For marketers, communication professionals and entrepreneurs who don't want to choose between impact and conscience, and who get that a well-intentioned campaign is not the same as a good campaign.
Roughly four kinds of people end up with this book in their hands. See yourself? Welcome. Don't? Also welcome. The real reason is usually more interesting than the official one.
You're straight, white, abled, cisgender, not poor, and slowly realising that "normal" mostly means the world is built around you. You want to understand why that's a problem for everyone who falls just outside it, and what you can do about it from your role.
You know the system, you know the numbers, you know the feeling of "do I really have to explain this again?" This book is ammunition. Language to work with, frameworks to fall back on, and arguments you don't have to reinvent from scratch each time.
99.99% of people don't know me, you might not either. You saw the cover, scrolled by, and something in those speech bubbles made you curious. Come in. The book is written for people who don't already know everything about the subject.
You work in marketing, communications, branding or strategy. You want to take inclusion seriously without making a fool of yourself, or worse: causing harm. This book gives you frameworks (3P, 3C, CIIM, Representation Ladder) and the doubt that comes with them. For agencies, brands and marketing teams.
Inclusion isn't a sauce you pour over the end result. It lives in every step. The book walks through the full marketing process and shows, per phase, where inclusion already starts in the first meeting, and where it usually dies.
Where inclusion starts, or quietly dies. Which questions do you ask, and who do you forget by default?
Past token spokesperson-research, coverage bias and data that always sees the same people. The 3C framework in practice.
Psychographics over demographics. Intersectionality as a working tool. Personas via 3P, segmentation via the Axes of Connection.
CIIM method. The Representation Ladder. Cultural Ripple Effect. The difference between visibility and depiction.
From gut to grounded. The Bingo Card as a reality check. Why inclusion belongs in your marketing mix, not just your communication.
Neutral design doesn't exist. Tone of voice as inclusion tool. Casting without tokenism. Framing without confetti.
No "niche channels". Safespaces. Influencers without exploitation. Why the media plan is often where inclusion quietly leaks out.
Throughout the book: plenty of campaigns, brands and cases fully dissected. What worked, what failed, and what we can learn.
296 pages 35 chapters 8 frameworks ISBN 978 94 6383 713 2
"Inclusive marketing isn't a sauce you pour on at the end.
It's the recipe itself."
Ordering directly means it's on your desk faster, and a smaller cut gets stuck with a middleman. Prefer your usual (online) bookshop? Also fine. The book is in Dutch.
Not yet. The book is currently available only in Dutch. An English edition is in discussion. Updates will go out via the newsletter.
This isn't a general book on diversity. It's a practical marketing guide that places inclusion into every phase of the marketing process, from briefing to media plan. Frameworks, cases and concrete guidelines rather than general calls for "more diversity".
No. It's written from a marketing perspective, but is at least as useful for communication professionals, entrepreneurs, HR folks, teachers and anyone working with audiences or brands. Non-marketers mostly use the book as a thinking framework.
Within 3 business days after payment is received. I ship myself, via Bpost (Belgium) or PostNL (Netherlands). Outside the Benelux? Send me a note and I'll work out a shipping quote.
Absolutely, and it already happens in several universities and programs. For classroom sets from 10 copies, email me for an adjusted price. Guest lectures or workshops around the book? Also possible.
Put Inclusieve Marketing, a no-bullshit guide on your reading list, your desk, or the foundation underneath.