ethical ad and
an unethical ad rests in the product truth. Is it an obvious analogy for the point you are
making, or are you claiming it as a true product capability? The wisdom of knowing the
difference is key and getting it wrong ruins the customer relationship, which over time
erodes business growth.
Truth in advertising
Values
Source: The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019
117 115 111
106 115 120
119 115 106
106 105 101
103 102 104
109 100 98
Trust Love Loyalty
Respects my privacy
Proactively solves issues if products or
services do not deliver as expected
Is genuine/authentic
Is for someone like me
Delivers on promises made in their
advertising or marketing
Top brand attributes to building trust, love and loyalty.

Examining advertising platform
environments
Values
Another opportunity for marketers to exercise ethical advertising based on values is to
examine the platforms where they consider placing their advertising and the ethical
principles expressed there. What policies do they have in place to protect consumer privacy
and provide transparency in data use? Do they clearly indicate what is advertising from what
is editorial? How do they ensure they provide quality content that consumers (and brands)
can trust? What are their policies to ensure there isn’t any user-generated content next to
ads that put brand safety at risk?
For example, Microsoft’s Bing search engine includes a multiple perspective feature when
surfacing search engine results on queries to help better inform a balanced selection of
information and protect against bias.
Additionally, Microsoft Advertising provides clear delineation of advertising from editorial
and includes reviews to give consumers confidence and peace of mind with ecommerce.

Advertisers must comply with all laws and regulations. It is the advertiser's responsibility to
ensure they know and comply with all applicable laws and regulations. Additionally, most
advertising platforms have their own policies to ensure that ads meet national and local
laws. Microsoft Advertising has policies that help create a safe place for consumers to
connect with brands and to ensure that all ads meet national and local laws. These policies
govern ads and keywords to ensure you and your customers have a great experience on
our advertising network.
Most policies help advertisers learn what makes a great ad, as well as what is and isn’t
allowed. The policies exist to ensure your ads meet the requirements for approval, and
don’t result in consequences or delays. Learn more about Microsoft Advertising policies.
Learn advertising
policies to protect
consumer trust
Values

Ethical targeting
Values
Digital marketing allows custom targeting of individuals with tailored messages and
experiences. However, just because you can target certain audience segments, doesn’t mean
you should. With targeting as a tool, you choose how to use it. There are open and
unanswered questions around ethical targeting, especially when it comes to creating lists that
encompass protected classes. The Civil Rights Act of 1964 is an anti-discrimination law that
created special protection, called protected classes, for certain groups of people including, but
not limited to, race, skin color, sexual orientation, age, and disability. There are times when
targeting based on these characteristics may not be deemed discriminatory and can create a
valuable user experience - for example, using targeting based on device type for screen
readers that adapts the landing page experience to one that is designed for keyboard-based
navigation.
The question still looms of whether it is ethical to create targeted lists on protected classes
based on how the targeting functionality is implemented, such as using targeting to exclude
individuals in protected classes from seeing advertising. For example, if you are a travel
provider, and you offer vacations to destinations that are not LGBTQI+ friendly or accepting, is
it ethical to place an exclusion on those individuals from seeing your ads? Is it your choice or
their choice that matters? There are also prohibitions to creation of remarketing lists based on
sensitive data. Sensitive data is information about a person's physical or emotional health,
sexual orientation, religion, or financial status. We recommend that advertisers follow industry
best practices where targeting or retargeting on sensitive categories is not prohibited by law.
Also, check out the policies of the ad platforms to ensure they don't allow targeting based on
sensitive data.
Advertisers can find more information on industry best practices in the Network Advertising
Initiative (NAI) code of conduct https://www.networkadvertising.org/code-enforcement.
Microsoft Advertising doesn't use any sensitive data or allow targeting of any sensitive
categories, such as health, age, race, political affiliation, or psychological profiles. Additional
information about Microsoft Advertising’s remarketing policy can be found on the remarketing
policy page.

As marketers, contending with and working towards eliminating bias applies to all of us.
Our job is to understand and identify potential bias that can live within our datasets and
our marketing models. Bias in data produces biased models, which can be discriminatory
and harmful. It can easily taint the outcomes from analysis, which can lead to missed
opportunities in marketing execution or even damage your brand. There is a long list of
bias types, and it is good to be familiar with many of these. A great resource is the
Harvard Implicit Bias Tests, which you can use to explore and learn about the variety of
biases.
Let’s talk about Data Bias. The fact is that almost all big data sets generated by systems
powered by machine learning based models are known to be biased, but we can take
steps to minimize it. A thorough evaluation of the available data and its processing to
mitigate biases should be a key step in modelling. We must ask questions like: is there
enough diversity represented in the dataset? Is there enough diversity represented in the
individuals who are doing research? Is there enough diversity in the teams building and
reviewing any models? Fortunately, there are a growing number of tools available that
help marketers, engineers and data scientists to evaluate and assess the fairness of their AI
systems. One such example is Microsoft’s open source toolkit Fairlearn. Explore the tools
available to help catch and reduce the bias in your systems.
Contending with
data bias in marketing
Values

Think beyond what and who you know.
Values
Problems with data bias are well-documented and can be found in the marketing model’s
that marketers use to make decisions about who to target and how to communicate with
customers. There are numerous ways bias can enter advertising campaigns. For example,
using predictive analytics for segmentation models can result in a stereotype of an ideal
customer that may have higher conversion and lifetime value. Yet, when marketers focus on
these ‘model customers’, they risk missing growth opportunities by not appealing to other
market segments.
For instance, a marketer might conclude that a luxury accessories brand should target
women, because gender appears to correlate with a higher purchase probability. You might
assume that only women buy luxury handbags. However, gender may just be a red herring.
Income could correlate to a much higher degree with conversion. The resulting bias of only
targeting women would limit your opportunity. We invite you to have deliberate curiosity
about long-held beliefs, because you might be accidently leaving out the boyfriend or
husband looking to buy one for his partner or a non-binary gender expressing woman who
may buy a luxury handbag for her partner. Data collection is usually excluded with this third
category of gender, non-binary or third-gender, which creates inherent biased experiences
for some customers.
Similarly, Microsoft’s purchase decision research has shown that women drive 51% of SUV
sales, dispelling the myth that men make the car purchasing decisions. Brands that lead in
this area can enjoy a leading market position, greater sales velocity, and brand loyalty.
Source 1: Microsoft Advertising, Automotive, 2019. IHS Vehicle Sales. 2018 – 2019 (March).
Source 2: https://www.inc.com/melanie-curtin/3-ways-millennials-differ-from-generation-z-in-2019-trends.html
Source 3:https://www.washingtonpost.com/magazine/2019/11/20/rise-nonbinary-fashion-photo-essay/?arc404=true
Source 4: https://blog.kickresume.com/2020/01/10/2020-gen-z-in-workplace/

⃣ Compare the value of nonbrand search vs. brand search by any dimension
of diversity, like ethnicity, gender, sexual orientation, geographic, economic
to name a few. Make sure you influence early the populations that favors
nonbrand segment strategies to capture their early consumer research.
⃣ Use broad match modifier to uncover new nonbrand queries for keyword
expansion.
⃣ Invest in audience-based cross-channel strategies. Microsoft Audience Ads
have been shown to drive lift in search clicks.
⃣ Use demographic bid modifiers to capture gender, geo, age specific
audiences with aligned ad copy to the diverse audience trend behaviour
uncovered by the nonbrand search analysis.
⃣ Consider non-traditional dimensions of demographics like a non-binary
consumer, or someone who identifies as female but shops for men’s
products, and vice versa.
Marketing considerations
to prevent data bias
Values
Example of top search terms by gender when shopping for a car in sequential order of occurrence
1 Nonbrand research
2 Brand research
3 Luxury interest
4 Reviews & ratings
5 Dealership research
6 Finance options
1 Luxury interest
2 Reviews & ratings
3 Brand research
4 Fuel efficiency
5 Vehicle segment: car
6 Nonbrand research
Female Male
Source: 1. Microsoft Advertising. 2018, February – July Female consumer data:
Researched UVs / Ended their vehicle journey on a top 14 economy UV Model

Ethical Advertising Checklist
⃣ PRINCIPLE 1: Advertising, public relations, marketing communications, news, and editorial
all share a common objective of truth and high ethical standards in serving the public.
⃣ PRINCIPLE 2: Advertising, public relations, and all marketing communications
professionals have an obligation to exercise the highest personal ethics in the creation
and dissemination of commercial information to consumers.
⃣ PRINCIPLE 3: Advertisers should clearly distinguish advertising, public relations, and
corporate communications from news and editorial content and entertainment, both
online and offline.
⃣ PRINCIPLE 4: Advertisers should clearly disclose all material conditions, such as payment
or receipt of a free product, affecting endorsements in social and traditional channels, as
well as the identity of endorsers, all in the interest of full disclosure and transparency.
⃣ PRINCIPLE 5: Advertisers should treat consumers fairly based on the nature of the
audience to whom the ads are directed, and the nature of the product or service
advertised.
⃣ PRINCIPLE 6: Advertisers should never compromise consumers’ personal privacy in
marketing communications, and their choices as to whether to participate in providing
their information should be transparent and easily made.
⃣ PRINCIPLE 7: Advertisers should follow federal, state, and local advertising laws, and
cooperate with industry self-regulatory programs for the resolution of advertising
practices.
⃣ PRINCIPLE 8: Advertisers and their agencies, and online and offline media, should discuss
privately potential ethical concerns, and members of the team creating ads should be
given permission to express internally their ethical concerns.
⃣ PRINCIPLE 9: Trust between advertising and public relations business partners, including
clients, and their agencies, media vendors, and third-party suppliers, should be built upon
transparency and full disclosure of business ownership and arrangements, agency
remuneration and rebates, and media incentives.
Microsoft Advertising supports the Institute for Advertising Ethics (IAE). The IAE has a set
of 9 Principles for Ethical Advertising* that are the foundation of their approach to
building a more trusted digital marketplace. They are based on the premise that all forms
of communications, including advertising, should always do what is right for consumers,
which in turn is right for business as well. These principles serve as great guidelines to
ensure that you don’t risk losing trust with customers due to your advertising practices.
*Wally Snyder 2020 All Rights Reserved

Brand values
Understanding that your brand purpose and
values create trust and authentic connections with
people to unlock business opportunities.

