From Tolerance to Belonging: Evolving Narratives of Inclusivity
How brands can evolve their language and approach to inclusivity through a semiotic lens, moving beyond inclusion to true belonging.
Historically, we’ve progressed from tolerance to sensitivity, then to diversity, and ultimately to inclusivity. Each term reflects a specific cultural moment and carries unique semiotic implications about power, acceptance, and equity.
This newsletter delves into how brands can understand and engage with this framework. Moving forward, there’s an opportunity to extend beyond inclusivity toward notions of belonging and equity, creating narratives that genuinely empower and celebrate all voices. By analysing brands that have implemented aspects of this framework, we can see how semiotic shifts shape meaningful engagement.
1️⃣ Tolerance: Acceptance as Endurance
Definition: Tolerance, which dominated the early stages of societal diversity discourse, essentially refers to enduring or “putting up with” differences without necessarily embracing them. It acknowledges the existence of "the other" but is passive and lacks engagement.
Semiotic Insight:
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