Though the number of brands has mushroomed since the digital boom, the vast majority of new brands are founded in coastal urban areas like New York, San Francisco and Los Angeles. The specificity of their geography and the values and ideas that parrot within these spaces mean that all too often, these brands—as well as many of their predecessors—serve generally well-to-do, straight-sized, white, urban professionals.

Meanwhile, massive opportunities lie outside of this echo chamber—historically underserved demographics with purchasing power, but no where to spend it that truly represents them, whether in terms of body type, sexual identity, race or ethnicity, sociodemographic status or geography. Moving forward, the brands that view business with an inclusivity-minded strategy—either to cater to these underrepresented demographics or to accommodate a more diverse body of consumers—will set themselves up to succeed.

This report investigates brands and retailers that are leading or striving to lead with inclusivity at the forefront, looking at both the challenges they face and the ways in which they are revolutionizing the consumer industry. It also includes a Playbook: How to promote and indoctrinate inclusivity into your brand, which asks brands and retailers to evaluate different aspects of their companies to gauge where they might improve on inclusivity.

This section, Trading up or down: Ulta Beauty and Stitch Fix appeal to ever-growing consumer markets by giving customers a choice, accompanies:

Visit the Insight Collection to explore more ways that brands are embracing inclusivity today.

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