Values – Brand values
Bring value into your products
and know your brand values
People buy from companies that stand for something larger than just what they sell.
People want brands to stand for what they believe in and understand who they are. And if
they don’t, they are increasingly voting with their wallets. Values drive value. It begins with
shifting your company from being product centric to people centric. Ensure you go deep
into diversity to uncover what all people value – not just your intended audience. Identify
your purpose as a company and how you support people's values. By aligning your purpose
with what people value, you create shared meaning, which helps you co-author a
trusting relationship that leads to loyalty.
Brand Values
Your brand mission guides all decisions – across your products, services, marketing, people,
community, and the planet. Your brand mission, guided by your brand values, defines a clear
path to focus and align all your business efforts, which in turn create an authentic brand
voice. Authenticity is paramount, according to our research in building brand trust with
people. So a clear brand mission is key in building an authentic customer experience
throughout customer touchpoints and results in making genuine impact in areas that matter
most to your customers and your employees.
Your brand mission and values create trust and authentic connections with people to unlock
business opportunities.
Make your brand values clear to create connection points.
Source: 1. The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019
1 Consider your sustainable business practices.
2 Consider your accessible business practices.
3 What is your mission on this planet?
4 What is your benevolent brand attribute?

Meaning is first revealed by
identifying shared values
So just like great friendships, finding meaning and shared values is at the heart of co-creating
a relationship – built on trust– proving yourself to one another. Meaningful brands not only
have a foundation built on trust, but there are some basic ingredients that go into building a
relationship like common courtesy and respect. But what about your deep and meaningful
relationships? The ones that you might say – I love that person; I love my best friend! In those
relationships, there is a deep understanding of one another – you INCLUDE one another, you
consider them, you strive to have empathy, you’re considerate, you get each other and above
all, you try never to leave them or exclude them from experiences in your life. That is the same
for our relationships with our customers, as brands. Brands have an opportunity to behave
exactly like a loved one or a best friend who genuinely considers you- your needs, your wants,
your hopes, your dreams, your fears, and your values. That creates loyalty.
T H E W O R L D
T O D AY – M A N Y
D I V E R S E
H U M A N
E X P E R I E N C E S
P R O D U C T
P R I C E
P L A C E M E N T
P R O M O T I O N
P R O C E S S
P E R S O N A L I T Y
P U R P O S E
P R O M I S E
VA LU E S
Brand & Business People
Graphic Source: FoST + Microsoft // Storytelling in the Digital Age

Marketing with
Purpose has
never been so
important
Purpose-driven buyers recommend a brand
based on its stand on societal issues.
choose
switch
avoid
boycott
support

Shared values create
trusted relationships
Values are inherently embedded in building trust. And brand trust leads to brand love and
brand loyalty which all help drive purchase consideration for a brand. These three
elements are closely related: the correlation between trust and brand love is 76%, and the
correlation between brand love and loyalty is 55%.
Top brand attributes to building trust.
114
113
113
104
103
102 Respects my privacy
Proactively solves issues if products or services do not deliver as expected
Is genuine/authentic
Is for someone like me
Delivers on promises made in their advertising or marketing
Brand trust can begin to grow with demonstrating respect for people's privacy, transparency
and data security and the right to access information. That’s a shared human value for
personal security.1
Brand trust can begin to grow by making good on product promises you claim and services
you say that you’ll deliver. That’s a shared human value of credibility, reliability, honesty and
integrity.
Brand trust can begin to grow when a brand provides a safe customer experience.
That’s a shared human value of safety. 1
Source: 1. Security defined as the fundamental idea based on respondents identifying words implicitly associated (system 1 gut reaction test)
with a brand, those words being: smart, reliable, trusted, sensible, simple, confident, dependable, and safe. Safe defined as a brand that protects
their advertising content from being displayed near potentially harmful content. From the study: The acceleration of Brand Performance through
Trust, Love, and Loyalty. Microsoft Advertising Research 2019

Brand trust can begin to grow when a brand reflects the beliefs, needs and
values of diverse audiences. That’s the shared human value of inclusion.
Brand trust can begin to grow when a brand genuinely supports causes and
values that make the world a better place. That’s a shared human value of equity and
happiness.
No matter what your brand’s mission is nor what brand values you hold, trust becomes the
connection point for the people who you are trying to build long lasting relationships with.
Once the trust is established, the reward is greater brand love. A continued love for a brand
leads to repeat buys, and that is brand loyalty. There is a need for brands to review their
mission and their values and focus on staying true to them in order to accelerate brand
performance.
Using your brand mission statement, take a deep and detailed look at WHO your company
promises to serve, WHAT your company stands for, and HOW your company does business.
Use the following guide to explore your brand mission’s components and unlock audiences
you may have been unintentionally overlooking.
Key value-based ingredients to building trust, brand love, and
loyalty are:
1 Security, as it was identified as the most important fundamental need when considering a brand.
2 Delivering on marketing and advertising promises.
3 Being genuine and authentic.
4 Stands for what I believe in.
5 The brand is for someone like me.
Source: The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019

What is your brand mission
and values?
Your brand mission guides all decisions – across your products, services, marketing, culture,
and community engagement. Your brand values guided by your mission define a clear path
to focus and align all your business efforts that in turn create an authentic brand voice.
Authenticity is the most desired attribute according to our research that can build greater
brand trust and love.1 But does your brand mission and values align today with what people
value? And by people we mean, are you considering the values of ALL people? In order to
be authentic, you must truly understand the values of those you serve. If you want to serve
a diverse community, reaching more customers with your products and services, then you
need to go deep into diversity to uncover who people are and what people value.
In today’s world, employees and customers demand that the brands
they support are doing good, positively impacting society and
improving people’s lives. However, only 1/3 of advertisers think that
taking a social or political stand strengthens their relationship with
customers. Yet, 80% of people believe that brands should play a role
in solving societal problems.4 One of the biggest societal problems
that we are facing today is the issue around equality and inclusivity-
ensuring that all people feel that they are represented. If you wish to
appeal and deliver impact across all communities, then you need to
take a more inclusive approach to your mission and values.
72%
of consumers say
they will support
a brand that has
authentic
advertising.
When looking at the psychological implications of people’s reactions to inclusive advertising,
all the ads that are deemed “inclusive” are also signalled as “risky”. From a psychological
perspective, the idea that inclusion appears to be risky was also the main reason cited for
why marketers were not employing inclusive marketing. However, in our framework for how
to convey inclusion, we see inclusion was frequently associated with concepts like openness,
progressive, versatile, and limitless like the characteristics of a trailblazer.
To achieve your mission and live up to your brand values, you must understand and
represent diversity & inclusion, otherwise it’s impossible to create that positive change and
achieve authenticity that builds trust.
Source 2: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020;
Source 3: Advertiser Perceptions 2019 research on “Advertiser Trust: Navigating the current climate and coming out ahead”. https://www.advertiserperceptions.com/wp-
content/uploads/2019/04/04.2019-Advertiser-Perceptions-Trust-Webinar-Presentation.pdf ;
Source 4: Edelman’s Trust Barometer https://www.edelman.com/research/brand-trust-2020 ;
Source 5: Inclusive Marketing research study, Microsoft Advertising and Accenture, 2019.

Four steps to
brand value exploration:
These new brand value-based insights can help create connections through shared meaning
reaching new customers, to drive new campaigns and shape product feature ad copy.
FIRST Take a detailed look at your brand’s mission statement – what is it?
SECOND Who does your brand aim to serve? Find all the types of people that the brand aims to
serve. Now, consider their values.
THIRD How does the mission statement describe the way the brand aims to serve these people?
Find all the verbs, adjectives and adverbs. This information can be used to shape your
product promises, customer experiences and ad copy.
FOURTH Synthesize: What shared values can authentically highlight the brand’s product truths? This
becomes a vehicle for genuine brand connection through a shared-value experience,
expressed in product truths.

Consumer value trends
Understanding what consumers value gives you the opportunity to customize your offerings
and experiences consumer by consumer. It’s using data to drive the purpose behind the
personalization that you offer. Purposeful personalization means you understand what your
target audience values when connecting with your brand, and you make data-driven decisions
about how to deliver the experiences they value most. With half of consumers feeling like they
aren’t getting good value out of sharing their data and information, there is an opportunity for
marketers to step in and bridge this gap. This section is not exhaustive, but rather its purpose is
to get you started and inspire you to find local consumer value trends in your part of the world.

Values – Consumer value trends
The consumer value
connection
There are many examples of brands that have switched from leading with promoting
products, to showing upfront and authentically how they are supporting people, like first-
line responders, and employees during this critical time. Even prior to the global health
crisis, there were brands leading with an inclusive approach of the diverse human
experience, which means being values-driven. We believe this inclusive human-centered
approach will set up brands for a powerful opportunity to grow their relationship with
their customers, as the world recovers and reimagines our businesses and lives.
Marketing with Purpose is the best way for marketers to overcome barriers to connecting
with people. It’s an approach that brings us together. It establishes trust, increases brand
love, and nurtures loyalty. However, always remember that building trust goes beyond just
protecting people’s data; it begins with that. It’s about understanding people’s values and
making them feel recognized and respected.
It’s about earning permission to be more incorporated into people’s
lives, just like a trusted and loved friend.
When we as marketers talk about connecting with people, we use language like targeting,
reaching, influencing, and converting. Yet, as people, wouldn’t we rather feel understood,
heard, included, and welcomed? The answer is yes.
Understanding that diverse human experience has a wide
spectrum of equal value.

