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All In: Our inclusive marketing toolkit

Four years ago, our Chief Marketing Officer, Lorraine Twohill, asked my team to better understand how well we were reflecting the world in our marketing. Since then, we’ve been on a mission to ensure we take inclusion into consideration at every stage of each story we tell. As a Black and gay man who rarely…

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Four years ago, our Chief Marketing Officer, Lorraine Twohill, asked my team to better understand how well we were reflecting the world in our marketing. Since then, we’ve been on a mission to ensure we take inclusion into consideration at every stage of each story we tell. As a Black and gay man who rarely saw myself reflected in media growing up, I know personally the potential impact this could have on others.

When we started to study how inclusive our marketing actually was, we uncovered trends showing some groups of people being left out or misrepresented. For example, women had less speaking time, we too often portrayed Black people in overused roles like playing sports or dancing, and Latinos and people with disabilities were severely underrepresented in our work. This audit data prompted us to reach out to external inclusion experts and survey consumers to build a set of resources and principles to guide our work.

We began to apply what we learned to our own campaigns and creative process. We used this research as the basis for a workshop that, since 2017, has been required for all Googlers who work in marketing and for our external agency partners. And to make sure we had a variety of perspectives contributing to our work, we created an inclusive marketing panel of more than 90 Googlers in marketing who represent a wide range of backgrounds and have provided feedback on more than 300 Google campaigns.

We saw how helpful this work was internally, so we shared it with over 600 agency and industry partners to get their feedback. Now we are sharing All In, our inclusive marketing toolkit that includes the full breadth of resources we’ve compiled over the past several years, with everyone so that we can all accelerate our progress as an industry. In this toolkit, you’ll find what we’ve learned so far about:

  1. Building the right team: Practical advice on how to hire and empower underrepresented talent in your team and partners so your ideas benefit from a variety of perspectives. 

  2. Making inclusive strategic and creative choices: Tools to help you make inclusive choices throughout the marketing and creative process, from defining your audience and media strategy to brief making to writing a script or social copy.

  3. Holding each other accountable: Ways to set goals and measure your progress, through representation audits and creative targets, to ensure your work is on the right track.

  4. Eliminating stereotypes in marketing: An expansive set of U.S.-focused audience guides co-created with groups like ADCOLOR, Geena Davis Institute on Gender in Media, GLAAD, Disability:IN, and many more to help ensure historically underrepresented demographic groups are authentically and positively represented. 

We are proud to partner with the key industry bodies 4A’s, ANA and Ad Council who have reviewed and endorsed All In. Whether you’re a strategist, creative, producer or brand manager, we hope you’ll find these initial resources useful, and we look forward to expanding these insights to more global audiences in the future.

Inclusive marketing is not only our responsibility, but an opportunity. Not just for Google, but for any company that wants to make a positive contribution to how we see ourselves and treat each other. By eliminating harmful stereotypes and portraying historically underrepresented communities, we have a chance to reach and deepen relationships with both new and existing users. We are still just getting started. In creating this site, and through our collaboration with our partners, we know we can do even more to improve representation and belonging in our work and in our workplace. But to create work that authentically reflects the world – we need to be all in.

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A milestone for King’s Cross: a local innovation hub

Over the last few years, King’s Cross has truly transformed, becoming a thriving hub of innovation and creativity. The transformation is a sign of the UK’s strengths, with its incredible local talent and strong history of leading technological and scientific progress. These strengths inspired us to invest here in King’s Cross, in one of our…

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Over the last few years, King’s Cross has truly transformed, becoming a thriving hub of innovation and creativity. The transformation is a sign of the UK’s strengths, with its incredible local talent and strong history of leading technological and scientific progress. These strengths inspired us to invest here in King’s Cross, in one of our most ambitious developments to date.

Today, together with local MP, Keir Starmer, Mayor of London Sadiq Khan, leader of Camden Council Georgia Gould, and our building partners, we celebrated a major milestone in the construction of our new King’s Cross office – and in our long-standing commitment to the UK – as we placed the final beam on our new development.

Keir Starmer, Leader of the Labour Party and MP for Holborn and St Pancras said:

“It’s fantastic to attend not only as the leader of the Labour Party and local MP but as a proud local resident of more than 25 years. Congratulations to Google on your magnificent new building, and for all it represents – a seizing of opportunity, harnessing of talent, the creation of good, sustainable jobs and an immense contribution to our community. You’re showing what can be achieved when forward looking local government partners with the ingenuity of the private sector.”

We have long believed that creativity is spurred by environments that promote connection and wellbeing. This is more important than ever as we adapt to a future of flexible, hybrid working. Our new King’s Cross building will be equipped with new workplace technologies to help global and remote teams collaborate more effectively, build relationships, learn from colleagues and dream up new ways to solve complex challenges.

It will also be a place for community and connection thanks to the ground floor retail and community spaces, which are being curated with — and for — the local community. In the coming weeks, in partnership with more than 30 youth organisations in Camden, we’re excited to open our doors to 500 local young people for a week of taster sessions to inspire school students and job seekers with careers in technology, as well as more than 100 local work experience students.

Innovation extends to the design of the building itself, which is playing an important role in helping us to achieve our goal of going carbon free by 2030. We’re pioneering new technologies that will make our King’s Cross office our most ambitious smart building to date, including a system of 13,500 interconnected devices that will work together to improve energy efficiency in real time.

While the doors of our new King’s Cross development won’t open until 2024, incredible work is already underway nearby. The neighbourhood is home to thousands of our engineers working on products like Android, Wear OS, Search and Google Business Profiles, which are used the world over. In fact, many of the team behind some of our newest products – to be released later this year – are based right here in King’s Cross. We look forward to growing these teams and being a part of the local community’s future growth and development.

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Protecting people’s privacy on health topics

Privacy matters to people — especially around topics such as their health. Given that these issues apply to healthcare providers, telecommunications companies, banks, tech platforms, and many more, we know privacy protections cannot be solely up to individual companies or states acting individually. That’s why we’ve long advocated for a comprehensive and nationwide U.S. privacy…

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Privacy matters to people — especially around topics such as their health. Given that these issues apply to healthcare providers, telecommunications companies, banks, tech platforms, and many more, we know privacy protections cannot be solely up to individual companies or states acting individually. That’s why we’ve long advocated for a comprehensive and nationwide U.S. privacy law that guarantees protections for everyone, and we’re pleased to see recent progress in Congress.

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Google and U.S. developers find agreement over Google Play store

Finally, we’ve heard developers want to understand more about how Google Play operates, which is why we’ve agreed to publish annual transparency reports. The reports will share information about the Google Play Store, including statistics such as apps removed from Google Play, account terminations, and other data regarding how users interact with Google Play. Source

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Finally, we’ve heard developers want to understand more about how Google Play operates, which is why we’ve agreed to publish annual transparency reports. The reports will share information about the Google Play Store, including statistics such as apps removed from Google Play, account terminations, and other data regarding how users interact with Google Play.

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