In today’s visually driven digital world, marketing imagery reflects values, inclusivity, and diversity instead of merely promoting an organisation. Images that fail to represent diverse groups risk creating barriers, disadvantages and exclusions, even if unintentional. This is particularly important for universities of applied sciences (UAS), where inclusive marketing imagery can enhance relevance, competitiveness, and sustainability while fostering a welcoming environment for students and staff from diverse backgrounds.

The Value of Inclusive Marketing for UAS

Diversity and inclusivity in marketing should exceed traditional thinking and be considered a strategic tool. In this context, inclusive marketing refers to creating and disseminating marketing materials that represent and appeal to a wide range of individuals, regardless of race, gender, age, or other characteristics. Since today’s consumers are increasingly aware of social issues, they value brands that reflect these values. Inclusive marketing imagery resonates with diverse groups, fosters a broader social dialogue on equality, challenges stereotypes, and supports a society accepting and celebrating diversity (Gopaldas & Siebert 2018). Marketing, in this context, is not just about promoting the institution but also about shaping its culture and values. By depicting a wide range of people authentically, UAS can signal their commitment to inclusivity, demonstrating to current and prospective students and staff that they are welcome and valued. This strategic approach empowers UAS to align its marketing with societal values and attract a diverse audience.

For UAS, where student and staff bodies are often diverse regarding background, culture, and needs, inclusive marketing imagery conveys that the institution understands and appreciates this diversity. A UAS that actively represents varied groups in its marketing communicates that it sees diversity as a strength, reflecting an environment where all individuals feel recognised. An essential representation of inclusion is also a code of conduct where the ethical standards and expected behaviours to promote integrity, respect, and compliance within an organisation are defined (Alizadeh et al. 2021). In Laurea, the code of conduct in the form of ethical guidelines (Laurea 2024a ) and equality and non-discrimination plan (Laurea 2024b) are also available for people outside the organisation to read. Also, the code of conduct for student organisations is visible to the whole organisation (Laureamko 2016).

The Impact of Inclusive Imagery in UAS Marketing

Inclusive marketing for UAS is about attracting new students and staff and building a supportive, engaged community within the institution. This approach requires deliberate, thoughtful choices about who is depicted in marketing materials and their roles. Visual communication in marketing is a powerful tool for creating and conveying cultural meanings, and it is most effective when it mirrors society’s diversity (Pritchard 2020).

Representing diverse individuals from various backgrounds, ages, abilities, and identities in UAS marketing materials does more than show diversity—it challenges stereotypes and promotes a sense of community. For students, especially those from minority backgrounds, seeing relatable images reinforces their value in an inclusive environment. For faculty and staff, it confirms the institution’s appreciation of each individual’s unique contributions, fostering motivation and belonging. In Laurea, this proactive stance has already been noted. There are even videos for inclusivity, introducing students with different backgrounds, ages, etc. (Laurea 2022 ).

Supporting Social Sustainability Through Diversity

Inclusive marketing also contributes significantly to social sustainability. When UAS creates balanced and accurate visual representations, it reinforces a culture of acceptance and understanding within the institution and beyond. Inclusive images promote belonging and help to break down the idea of exclusivity. This shows that the institution is committed to providing an equitable environment for everyone. The societal impact of inclusive marketing is profound, as it should make us all feel connected and responsible for promoting diversity and inclusivity.

Laurea UAS’s values and missions prioritise accessibility, community engagement, and preparing students for workplaces. This enables a good focus on diversity and inclusion in marketing. When imagery shows the community’s versatility, UAS can support social equity and foster a welcoming campus culture. When the UAS work to attract and retain students and staff from all walks of life, they benefit from developing structured guidelines or frameworks that ensure that diversity and inclusion are consistently represented in their marketing. These frameworks help build marketing strategies that resonate with broader audiences, contributing to the institution’s social sustainability and long-term success. For instance, UAS can use images representing students and staff from diverse backgrounds in their promotional materials or create videos showcasing the unique contributions of individuals from different groups. These strategies enhance the institution’s image and create a sense of belonging and inclusivity. For UAS, inclusive imagery is more than a marketing strategy—it is a commitment to creating a supportive, vibrant, and diverse environment where everyone has a place. For example, UAS can use images representing students and staff from diverse backgrounds in their promotional materials or create videos showcasing the unique contributions of individuals from different groups.

Authors

• Johanna Heinonen is a Senior Lecturer at LAB University of Applied Sciences
• Sini Temisevä is a Senior Lecturer at Laurea University of Applied Sciences

References

• Alizadeh, A., Dirani, K.M. & Qiu, S. 2021. Ethics, code of conduct and ethical climate: implications for human resource development. European Journal of Training and Development- Vol. 45 No. 8/9, pp. 674–690. Cited November 8th 2024. Accessible at https://doi.org/10.1108/EJTD-04-2020-0077
• Gopaldas, A., & Siebert, A. 2018. Women over 40, foreigners of colour, and other missing persons in globalising mediascapes: understanding marketing images as mirrors of intersectionality. Consumption Markets & Culture. 21(4). 323–346.  Cited November 8th 2024. Accessible at https://doi.org/10.1080/10253866.2018.1462170
• Laurea 2024a. Ethical guidelines. Cited November 8th 2024. Accessible at https://www.laurea.fi/globalassets/laurea/documents/laureas-ethical-guidelines.pdf
• Laurea 2024b. Equality and non-discrimination plan. Cited November 8th 2024. Accessible at https://www.laurea.fi/globalassets/laurea/documents/equality-and-non-discrimination-plan.pdf
• Laurea 2022. Tools for inclusive education. Cited November 8th 2024. Accessible at https://video.laurea.fi/media/Tools+for+inclusive+education+-+students+sharing+their+storiesA+Tamy/0_5g8akq2c
• Laureamko 2016.  Code of Conduct. Cited November 8th 2024. Accessible at https://www.laureamko.fi/wp-content/uploads/2015/09/Code-of-Conduct.pdf
• Pritchard, K., 2020. Examining Web Images: A Combined Visual Analysis (CVA) Approach. European Management Review 17. 297–310. Cited November 8th 2024. Accessible at https://doi.org/10.1111/emre.12376