Values - Consumer value trends
Playing it safe is riskier
than taking a stand
When looking at the psychological implications of gut reactions of those who experienced
the advertisements in the study, all the ads that were deemed “inclusive” were also
signalled as “risky.”
Why are we saying it may be riskier to play it safe than to take a stand when ads deemed
inclusive were also signalling “risky”? From a psychological perspective, the idea of
inclusion appears to be risky. However, in our framework for how to convey inclusion, we
see that inclusion is associated frequently with concepts like openness, progressive,
versatile, and limitless, like characteristics of a trailblazer. Inclusive ads show higher
purchase intent and perceptions, without negative repercussions, signalling that the
interpretation of risk is more perceived than actual. In fact, in our research we also
uncovered that 48% of people stopped purchasing from a brand because it did not
represent their values. This number is 50% for females, 46% for males, 53% for ethnic
minorities, and 44% for Caucasians. In the end, inclusive ads give a sense of a limitless
brand that is open-minded, which can be perceived as “risky” but has a high reward for a
brand willing to take a stand for inclusion.1
I have stopped purchasing from a brand because it did
not represent my values.
48%
All
50%
Women
46%
Men
53%
Ethnic
minorities
44%
Caucasians
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

Is your brand for someone
like me?
Values expressed in our research that drove trust differed by industry. For Retail, Auto, and
Travel, it’s important for you to make consumers feel like the brand is built for someone like
them in order to build trust. However, how consumers want to see themselves reflected differs
by vertical.
Retail: It’s about variety
Having the right products, high quality merchandise, and brands that consumers want all
create a brand connection, making people feel like the brand is built for them. There is a
correlation between “for someone like me” with having options people like:
73% correlation with “has the right products for me”
62% correlation with “has high quality merchandise”
68% correlation with “is a place where I can find my favorite brands”
68% correlation with “carries products I am interested in”
Auto: It’s about standing for what consumers believe in
To make consumers feel like the brand is for them, it is important that the brand aligns with
their values. Do they care where the vehicle is built? Does safety or gas efficiency matter?
There is a 62% correlation between “is for someone like me” and standing for what
consumers believe in and reflecting their values.
Travel: It’s about giving travellers options
Having a wide variety of products, providing relevant information for making the most of
someone’s trip, providing value, and being near locations that are of interest are the keys to
creating that connection. There is a correlation between “for someone like me” with giving
travellers the best options:
60% correlation with “offers a wide variety of options”
59% correlation with “provides relevant options so I can make the most of my trip”
57% correlation with “is a good value for the price paid”
57% correlation with “has locations nearby places that I am interested in”

Purpose-led
purchasing
This consumer trend has been building for quite some time. Unilever along with Havas
conducted an international study three years ago, which showed that people are making a
choice to buy from brands that are either doing social good or doing environmental good.
They studied 20,000 people’s actual purchasing behaviour after saying they would buy
sustainable products– and when they tied it to offline attribution, they saw customers did, in
fact, make those purchases.1 Furthermore, the sustainable brands that Unilever had at the
time of the study, Dove, Ben and Jerry’s, and Hellman’s – delivered nearly half the company’s
global growth just five years ago and collectively grew 30% faster than the rest of their brand
portfolio. Since that time, Unilever has grown its portfolio to 26 sustainably marketed brands.
Alan Jope, Unilever CEO, explains: “While the world is dealing with the devastating effects of
the COVID-19 pandemic, and grappling with serious issues of inequality, we can’t let ourselves
forget that the climate crisis is still a threat to all of us. Climate change, nature degradation,
biodiversity decline, water scarcity – all these issues are interconnected, and we must address
them all simultaneously. In doing so, we must also recognize that the climate crisis is not only
an environmental emergency; it also has a terrible impact on lives and livelihoods. We,
therefore, have a responsibility to help tackle the crisis: as a business, and through direct
action by our brands.”
Source:1 https://www.unilever.com/news/press-releases/2017/report-shows-a-third-of-consumers-prefer-sustainable-brands.html
Source:2 https://www.unilever.com/news/press-releases/2020/unilever-sets-out-new-actions-to-fight-climate-change-and-protect-and-regenerate-
nature-to-preserve-resources-for-future-generations.html

What are the different generational
values and attitudes?
First, if we take the internet population and seek to understand the breakout by generation,
we can see that the majority of internet users are Millennials, followed next by Gen X, then
Gen Z, then Baby Boomer. If we look at the general US population by generation, we see a
variance in the numbers as each generation comprises between 19-22%, with the remaining
percentage being The Silent Generation (1928-1945) and the Greatest Generation (before
1928). This immediately tells us that Gen X and Millennials over-index on internet usage
versus Boomers and Gen Z. Be sure to explore your regional differences when it comes to
generational differences in internet usage.
Well, why is this important? Think about your marketing efforts and how much of the
relationship with your customer base is built online. Take advertising alone - investment in
digital channels surpassed investment in traditional channels in 2019. By 2023, digital is
expected to comprise nearly two-thirds of ad spend. So while it is crucial to establish shared
meaning and purpose with your customers, it’s especially important to do so in your digital
channels.
So let’s talk about generational attitudes and values, how they differ, and what’s important for
you to keep in mind as a brand seeking to build relationships with these audiences.
Percentage of
Internet Users
Gen Z
25%
Millenials
39%
Gen X
30%
Baby
Boomers
6%
Baby Boomers
Born 1946-1964
Ages 56-74
Gen X
Born 1965-1980
Ages 40-55
Millennials
Born 1981-1996
Ages 24-39
Gen Z
Born 1997-Present
Ages 0-23
Source 1: eMarketer 2019
Graph source: GlobalWebIndex, Internet Users, Global, Q1 2020

An interesting visualization of the values held across generations from a study conducted
over the course of 6 years finishing up in 2016. Two key stand outs here:
Gen Z and Millennials share the value of knowing and having curiosity at the top of their
list (see the connecting two lines?), while Gen X, Boomers, and Pre-Boomers all share
family, honesty, authenticity, relationships, and working hard (you can easily see that with
the criss-crossing of the same color lines). There are no lines connecting Gen Z and
Millennials with common values to Gen X and the older generations.
Values held across
generations
G E N Z M I L L E N N I A L S G E N X B O O M E R S P R E - B O O M E R S
Source 1: CEB Iconoculture Values and Lifestyle Survey, 2010 – 2016; Base: US General Population

Let’s also take a look at each generation’s attitudinal segments as measured by the
GlobalWebIndex. While indices are relatively moderate for Gen X, Millennials, and Gen Z, we
can see that the Baby Boomer response is quite pronounced. Unlike the other generations,
and especially compared to Millennials, Boomers are less likely to be charitable and tend to
have more negative attitudes about the future, whether it be their personal finances, the
general economy, or the environment. Keep this in mind for when we shift gears to talking
about differences in generational mindsets relating to COVID-19.
Interestingly, like the Boomers, Gen X also has a generally negative attitude about the future,
whereas the younger generations are more optimistic. Again, important to keep in mind as
we think about their feelings and reactions to the current events and how your brand can
play a positive role in their lives.
Generational Attitudinal Segmentation across all Internet Users:
Source: GlobalWebIndex, Internet Users, Global, Q1 2020
73.9
40.7
58.4
146.2
156.3
142.2
181.7
Altruistic Donates to
Charity
Aspirational Economical Economy
Expected to
Worsen
Environment
Expected to
Worsen
Personal
Finances
Expected to
Worsen
106.4
114.2
107.1
83.8 87.5 86.2 84.6
Charity
Expected to
Worsen
Environment
Expected to
Worsen
Personal
Finances
Expected to
Worsen
97.9
85.7 88.5
95.7
112.8
104.6
122
Charity
Expected to
Worsen
Environment
Expected to
Worsen
Personal
Finances
Expected to
Worsen
99.3
111.3 114.5 119.7
90.1
105.9
77
Charity
Expected to
Worsen
Environment
Expected to
Worsen
Personal
Finances
Expected to
Worsen
B A B Y B O O M E R S M I L L E N N I A L S
G E N X G E N Z
Index
Index

Next, let’s look at how each generation thinks about the role a brand plays in their lives.
Across the board, there tended to be one value that meant the most to each generation
based on indices. For Boomers, it was the reliability of a brand, and for Gen X and Gen Z it
was also reliability. Whereas with Millennials, they cared deeply about brand boldness. Gen Z
and Boomers had one thing in common and hat was authenticity.
All of this goes to say that each person, and in this case looking through the eyes of a
particular generation, has a different outlook on life that is relevant to their personal self.
They expect brands to keep this is mind and build relationships with them in ways that align
to their values, behaviours, and expectations. Of course it is worth noting that not everyone
in a generation will all have the same attitudes: as no one audience is a monolith. These
insights could be helpful in crafting overarching value propositions tailored to age
demographics.
B A B Y B O O M E R S M I L L E N N I A L S
G E N X G E N Z
Source: GlobalWebIndex, Internet Users, Global, Q1 2020
Brand role in life across generations all Internet Users
83
118.8
61.1
89.4
104.8
133.3
113
Appreciation Authenticity Boldness Charitable Eco-Friendly Reliability Social Resp.
103.8
96.5
108.7
100.6 99 94.1 99.4
95.4
105
86.9
93 96.4
110.1
100
AppreciationAuthenticity Boldness Charitable Eco-Friendly Reliability Social Resp.
95.4
105
86.9
93 96.4
110.1
100
Index
Index

7%
11%
9%
1%
67%
4%
16-45
Asian / Pacific Islander (US only) Black / African American (US only)
Hispanic (US only) Native American (US only)
White / Caucasian non-Hispanic (US only) Other
As you consider your marketing strategy to authentically connect with people, Microsoft
Advertising can help by reaching a diverse audience; younger generations on the
Microsoft Advertising Network are showing an increase in ethnic diversity. Further, 54% of
Microsoft Advertising reaches people who are under the age of 45 globally. And there are
125% more Hispanics under the age of 45 than over the age of 45 on the Microsoft
Advertising Network. 57% more Black/African Americans under the age of 45 than over
the age of 45 on the Microsoft Advertising Network. 75% more Asian/Pacific Inlander (US
only) under the age of 45 than over the age of 45 on the Microsoft Advertising Network.
Microsoft Advertising’s
diverse audience snapshots
Source: Global Web Index, Chart Builder, Data represents desktop, mobile, and tablet traffic, N=37,340 GWI
respondents March 2020
4%
7%
4%
1%
82%
4%
45+
Under the age of 45 Over the age of 45

LGBTQI+
Consider your customer’s values and leverage Microsoft Advertising’s unique reach to
influence your campaign messaging and product positioning. Microsoft Advertising users
are more likely to be or do the following compared to the average internet user:
32% more likely to be altruistic
41% more likely to/would pay more for
sustainable / eco-friendly products
18% more likely to try or
buy natural/organic products
51% more likely to regularly donate to
a charity
23% more likely to be community
contributors
Source: Microsoft Advertising, Audience data for Microsoft Advertising network compared to the internet, GWI March 2020
a charity
contributors
LatinX
a charity
contributors
Veterans
Black and African American
a charity
contributors
Understanding that diverse human experience
has a wide spectrum of equal value.
Microsoft Advertising can also help by reaching
different audiences with diverse values.

Altruism
Consumers who are altruistic are much more
likely to connect with brands who are
compassionate and share their values.
Black and African Americans are 45% more
likely to be altruistic
LGBTQI+ are 32% more likely to be altruistic
LatinX are 27% more likely to be altruistic
Veterans are 57% more likely to be altruistic
Sustainable Products
Consumers value sustainable products and are
willing to pay more for sustainable and eco-
friendly products.
likely to pay more for sustainable and eco-
friendly products
LGBTQI+ are 41% more likely to pay more for
sustainable and eco-friendly products
LatinX are 51% more likely to pay more for
sustainable and eco-friendly products
Veterans are 225% more likely to pay more
for sustainable and eco-friendly products
Community Contributors
Contributing to the community is important for
many, and these consumers often look for
brands who engage in their communities.
likely to contribute to their communities
LGBTQI+ are 23% more likely to contribute
to their communities
LatinX are 33% more likely to contribute to
their communities
Veterans are 61% more likely to contribute to
their communities
Environmentalism
Environmentalism is becoming a more prevalent
conversation, and many consumers on Microsoft
Advertising’s Network value environmental issues.
.
Native Americans are 25% more likely to
value environmental issues
LGBTQI+ are 51% more likely to value
environmental issues
LatinX are 20% more likely to value
Asian and Pacific are 21% more likely to value
Diverse values across different audiences.

Different generations have vastly different values. Microsoft Advertising Network’s unique
audiences can shed light on these generational differences and help you connect with your
customers. Microsoft Advertising users are more likely to be or do the following compared
to the average internet user:
Values held across generations on the
Microsoft Advertising Network
Value - Consumer value trends
G E N Z
M IL LENNIAL S G E N X
BOOM ERS
12% more likely to be
privacy conscious
8% more likely to state
family is the most
important thing in
their life
66% more likely to
pay more for
sustainable and eco-
friendly products
altruistic
community
contributors
10% more likely to
state family is the
most important thing
in their life
privacy conscious
35% more likely to
value environmental
issues
32% more likely to
pay more for
sustainable and eco-
friendly products
altruistic
According to GlobalWebIndex,
almost three in four people globally say it is now more
important to them that companies embrace
sustainability than it was before COVID-19.

The importance of
sustainability
as a value
With issues like global warming, climate change, and the concern of future pandemics
born from environmental causes, corporate sustainability initiatives are arguably the most
important for businesses to convey to their customers. It’s gone from a nice-to-have to a
must-have component of company values. Employees and customers demand it.
Younger consumers, particularly millennials, are significantly more socially and
environmentally conscious than other generations. According to a 2019 Fast Company
survey, 75% of millennials said they would take a pay cut to work for an environmentally
responsible company.1 Now, savvy corporations are scrambling to build out corporate
responsibility departments and aggressive sustainability initiatives, committing themselves
to increasingly popular causes such as waste reduction and clean energy.
Value of sustainable business practices in uncertain times
During the next decade, consumers will increasingly subscribe to the Betterness Manifesto,
and brands will need to shift directions to win them over. For example, brands that
support sustainability and produce climate-friendly products will prevail.2 There are
significant benefits for companies that score well on environmental, social, and
governance-related metrics (ESGs = Environmental, Social, Governance). Companies with
better environmental, social and governance standards typically record stronger financial
performance and beat their benchmarks.3
Source: Microsoft Advertising Europe | New findings reveal consumers want a holiday and live sustainably (link)
Source: 1 https://www.fastcompany.com/90306556/most-millennials-would-take-a-pay-cut-to-work-at-a-sustainable-company
Source: 2 Microsoft Advertising 2020 Vision: Trends to define the next decade;
Source: 3 Research study from Axioma https://www.ft.com/content/f99b0399-ee67-3497-98ff-eed4b04cfde5

Sustainability is the area with greatest
growth in marketer responsibilities
The World Federation of Advertisers (WFA) survey of 683 leading marketers from 31
countries showed that sustainability is the area seen to be most likely to grow in importance.
This shift is in part driven by consumers putting companies under the microscope to an
unprecedented degree, and their expectations have never been greater.1
Will these responsibilities be more, less, or just as important to your role in 5 years time? 1
88%
of consumers want brands to step up on sustainable
lifestyles and help them improve their environmental and
social footprint in daily life. 2
80%
77%
74%
73%
72%
68%
65%
65%
61%
55%
50%
48%
45%
44%
32%
32%
20%
20%
24%
26%
26%
31%
32%
34%
38%
41%
49%
49%
51%
54%
56%
65%
3%
2%
1%
2%
2%
3%
1%
2%
4%
1%
3%
4%
2%
12%
3%
Sustainability
Digital marketing tech and platforms
Data ethics
Data analytics
Customer experience / centricity
Innovation
Brand purpose
Consumer insight
People management / leadership
Customer retention
Business growth / development / strategy
Creative strategy
Return on Investment and performance…
Marketing strategy
Public relations
Sales growth
More Just Less
Source: 1 The CMO conundrum and the search for the unicorn marketer; - https://wfanet.org/leadership/download-the-wfa-marketer-of-the-future-report
Source: 2 Futerra survey – taken from Forbes article https://www.forbes.com/sites/solitairetownsend/2018/11/21/consumers-want-you-to-help-
them-make-a-difference/#7899a1296954

Sustainable
practices
Companies have an opportunity to use every lever at their disposal to improve
sustainability and the future of the planet. Broaden your efforts by looking across all areas
of your business and create strategies to improve your sustainability practices.
Sustainability at Microsoft used to be an operational-only focus. But in order to make a
real impact, Microsoft expanded to more areas. The diagram below shows all the areas
Microsoft has a sustainability focus: operations, products & services, policy, customers &
partners as well as employees.
We took a look at four main issues that we
saw as critical to a sustainable future: carbon
emissions, water, waste, and finally
ecosystems. Technology could play a pivotal
role in identifying trends with data, solving
problems, and supporting organizations
leading in solutions to improve land use,
biodiversity, and sustainable business
practices. Microsoft wants to be a trusted
partner for our customers’ sustainability
journeys. On April 15, 2020, we announced
how we will do that with the ‘Planetary
Computer.’ The Planetary Computer will be
used to develop and deploy the digital technology that helps our partners and customers with
Learn more about how we can help you in your sustainability efforts:
https://www.microsoft.com/sustainability
environmental decision-making in their organizational activities.

Search with
Purpose
As we have learned it is important to build connections with our customers through
shared values. We have built trusted partnerships to empower you with Marketing with
Purpose. Where you place your advertising is just as important as all the performance
levers provided by a publisher.
Marketing with Purpose means knowing the advertising platforms that you trust your
budgets to have trusted consumer search solutions. Here’s a snapshot of Microsoft
Advertising supply partners as well as Give with Bing to help you achieve more purpose-
driven marketing and build consumer trust.
Source 1: Ecosia.org, May 2020
Source 2: Lilo.org Aug 2020
Give with Bing – a way to support the
causes you care about, simply by searching
with Bing.

10 Tips to Sustainable Marketing Events
1. Think about the event overall and integrating tips from the beginning, which may help you
save money. Building in sustainability from the beginning rather than bolting it on later
could be cost saving.
2. Get everyone on board, making sure volunteers, vendors, speakers, and guests know that
sustainability's a priority.
3. Consider alternatives to traditional “swag”. Consumer goods are responsible for significant
energy use, water use, and waste over their life cycles. Choosing non-physical or reusable
alternatives can save money and reduce environmental impact.
4. Green by design: Begin by considering environmentally-friendly sources for your supplies,
such as recycled paper, biodegradable balloons, and living plants.
5. Ensure attendees register. You can reduce excess by keeping track of the number of
attendees to make sure you don't have more supplies or food than you need. It is good to
send attendees a reminder to update their attendance a week prior to your event.
6. Consider event material reuse. Can you make a change to allow your event materials to
be reused in subsequent years?
7. Encourage green transportation to your event. Provide a link to information about mass
transit, commute alternatives and consider recognizing attendees who take a green
alternative.
8. Consider your meal choices and reduce animal products where possible or order from
local farms. Intensive farming of animals is largely responsible for soil erosion, highly
inefficient energy and water consumption, chemical pollution, and climate change. Avoid
plastic bottled beverages and choose non-single-use plates, silverware, and cups with refill
stations to reduce the mountains of waste from events.
9. Get creative in looking for alternatives to event giveaways and printed materials. Instead of
giving away T-shirts, plant a tree for each attendee. Instead of printed agendas, post them
on a sign or better yet, go digital!
10. Spread the word: promote your efforts to attendees during the event with signage and
share out your successes after your events – you’ll be surprised how contagious
sustainable efforts can be!

Shared Values-Based
Marketing Checklist
⃣ Use a keyword strategy to include words that align brand and consumer
shared values to help connect and reach new audiences.
⃣ Use ad copy to reflect your brand’s shared values with people that
authentically markets your product, service or experience.
⃣ Use audience targeting to reach people to communicate shared values,
value-based product features, and purpose driven business initiatives.
⃣ Use ad features, like extensions, site links or responsive ads to not only
help customers navigate to your product page or scale bulky operations,
respectively , but to also learn more about your company mission and
values-based initiatives.
⃣ Review your customer events and experiences to ensure consumer
values are aligned like for example, sustainable and accessible event
considerations.
⃣ Reflect brand & consumer values on your landing page.
Responsibility
Trust
Values
Personalization
Inclusion

The role of
inclusion
Responsibility
Trust
Inclusion
Values
Personalization
Inclusive marketing helps your
brand connect authentically
and drives trust.
Inclusive Marketing Activation Model
Inclusive keyword strategy
Inclusive Product Marketing

Inclusion
Inclusive marketing . . .
invites all people, including underrepresented and marginalized people, to
fully experience and connect authentically with your brand. Inclusive
Marketing elevates diverse voices and stories, questions assumptions and
biases, and avoids stereotypes. Inclusive Marketing can be inclusive products,
services, or experiences that reach people in ways that deeply resonate,
possibly solve for previous exclusions, and afterwards remain an indelible
experience that fuels long-term loyalty and growth. This is the heart of
Inclusive Marketing.
Inclusion is a modern marketing imperative. It begins with understanding people’s diverse
values and considers multiple dimensions of diversity to create culturally accurate
representation in your advertising. A brand who considers inclusion in advertising strives
to provide authentic connection, demonstrates open mindedness, and conveys
equity. It’s an opportunity for marketers to build a more meaningful relationship
with people and show that the brand values people. By opening your brand strategy to
include diverse human experiences, people will be more open to connecting with you.
When people feel included, joy and trust follow, which leads to brand love and loyalty.1
In this section, we will share strategies, insights, and best practices that can be infused, not
only into your advertising execution, but also your product approach, content creation,
and more. It calls for our collective creativity across the industry to uncover exclusions, to
drive business growth and truly expand our thinking to create more possibilities, and with
that, more business impact.
Source: 1: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

Inclusion
The Inclusive marketing
activation model
What you market: products, services, or experiences.
Inclusive Product Marketing: Empathy driven personalized products, features, services or
experiences. Let’s consider your product and its’ core features. When designing a product, you
can uncover accidental exclusions by getting close to people and seeking to understand their
experience first-hand. You may discover how they may not have been previously considered.
Stepping into this gap fosters innovation when taking a new product or feature to market.
Examples include: Tru-Colour first-aid bandages with various color skin tones and the Xbox
adaptive controller that allows those with a physical disability to play Xbox in a more equitable
experience. Also consider any voice activated products to have an accessible advantage for those
with limited mobility. These are only a few inclusive product ideas and examples of empathy-
driven innovation in product line expansion or positioning. Brands could consider these
questions in looking to innovate in product offerings: Has ethnic diversity been considered? Have
people’s ability been considered, whether physical, mental, or experiential diversity? Has gender
(she/her, he/him, they/them) or age been explored to find product features that spark
meaningful and purposeful personalization that make people say, “this is a brand for me”? That
can help activate an Inclusive Product Marketing strategy.
Who you market to: Inclusive Audience Marketing.
Inclusive audience marketing is understanding with empathy who your customers are and
more importantly, who you might be missing out on. Being inclusive in audience marketing
considers the vast spectrum of dimensions of diversity across three key categories of diversity
outlined by Harvard Business Review.
Demographic Diversity: examples include gender, race, or sexual orientation.
Experiential Diversity: examples include affinities, hobbies, and abilities.
Cognitive Diversity: examples include how we approach problems and think about things.
Either through market research or through audience insights from your own D&I employee
groups, uncovering diverse human truths, culture cues, preferred language, needs, and
values can point marketers in the right direction to authentically execute Inclusive Marketing.
Be sure to check out our Diverse Audience Profile Snapshots on Microsoft Advertising
Network.
Source: 1: https://hbr.org/2018/05/the-3-types-of-diversity-that-shape-our-identities

Inclusion
How you Market: inclusive marketing strategies.
We uncovered key brand insights on the way inclusive advertising affects people: how they
feel, what they think about a brand, what types of campaigns, words, and images can
activate the power of inclusion in advertising. The key underlying ingredient is authenticity.
We also identified simple questions to get to know your diverse customers better, develop an
inclusive keyword library, and perhaps map out an inclusive consumer decision journey.
We’ve outline steps for an inclusive audience targeting strategy, and a checklist at the end of
this section to help you get started. This is not a comprehensive strategy outline; however, it
can certainly provide you with a game plan on continuing your journey toward more
inclusive advertising.
To help you take action, we’ve created this practical model to explore how to activate
inclusive marketing. We encourage you to explore each of these areas and do all or some of
them as they authentically support your brand mission, offerings, and customer experiences.
At the heart of Inclusive Marketing is empathy-driven innovation, so don’t forget to learn
about all your customers to uncover connection points.
Inclusive Marketing Activation Model
Inclusive products – What you market
Inclusive audiences – Who you market to
Inclusive strategies – How you market to people or how you market your products.
Look at your client’s website. Are
there adaptive, sustainable,
equitable, inclusive products?
Look at the brand’s website.
Are there adaptive,
sustainable, equitable
products? Are there products
that make niche audiences feel
like “this is a brand for me?”
Did you explore accessible
marketing experiences, inclusive
and diverse keyword expansion
and inclusive customer decision
journeys? Are you using the
inclusive advertising insights from
Microsoft Advertising research?
Sustainable marketing practices?
Authentic and accurate
representation of people? Local
cultural perspectives?

Inclusion
Inclusive advertising
satisfies the inclusive
consumer mindset.
In our latest research on The Psychology of Inclusion and the Effects in Advertising, we found:
1. Representation in advertising is important and drives trust.
2. Diversity represented in ads drives trust and authenticity.
3. Authenticity garners brand support.
4. Inclusive ads drive purchase intent lift, and shared values drive loyalty with the most
inclusive ad showing a 23pt lift in purchase intent overall.
64%
of people said
they are more
trusting of brands
that represent
diversity in ads
and 85% of
consumers said
they will consider
a brand they trust.
63%
of people said that
brands that
represent diversity
in their ads are
more authentic,
and “genuine and
authentic” was the
most important
attribute with
building trust.
72%
of people said
they are more
likely to support
brands that are
authentic in their
advertising.
78%
of Ethnic minorities
said they are more
likely to support
brands that are
authentic in their
advertising. 78% of
women, 66% men,
and 66% Caucasians.
Source: 1: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

Inclusion
Inclusive advertising
drives purchase intent
Our research showed that the most inclusive ad drove a 23pt lift in purchase intent
whether the person experiencing the ad was personally represented in the ad or not. In
the last phase of our research, and building on the first two phases, we attempted to scale
our learnings and look at the business impact in addition to the feelings inclusive
advertising creates. We used one brand, Tommy Hilfiger, to ensure that our results were
not clouded by brand perceptions. We chose Tommy because they displayed an awesome
spectrum of inclusive to non-inclusive advertising.
1. The best performing ads were the “most appealing” and the “most inclusive.”
2. Between the “most appealing” and the “most inclusive” ad, the inclusive ad
outperformed the appealing, non-inclusive ad with a 23 point lift in purchase intent vs.
the 10 point lift in the non-inclusive, yet appealing ad.
3. The participants stated that the most inclusive ad made the brand feel more genuine
and authentic. It made them feel “seen”.
4. While only 10% surveyed in this research identified with a disability, the “most inclusive”
ad that drove the 23point lift contained a photo with multiple people across age,
gender, and ethnicity but all had a form of disability.
5. Not only does inclusion in advertising drive purchase intent if someone like you is
represented, but it drives it with people who might not be personally represented in
the ad.
Source: 1 The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

Inclusion
Multiple dimensions of diversity represented authentically in ads
increase perception that ad is inclusive; as well as people in
proximity to one another and a sense of balanced prominence.
In a prior 2019 research study, Inclusive Marketing: The Future of Retail Brand Experiences,
Accenture and Microsoft Advertising Research, it was identified that the number one reason
for not executing multicultural or inclusive marketing by marketers was the fear of getting it
wrong. And getting it wrong from our conversations with multiple advertisers across the
world invariably was linked to the concern of alienating their core customer base. Here we
can see that no matter what gender or ethnicity, inclusive ads drive an increase in purchase
intent.
Purchase intent lift after viewing ad deemed as inclusive
18pt. 11pt. 38pt.
No matter what gender or ethnicity, there was an increase
in purchase intent after being exposed to an ad deemed
inclusive.
2nd most inclusive rated ad Most inclusive rated ad
26pt.
Women Men Ethnic
Minorities
Caucasians
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

Inclusion
Examples of the “What” in the Inclusive marketing activation model
Do you have products that are adaptive, sustainable, equitable,
and inclusive? These are just some Microsoft examples of
products that are supporting a sustainable, adaptive and
inclusive consumer mindset.
Sustainability Calculator
Xbox Adaptive Controller
Microsoft Pride 2020

Inclusion
What you market:
Inclusive product
marketing drives trust
The feelings of inclusion in advertising create connection and drive trust. Because inclusive
advertising can conjure feelings of joy and trust, look for brand connection points in product
or features that can create one or more of the feelings of inclusion identified in our study
outlined on the next page. If you can find a genuine and authentic way that your product
creates any one of these feelings, this can convey inclusion, which builds trust, brand love,
and leads to loyalty. This product marketing approach facilitates connection with people,
making them feel like part of a family – your brand’s family.
Source: 1. The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020

Inclusion
Here are some ideas to bring inclusive connection points to life through invoking feelings
that signal inclusion in your product marketing. They can also work with your storytelling,
content marketing or advertising creative:
Celebration
Of people, their success,
honoring of holidays,
noting unique
differences and their
variations in humanity.
How does your product
celebrate them?
Zest
For life (for ours, theirs,
and that of the planet).
Convey enthusiasm and
energy. How does your
product create a zest
for life?
Hope
Bringing hope to
conquer challenges
and/or societal issues.
give your customer's
hope?
Relaxation
Instead of portraying the
need to be on guard,
remove tension or anxiety
for your customers. How
does your product
produce relaxation?
Relief
From concern or worry,
removing something
distressing or
oppressive. How does
your product bring
relief?
Safety2
Create experiences or
highlight how your brand
extends safety to all
people. How does your
brand experience make
someone feel safe?
Confidence
Instill a sense of
confidence—the belief
that we strive to act in the
right way. How does your
product give your
customers confidence?
Acceptance
Of others’ differences,
typically to be included
as part of the group.
make someone feel
accepted or
demonstrate you are
accepting of others?
Clarity
Bring a sense of
certainty, clarity, and
transparency in
ambiguity. How does
your product bring
clarity to a confusing
situation?
Source: The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research 2020 Source: 2. Security defined as the fundamental idea based on respondents
identifying words implicitly associated (system 1 gut reaction test) with a brand, those words being: smart, reliable, trusted, sensible, simple, confident, dependable, and safe.; Safe
defined as a brand that protects their advertising content from being displayed near potentially harmful content. From the study: The acceleration of Brand Performance through
Trust, Love, and Loyalty. Microsoft Advertising Research 2019
Thefeelingsofinclusion

Inclusive Product Marketing
Positioning Checklist
⃣ Celebration: How can your product celebrate your customers or
their lives?
⃣ Zest: How can your product create a zest for life?
⃣ Hope: How can your product give your customers hope?
⃣ Relaxation: How can your product produce relaxation?
⃣ Relief: How can your product bring relief?
⃣ Confidence: How can your product give your customers
confidence?
⃣ Acceptance: How can your product make someone feel accepted or
demonstrate you are accepting of others?
⃣ Clarity: How can your product bring clarity to a confusing situation?
⃣ Safety: How does your product make someone feel safe?1
Source: 1. Security defined as the fundamental idea based on respondents identifying words implicitly associated (system 1 gut reaction test) with a brand, those words being: smart, reliable,
trusted, sensible, simple, confident, dependable, and safe.; Safe defined as a brand that protects their advertising content from being displayed near potentially harmful content. From the study:
The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019

Inclusion
Examples of the “Who” in the Inclusive marketing activation model
Does your marketing highlight the values that can connect with
audiences that align to your brand mission?
Review the way your site merchandizes your initiatives, products,
and services. Review the Values section of this playbook, since
the expression of your brand values is intrinsically tied to who
you market to.

Inclusion
Examples of the “How” in the Inclusive marketing activation model
Are you ensuring that your marketing and
customer experiences are accessible, inclusive,
and culturally accurate? In the following
section, we will share inclusive marketing
strategies that apply our Microsoft Advertising
research on Inclusive Advertising and some
ways to use our products and features for more
inclusive marketing. Be sure to also apply the
technologies and features we reviewed in the
Responsibility section in Accessible Marketing.
Accessibility Insights

Inclusion
Inclusive
keyword strategy.
Consider the consumer decision journey for any given product or service that you offer.
Now layer on the journey for the consumer with a physical disability or a cognitive
difference. Do you know and understand the consumer decision journey from their
perspective? A great example is Inclusive Automotive Marketing, which uncovered the
difference between men and women in the consumer decision journey when shopping for
a car.
Inclusive keyword strategy
Nothing replaces the value of first-hand customer experience as you develop an inclusive
keyword strategy for your brand. Begin with customer focus groups with the audience you
are trying to reach, and you’ll be surprised what you uncover.

Inclusion
Develop your inclusive lexicon library
Target potential customers based on their unique needs that map to the keywords they
use to satisfy their unique dimension of diversity.
For example, the LGBTQI+ community, when looking to source a retailer for any given
product or service, tends to use the phrase, “gay-friendly” as a modifier. For example: gay-
friendly tailor, gay-friendly restaurants in Austin, gay-friendly wedding photographer, gay-
friendly vacations, or gay-friendly financial planner. This unique phrase could be used as a
proxy to help match your efforts in personalizing messaging or services specifically for this
community. As marketers, it’s our job to uncover these unique insights with diverse
audiences and their unique consumer decision journeys. The relevance of search across
the consumer decision journey has never been more important in finding these insights.
Inclusive Lexicon Library Checklist
⃣ Have you validated your knowledge about your customers’ decision
journey with a diverse audience perspective? Develop an inclusive
approach to customer research.
⃣ Demographic Diversity: Ask questions in your focus groups about how
people with disabilities, LGBTQI+, local ethnic minorities, parents, gender
(male, female, non-binary), and immigrants search to find your product.
⃣ Experiential Diversity: Ask questions in your focus groups about
experiential demographics and their values (like health or sustainability),
adaptive needs, education level, economic diversity, country of origin,
physical ability, and how it might shape they way they search for your
product.
⃣ Cognitive Diversity: Ask questions in your focus groups about how they
approach problems that your product can solve. Have you considered the
cognitive diversity that people hold and how that may shape what and
how they search for a product service or experience?
In all the examples, capture the keywords that are offered by the diverse audiences you
interview in your focus groups to develop your customized inclusive lexicon library.

Inclusion
In advertising, words matter.
Discovered in our research, The Psychology of Inclusion and the Effects in Advertising, we
uncovered the following fifty language-based cues that signal inclusion. These could be used
in a genuine and authentic way in your ad copy, advertising, or content that can help convey
inclusion.
Additionally, we identified three metaphors that indicate inclusion if in the language,
image, or action taken by a brand. The three metaphors are:
1. Connection
2. Openness: being open minded
3. Balance: bringing a sense of value to all
Note that these are all in English but that we recommend finding the most closely-aligned
translated word to use in other languages. Or we encourage you as marketers to explore
other words that can hold similar meaning like connection, openness, and balance to
generate new keywords for your ad copy or content marketing.
Connection
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Diversity
Involvement
Unity
Coming together
Positive
Family
Fit
Cohesive
Community
Care
Happier together
Joy
Relate
Trust
Empathy
Understood
Accepting
Bonded
Support system
Belonging
Share
Openness
22
23
24
25
26
28
28
29
30
31
32
33
34
35
Open
Friendly
Warm
No discrimination
Opens up
Versatile
Open minded
Included
Open to everything
and everyone
No limits
Free
Expanding
Safe
Secure
Balance
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Accepted
Progressive
Supportive
Equality
Comfort
Welcoming
Growing
Understanding
Caring
Validated
Authentic
Valued
Genuine
Real
Unique

Inclusion
Ad copy examples with inclusive language cues
Here are some examples of how one might use the word “diversity” and other inclusive-
indicating words from our study. The trick is to use these words authentically, in ways that
are anchored by your business promises and product truth.
Ad copy for a fictitious travel brand:
Title
www.website.com
Diverse customer needs inspired our accessible vacation packages.
Choose from our versatile, supportive, and welcoming travel partners.
Email copy for current customers:
@
“We’d love to hear from you – diversity inspires us, and inclusion moves us. What
unique need might you have that we could consider serving in the future? We are
open to hearing from you! We are looking to grow our understanding of more
diverse and unique customer needs.”
Announcement blog:
“Recognizing diversity in our employee experience opens up our ability to serve
more parents and children in our product line. Contoso, a line of furniture for
children with cognitive sensitivities, was an idea born from employees who have first-
hand experience as parents of children with cognitive sensitivities who saw the need
for real and progressive furniture solutions.”

Inclusion
Use Microsoft Advertising Intelligence to build and
expand your inclusive keyword lists
Microsoft Advertising Intelligence is a powerful keyword planning tool that allows you to build
and expand on your keyword lists using the familiar Microsoft Office Excel interface. It enables
you to easily research keywords and gauge their performance on the Microsoft Search Network,
and then apply those insights to improve your keyword selection and campaign performance.
Using the Microsoft Advertising Intelligence tool, you can apply an inclusive approach to
produce additional keywords to reach and resonate with more people. It is a great way to let
our technology empower you to develop inclusive keyword expansions. For example, take your
existing consumer decision journey model that you have for your core audience that
drives your business and add an inclusive
lens. Expand your understanding of
inclusive consumer decision journeys by
doing deep and detailed customer
experience surveys, research, or internal
employee surveys who represent
different populations. Are there unique
and new keywords that surface that you
can then use the expansion functionalities
with the Ad Intelligence tool to blossom
your keywords? Add those to your
keyword strategy. Then you can take the top query volume keywords and blossom more by
Inclusion
using the keyword suggestion features on those. It becomes a ripple effect of keyword expansion
strategy. Having an inclusive keyword strategy can help uncover audiences you may have been
accidently overlooking.

Inclusion
Marketing with Purpose can uncover connection points that help you
mine inclusive keywords: review your shared values with your
customers in responsibility, values, and inclusion. You might uncover
new areas to activate your product, service, or experience.
For example, within financial services, you might consider taking a deeper look at human
values across generations and discover that one age group seeks out ethical investment
opportunities or sustainable market investment funds over another. Or you simply see the
trend of sustainability or ethical business practices as a value trend.
Five mindset shifts to get you on your way
to an Inclusive Consumer Mindset
1. People want inclusion - not just to be included.
2. People want positive-impact products – not cheap,
unsustainable ones.
3. People want equitable experiences – not just
compliance.
4. People want brands that take a stand, not just play it
safe.
5. People want the truth.
Our blog post, The Five Inclusive Mindset Shifts,
suggests the mindset shifts to explore that can help
fuel your inclusive keyword strategy.

Inclusion
Dynamic Search Ads help you spot exclusions in your
keywords & ad copy and fuel valuable keyword coverage
Dynamic Search Ads (DSAs) is a marketing tool that you can use to help uncover blind spots
and potential audiences you are missing from your marketing campaigns. Let’s take the
example of a travel advertiser with a large catalogue of travel packages, including many
LGBTQI+ friendly offers. If a consumer is searching for “LGBTQ friendly cruises,” and this is not
matched with their campaign because there are no keywords or ads specific to that query,
Dynamic Search Ads can solve for this miss. DSAs can help by automatically creating more
inclusive ads based on what’s on the brand’s website. Be sure to monitor this to identify areas
you might be accidently missing. However, as previously outlined, nothing takes the place of
deep and detailed customer research and exploration of their consumer decision journey.
Dynamic Search Ads help you create a
more inclusive ad campaign

While Marketing with Purpose can help you find the
keywords, Responsive Ads can help you create more
inclusive ads quickly.
Responsive Ads (RSA) are a flexible experience showing more customized content to reach
your customers. This could be a great way to incorporate values language that reflects what
people are searching for. For example, try various combinations to target different
generational values; Gen X: represent family, honesty, hard work, authenticity; Millennials:
sustainable, eco-friendly, community; and Gen Z: environmental, sustainable, represent
creativity, excitement, ambition, curiosity; Boomers: privacy. See Consumer values for more
ideas. Another idea is to use variations of your mission statement and show how these verbs
and adverbs shape the customer perception and experience. You could consider your
inclusive keyword strategy, identified shared values language that reflect what people are
searching for and apply this keyword expansion strategy to your ad titles and descriptions
when using RSA.
Microsoft
Advertising AI
Over 40,000 possible
ad permutations
Inclusion
YOU PROVIDE
REDUCE
OPERATIONS,
SAVE TIME
YOUR
CUSTOMERS SEE
These ads adapt your text ads to closely match what someone is searching for, when they
search for it. Responsive Search Ads can help you achieve higher click-through rates (CTR)
and conversion rates (CVR) due to the improved ad space and effectiveness. Supply a
combination of ad titles (up to 15) and ad descriptions (up to four), and Microsoft Advertising
will automatically produce and serve many ad variations to help show the most relevant ad
to each potential customer. Save time and effort evaluating ads through A/B tests, and
automatically determine what creative content works best with different queries.
Up to 15
headlines and up
to four
descriptions
The right
message at the
right time

Mining Inclusive Language
for Response Ads Checklist
⃣ Consumer Values: - Review values held across generations, across industries, and
across diverse audiences and cross reference the Shared values-based marketing checklist.
⃣ Brand Values: Your brand purpose and values create trust and authentic connections
with people. There are not only great ideas in the Brand Values section but also in the pillar
of responsibility like privacy and accessibility.
⃣ Inclusive Word Cues: Use our fifty language-based cues that signal inclusion.
These could be used in a genuine and authentic way in your ad copy, advertising, or content
that can help convey inclusion.
⃣ Inclusive Keyword Strategy: Use this strategy to identify keywords that are
relevant to your business.
⃣ 9 Inclusive Feelings: Authentically use these nine inclusive feelings within ad copy
for your product or features. Be sure they are relevant and genuine and can help led to trust.
Responsibility
Trust
Values
Personalization
Inclusion

Inclusion
Inclusive image strategy.
Authentic representation in advertising is important. It drives trust and brand support, so
images you choose matter.
It’s worth noting that from the Microsoft Advertising research around trust1, we found that
there is a strong tie between Trust, Love, and Loyalty. Once trust is established as the
baseline, a brand can begin to build love and loyalty. To do this, brands must go the extra
mile to make someone feel understood
through inclusion, and that means authentic
imagery too. Inclusion was found to be a
key brand attribute that creates loyalty.
The same story threads are woven through
our inclusive advertising research. Our
research uncovered that authentic
representation in advertising builds trust
and brand support, with 72% of people
stating they’re more likely to support
brands with authentic advertising.
Authentic
representation
in advertising
is important –
it drives trust
and brand
support.
61%
Women Men Ethnic
minorities
Caucasians
59% 67% 51%
Say they are more trusting when
they’re represented in ads
78%
Women Men Ethnic
minorities
Caucasians
66% 78% 66%
Say they are more likely to support brands with authentic
advertising
Source: 1. The acceleration of Brand Performance through Trust, Love, and Loyalty. Microsoft Advertising Research 2019;

Inclusion
Inclusive image guidance.
Signalling inclusion within images
Choosing imagery is an important part of the process in constructing a meaningful and
inclusive customer experience. Inclusive brands don’t just want to reach people -- they want
to make all people feel seen to the extent they feel that your brand not just represents them
but is for them. Similar to applying the three metaphors for inclusion in language, these
metaphors also have value in guiding you to choose imagery to signal inclusion. Images that
express a positive connection between people are key; if there is a negative association, for
example a group of people keeping others from an opportunity, or an image that represents
physically excluding someone, this could negate any other inclusive signals in the image.
Images that indicate that the brand is openminded and or brings a sense of balance and
equity can indicate inclusion. Consider portraying realistic diversity, including outlier
dimensions of diversity like body size, and ensuring that when more than one person is in a
photo, that they are featured compositionally with the same prominence.
1. Use genuine imagery, which is best conveyed using real people being themselves, not
actors hired to play a part.
2. Seek out unique and realistic diversity, not stereotypes.
3. Within your campaign, have the creative represent the spectrum of people that your
potential customer base could be.
4. Have diverse people review your creative to uncover blind spots, such as non-obvious
negative connotations, stereotypes, cultural inaccuracies or associations.
Connection
1
2
3
4
People in photos vs
product only
Creating a visible
relationship or
interaction between
people
(positive)
More than one
person in the image
Realistic diversity
Openness
5
6
7
8
9
Including differently
abled people
Including larger bodies
Including multiple
people of color
Including unique
subsets of a diverse
population
Having people with
intersectionality in
diversity
Balance
10
11
Everyone is featured
with the same
prominence
Multiple dimensions
of diversity
represented

Inclusion
Use Microsoft Bing to quickly scan your site’s
image representation
For an easy way to review what images are across your site’s webpages, simply type in the
command, “site:” and then add your website’s URL. For example, for the company Tommy
Hilfiger, it would look like this in the search bar: “Site:https://usa.tommyhilfiger.com” and
then hit enter. Bing will produce a search engine results page indexing all your webpages.

Inclusion
Then click on the “images” in the search engine results page for your
“site:” search in the navigation bar.
Once you have the list of webpages indexed from the site you used, click on the images
tab. This will produce all the images found on the website. You can quickly scroll through
to get a sense of the diversity or lack of diversity in the collection of your site’s creative. It
can be used as a general check which could inspire you to deliberately perform a search
for specific dimensions of diversity that are underrepresented in your campaign. We have
an incredible library of images for our advertisers to use.

Inclusion
Microsoft Advertising and Shutterstock
To support businesses of all sizes who are strapped for time and budget, Microsoft Advertising
and Shutterstock have come together to make ad creation faster than ever with a photo offer
integration within the Microsoft Audience Network, Microsoft Advertising’s programmatic native
ad offering. The integration allows Microsoft advertisers to access millions of free, ready-to-use
images. The Shutterstock library offers images from over one million contributors from more
than 100 countries, each capturing moments from their lives. For Microsoft advertisers, you can
use this extensive library to craft different visual variations for your native ads to fit different
audiences, A/B test, or localize for a specific region to increase ad performance.
Different audiences may require different visuals. For example, a native ad promoting a financial
planning course for young adults would need an image that reflects that demographic. Or a
teaching supply store may need to pivot to using visuals that reflect education in a home
environment. Don’t forget to consider various dimensions of diversity as well. It can be difficult
for businesses to produce ads requiring a variety of high-quality and diverse images, especially
on a tight timeline. With the Shutterstock integration in place, Microsoft advertisers across any
vertical can find the image that will resonate with their audience quickly.
This means with Microsoft Advertising you can easily find:
1. Authentic images that reflect scenes from everyday life
2. Images from specific regions
3. Diverse and thoughtful representations of people
Example of photo search result of “Coffee nonbinary photos”

Inclusion
Audience Targeting: using the
targeting levers to realize your
inclusive audience insights.
So by this time, hopefully you have reviewed the Values section and the Inclusive Keyword
Strategy section since these two can work together to reach new audiences you may have
accidently overlooked. For example, we provided Microsoft Advertising Diverse Audience
Insight Snapshots in the values section. And take, for example, the insights there to find
ways to authentically market to our unique audiences who index higher for valuing
contributing to the community and who often look for brands who engage in their
communities as well. Veterans are 61% more likely to contribute to their community, so if
you have a corporate initiative centered around activating local communities, you may
want to use LinkedIn Profile Targeting to seek out Veterans to highlight your community
initiatives. Or use age targeting aligned with values of the generation for your products,
services, or brand experiences that embody those shared values.
Targeting features can help you apply inclusive audience insights you’ve uncovered in your
journey to understand your customer and authentically connect.
Ad Targeting
Age
Gender
Time of Day
Day of Week
Geographic Location
Device
Language
Location intent
Audience Specific Targeting:
Remarketing Lists
Custom Combinations
Custom Audiences
Customer Match
In-Market Audiences
LinkedIn Profile Targeting
Similar Audiences
Product Audiences

Inclusion
If you are a brand that either has sustainable products or exercises eco-friendly business
practices, there is an age targeting on Microsoft Advertising Network that would make
sense to test. According to our Values held across generations analysis of the Global Web
Index data, Millennials and Gen Z are the generations that passionately care about these
product truths. So use age targeting with your sustainable product catalogue, custom
audiences, or remarketing lists based on the sustainable product pages a person visited
on your site. Be sure to review the Diverse Audience Snapshots.
Custom Audiences: Custom audiences are remarketing lists built using your own first-
party data, collected directly from your customers (be sure to review the Privacy section) –
for example, data that you collected from your own website or apps – to target on the
Microsoft Search Network. This can be a powerful way to re-remarket with tailored
messaging and creative to inclusive audiences that have visited your site using your own
data. Depending on the data that your customers agree to provide, that data can be
valuable insight to inform tailored messaging and custom offerings that make that
audience feel your brand is a brand made just for them. Overlay our diverse audience
insights and tailor the ad copy and product positioning even more.
Get started with Custom Audiences
1. Integrate our Custom Audience APIs into your DMP’s platform
2. Agree to our data sharing and privacy policy
3. Depending on the DMP
, they will have their own enablement steps within their
software.
Once your DMP is integrated with Microsoft Advertising you can:
1. Select Bing as a destination in your DMP
2. Select audience segments you want to share with Microsoft Advertising
3. Once audiences show up on Microsoft Advertising, associate the segment with
appropriate ad groups
4. Adjust bids and layer targeting on top of existing campaigns
To learn more about associating custom audiences, check out What are custom
audiences and how do I set it up?
Reminder to consider inclusive language insights and keyword strategies as you use
targeting. As an example, Millennials are known as the Worry Generation so if you were to
age target with ad copy regarding your products that bring confidence, relief, clarity, and
safety, you might stand to resonate with this group even more. Applying inclusive
advertising insights with the right targeting feature can prove a powerful tool in creating a
brand experience where people feel you brand “is for someone like me.”

Being an inclusive marketer means paying attention to your
customer’s wide range of diverse backgrounds and needs.
Inclusive Marketer’s Checklist
Brands who prioritize inclusive marketing to build trust, advocacy, and loyalty will future-
proof their market leadership position. It begins with small actions in the details of
campaign design but gains fly-wheel sized steam when an inclusive approach to business
is at the heart of a brand’s operations. Inclusively marketing is Marketing with Purpose,
and that is a win, win, win for your brand, your customers, and your employees. Here’s an
Inclusive Marketer’s checklist to help you achieve more with inclusive marketing, build
consumer trust and drive purchase intent.
⃣ Review product catalogue for inclusive products or inclusively merchandise
products for new campaign ideas.
⃣ Develop your own Inclusive Lexicon Library to supplement your keyword strategy
and use Microsoft Advertising Intelligence for keyword suggestions.
⃣ Have an ad creation review with a wide range of diverse people, especially those
intended to be represented in the ad to check for cultural accuracy and proper
context.
⃣ Check that the ad represents brand values authentically and conveys genuine
intent.
⃣ Campaign has a spectrum of images (including people) that include different
dimensions of inclusion cues like a range of age, race, ability, gender, sexual
orientation and the number of people included in the ad.
⃣ Ad copy incorporates inclusive language cues authentically.
⃣ Honest use of product marketing positioning with the feelings of inclusion
woven into product attributes or benefits.
⃣ Is the ad asset or customer experience optimized for accessibility?
⃣ Review targeting strategy from an ethical and legal standpoint.
⃣ Review language, gender, and geographic target settings for personalized
relevance to your message and creative.
⃣ Consider the three metaphors that signal inclusion when designing genuine
brand experiences so that they convey one or more of the following; Connection,
Openness and Balance.
⃣ Explore the Inclusive Marketing Activation model to uncover new audiences and
campaign ideas by reviewing what you market, who you are marketing to, and
how you are marketing.

In summary

In summary
Responsibility, values,
and inclusion are key
drivers to trust
A responsible, values-based, and inclusive approach to marketing isn’t just about targeting
niche segments, providing product value, or policy compliance. It’s about building
genuine relationships with people that celebrate diversity and a wide range of human
experiences. Intentional inclusion with purpose woven throughout the brand experience
conjures up feelings of acceptance, contentment, confidence, certainty, hope, and safety
which precipitates loyalty –a leading indicator of future business growth. Explore our
inclusive audience profiles that can help you authentically connect your marketing with
purpose.
Values drive value. What someone values is where shared meaning between a person and
brand can begin to co-author a trusting relationship that leads to loyalty.
Consider values
Make your brand values clear
⃣ Consider your sustainable business
practices.
⃣ Consider your accessible business
practices.
⃣ What is your mission on this planet?
⃣ What is your benevolent brand
attribute?
⃣ What are your value proposition for
various product lines.
Identify diversity in your audience
⃣ What jobs do they hold?
⃣ What accessibility needs do they
have?
⃣ What sustainable values do they
hold?
⃣ What is their family structure?
⃣ Military status?
⃣ And more, limited only by your
curiosity…

In summary
Consider responsibility
Responsibility from a Marketing with Purpose standpoint is understanding the laws in your
market with regards to marketing and advertising like targeting, data privacy, and accessibility.
Marketing with responsibility can also mean taking the time and making the effort to
understand cultural nuances and language preference. Be sure to research your local laws to
inform your marketing.
Consider inclusion
Use our Inclusive Marketing Activation model and the key takeaways from The Psychology of
Inclusion and Effects in Advertising research to understand how to activate and the business
case for inclusion in your marketing, advertising, and your overall business strategy.
Also, use market research, customer surveys, and your own employee resource groups, and
get to know your audience beyond general demographics. Inclusion can increase relevant
brand connection points to increate trust.
For example, inclusive marketing is making your marketing and communications accessible,
so be sure to check out our Accessible Marketing eBook for overall tips on how to build
accessibility into your marketing so you can reach, resonate, and serve more people.
Source:1 https://www.unilever.com/news/press-releases/2017/report-shows-a-third-of-consumers-prefer-sustainable-brands.html
Source:2 https://www.unilever.com/news/press-releases/2020/unilever-sets-out-new-actions-to-fight-climate-change-and-protect-
and-regenerate-nature-to-preserve-resources-for-future-generations.html

In Summary
Our best collective future depends
on an inclusive today.
Our world has barely scratched the surface of considering, understanding, and supporting
the broad spectrum of human experiences. What a different place we will live in when we
unlock the enormous potential and ingenuity of diverse human beings who have
extraordinary experiences and abilities – within our teams, with our colleagues, our clients
and our customers.
By embracing continued learning of diverse human experiences through empathy, we at
Microsoft Advertising have been working with our clients and sharing strategies to ignite a
trusted relationship with people whom brands are trying to better reach, resonate with,
and serve with their products, services or experiences. We’re not only optimizing the
businesses we partner on with our clients, we’re also optimizing the lives of the customers
that we are collectively striving to serve together. Imagine if a true representation of all
people was included at the beginning of any project or idea. There’s an opportunity for
inclusive leadership at any level, and that can have a profound domino effect across an
organization and across the world. This playbook can help you on this journey towards
activating Marketing with Purpose.
Proximity drives empathy, and
empathy gives us insight.
Here’s to a brighter future,
by inclusively marketing.
Responsibility
Trust
Inclusion
Values
Personalization

Resources
Empowering you to achieve more.
Share Marketing with Purpose
with clients, colleagues or partners: Send the Marketing with Purpose Playbook>
Curated blogs
Microsoft Advertising Partners:
building Trust and Marketing
with Purpose
Learn how Microsoft Advertising Partners
think about building trust with Marketing
with Purpose.
Visit blog
Personalize with purpose:
building trust that drives
business value
Personalization isn’t just about special
offers based on previous purchase behavior.
The goal of purposeful personalization is to
come across as genuine and authentic while
being relevant.
Visit blog
Inclusive Marketing: the five
mindset shifts every brand
can make
Here are five mindset shifts to get you on
your way to an Inclusive Consumer.
Visit blog
Building business value through
trust, love, and loyalty
Trust, love, and loyalty all help drive
purchase consideration for a brand and
are all closely related.
Visit blog
Inclusive Marketing: why it’s
essential for your brand
In this blog, we’ll define what Inclusive
Marketing is and share the key elements
that drive business impact.
Visit blog Watch webcast
Trust, loyalty and love create a
sweet spot for purchase
consideration. Learn how you can
drive business results by making
people feel seen and respected
through inclusive marketing and
purposeful personalization.
 Be a purpose-driven marketer
 Be a brand worth trusting
 Giving back is good for business
 Every human being is a unique story
 Responsibility, values, and inclusion
drive trust and that is Marketing with
Purpose
Go to Marketing with Purpose hub
Educational Resources
Microsoft Advertising Learning Lab
A hands-on learning environment to
help you understand the features and
functionality of Microsoft Ads.
Learn more
Microsoft Advertising Feature Updates
Get a complete overview of the advertising features
to help you achieve your business goals.
Learn more
Cloud for Everyone
Learn how programs like Cloud for Everyone will
help empower organizations with a focus on every
person, in their role, as part of a community.
Learn more
Microsoft Advertising Policies
Learn the policies to make great ads and what is
and isn’t allowed in them in order to provide you
and your customers with a great experience on
our advertising network.
Learn more
Curated Marketing with Purpose inspired insights
COVID-19 insights and
resources for advertisers
As consumers remain home, search has grown in
increasing importance. Our goal is to provide you
with regularly updated insights and trends to
allow you to make informed decisions for your
business.
Visit site Get the guide
The Human Centered
Approach to Business
A guide with insights and quick actions you can
take today, identify future opportunities and
restoration scenarios, and get tips to implement
if you’re seeing new or increased traffic.
Visit blog Watch webcast
Inclusive Automotive
Marketing
Gain insights on the Vehicle Shopping Journey of
Women and model an inclusive consumer decision
journey strategy for your business.
Watch webcast
Microsoft Advertising. Intelligent connections.
www.microsoft.com/advertising

Microsoft Advertising is on
this journey with you.
Audience Insights
1. Consumer research
on trust and
inclusive advertising
2. CDJ Insights
3. Human centered
approach to
business across
generations
Ad Personalization
1. Audience intent
signals
2. AI Technology
3. Search Extensions
and images
4. Dynamic Search
Ads
Hands-on Support
1. Marketing with
Purpose playbook
2. Accessible
Marketing eBook
and webcast
3. Marketing with
Purpose
workshop/lab

About the authors
MJ DePalma
Head of Multicultural and
Inclusive Marketing
Microsoft Advertising
in/mjdepalma | Blog
John Cosley
Senior Director of Brand Marketing,
in/johncosley | Blog
Julie Wymetalek
Head of Global Brand
in/juliewymarketing | Blog
Kelli Kemery
Lead Market Researcher, Market
Intelligence, Microsoft Advertising
in/kelli-Kemery | Blog
Nora Xu
Group Marketing Manager
in/xunora | Blog
Christi Olson
Global Media Team, Search Lead
Microsoft
in/christijolson/ | Blog
Nick Marshallsay
Senior Learning & Development
Manager, Microsoft Advertising
in/nickmarshallsay
Contributors
Adam Goodman
Regional Marketing Lead, APAC
in/angoodman | Blog
Lesa Hastings
Senior Account Manager,
in/lesahastings
A special thank you to:
Steve Sirich, Lynne Kjolso, Nickie Smith, Shawn Mohammad, Nikki DeMare, Jennifer Solomon-Baum, Geoff Colon, Dareka Thomas,
Meg Manazir, Willow Young, Corrine Woodward, Sky Yoo, Ana-Liza Quirolgico, Darragh Simm, Suelyn Howe, Christina De Guzman,
Kristin Ogden,, Rachelle Olden, Francois Nikbakht, David Kline, Pedro Bojikian, Priscille Bouchez, Naomi Boyd, and to the Global
Diversity & Inclusion team, where every day, they enable us to strive to create an inclusive environment that brings the power of
diversity to life.
Authors
Microsoft Advertising. Intelligent connections

Microsoft Advertising Trust and Inclusive Marketing Research
Microsoft Advertising conducted a series of consumer research studies over the course of a
couple years to understand how marketers could drive business impact through building
greater trust with people and evolve that trust into brand love, and ultimately greater customer
loyalty. We also explored two very important topics that a lot of marketer's grapple with around
inclusion, and data collection and personalization. The results of our research will give you
greater confidence in the importance of trust, inclusion and transparency in your marketing
strategy. And this playbook will give you the guidance necessary to confidently create customer
connections built on trust and more authentic engagement.
The Acceleration of Brand Performance through Trust, Love, and Loyalty, Microsoft Advertising
Research, 2019
As people demand more from brands, it is imperative to ensure that your brand is building
strong connections with your customers. We sought to understand the importance of brand
trust in purchase decisions, and the driving factors of trust that lead to greater brand love and
loyalty. We learned that without trust, people will not even consider the brand. The research
uncovered the brand attributes that create trust, love and loyalty and some key differences
across retail, travel, financial services and the auto verticals. December 2019 Online survey of
2,025 US respondents
The Psychology of Inclusion and the Effects in Advertising, Microsoft Advertising Research, 2020
Inclusion and authenticity in marketing has become critical, but many brands have struggled
with how to achieve it. We sought to remove the guesswork and misunderstanding around
inclusion, by defining inclusion, measuring it’s impacts in advertising, and providing insights into
how it can be applied successfully to your marketing campaigns. This research uncovers visual
and linguistic cues, as well as the impact inclusive ads have on purchase intent. Phase 1- 90 min
ZMET qualitative interviews with 12 US gen Z respondents of diverse backgrounds. Phase 2- IAT
of 1,540 US gen pop. Phase 3- Simile metaphorical quantitative study with 219 US gen Z
respondents. Research was conducted in the US between October 2019 – January 2020.
Consumer Privacy and Brand Trust study in partnership with iProspect, 2020
Today’s marketers are questioning how best to build trust with people while providing greater
value through personalized experiences. The goal of this study was to understand people’s
concerns on data privacy and sharing of their personal data with third parties, and what they are
willing to share to get more personalized experiences. We surveyed 24,000 respondents across
16 countries in North America, South America, the European Union, Asia and Africa, between
December 2019 - January 2020.
Inclusive Marketing: The Future of Retail Brand Experiences, Accenture and Microsoft
Advertising Research, 2019
The goal of this study was to develop the market context to identify the forces behind the need
for inclusive marketing, identify the key challenges with inclusive marketing, and the leading
practices to execute inclusive marketing. We conducted 54 deep and detailed interviews across
the US and UK with CMOs, Accenture retail experts, Director level, and VP level marketers across
20 major brands spanning companies of different sizes and industries. 31% 10,000+ employees,
30% 5,000-1,000 employees, and 28% 1,000-501 employees. June 2019.
About the research

Microsoft Advertising. Intelligent connections

Marketing with Purpose - Chiến lược xây dựng niềm tin và giá trị cho thương hiệu

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