Part II of NorthStar’s series on Inclusive Branding

In today’s B2B and SME landscape, implicit bias hides within procurement decisions, CRM algorithms and marketing campaigns, eroding trust, revenue and growth potential. Companies that confront these biases through training, inclusive procurement, algorithm audits, accessible content and continuous feedback unlock significant opportunity.

Recent data reveals that 64 % of corporate buyers favour vendors whose values mirror their own, though 72% of procurement officers unconsciously favour familiar demographics. The same applies to B2B and SMEs more broadly, with 57% of their submitted proposals and tenders failing to meet diversity requirements. These are not just lost opportunities, but a generalised hidden bias that can cost businesses customer engagement, brand authority and ultimately sales.

Understanding Implicit Bias in B2B & SME Contexts

Implicit bias infiltrates every stage of B2B and SME operations, subtly influencing procurement, partnerships and marketing. Research shows that 72% of procurement professionals unknowingly favour vendors resembling their networks, marginalising minority-owned suppliers. Likewise, 68% of SMEs report reduced ad delivery to non-white audiences when relying on legacy CRM data, illustrating how algorithmic bias echoes historical inequities and limits campaign reach.

The cost of inaction proves steep with various case studies highlighting instances of tone-deaf campaigns that trigger steep declines in brand reputation and authority after backlash. However, the opposite is also true. SMEs and smaller businesses that embrace inclusivity and diversity have, on average, experienced an 18% increase in client retention and a 22% boost in web traffic.

Implicit bias in procurement also leads to flawed selection decisions and bid protests, while marketing biases skew audience targeting and content delivery. Addressing these issues demands deliberate interventions, where bias-recognition training, algorithmic audits, diverse supplier outreach, standardised evaluation criteria and blind evaluation processes. Confronting these biases fosters a more equitable, dynamic business environment, enhancing efficiency, trust and innovation.

Strategies for Inclusive Branding in B2B & SMEs

• Bias Recognition Training – Using techniques such as stereotype replacement and perspective-taking, and embedding real-world audits into formative sessions, ensures that teams can immediately apply insights across any area of business or product strategy.

• Inclusive Partnerships & Procurement – Activities such as setting supplier diversity targets, allocating budgets to diversity-driven projects, and tracking those investments help businesses enhance accountability and drive overall innovation.

• Algorithmic Audits – Post-audit recalibrations and independent audits have led to broader audience reach, increased engagement among underrepresented segments, and improved social accountability for businesses.

• Accessible & Multilingual Content – Designing to WCAG 2.1 AA standards—by implementing alt text, high-contrast visuals, captioning, and live translation has been shown to increase site traffic and conversions, while also enhancing consistency and strengthening digital presence.

• Feedback Mechanisms – Quarterly advisory boards and monthly pulse surveys ensure continuous alignment with diverse stakeholders, while proactive engagement with customer feedback deepens satisfaction and drives growth.

Real-World Case Studies & Lessons Learned

German Tech SME & Disability NGO – A German tech SME collaborated with a disability NGO to redesign its packaging using tactile labels, improving accessibility for visually impaired users. While specific contract gains were not disclosed, similar initiatives have been shown to enhance brand reputation, expand market reach, particularly in healthcare, and support inclusive product design, as highlighted by organisations like the RNIB and Packaging Europe.

UK Bakery’s LGBTQ+ Campaign – Inclusive holiday advertising featuring same-sex couples has proven to resonate strongly with audiences, particularly within the LGBTQ+ community. While specific figures vary, campaigns, authentic representation can spark viral engagement and boost brand visibility. In the UK, growing public support for LGBTQ+ inclusion, successful campaigns can significantly enhance brand loyalty and commercial performance.

US Logistics DEI Rebound – Following public backlash over a non-inclusive advertisement, a U.S. logistics firm implemented a transparent DEI roadmap and partnered with minority-owned vendors. While exact recovery metrics were not disclosed, similar strategies have been shown to rebuild stakeholder trust, strengthen supplier relationships, and enhance long-term client loyalty.

Measuring Success in Inclusive Branding

Inclusive branding requires a multifaceted approach to measurement, encompassing diversity, performance, and perception. By leveraging specific metrics, businesses can assess the effectiveness of their inclusivity initiatives and make data-driven decisions to foster equity and growth.

• Supplier Diversity Ratio –  This metric calculates the percentage of procurement spend allocated to certified diverse suppliers, such as those owned by minorities, women, veterans, LGBTQ+ individuals, and persons with disabilities. Monitoring this ratio helps organisations ensure their supply chains reflect broader societal diversity, promoting inclusivity and opening avenues for innovation and market expansion.

• A/B Testing Lift –  A/B testing involves comparing two versions of marketing content to determine which performs better in achieving specific goals, such as higher click-through or conversion rates. By testing inclusive versus standard creatives, businesses can quantify the impact of inclusive design on audience engagement, often revealing significant performance uplifts that justify broader implementation.

• Demographic Sentiment Analysis – This analysis assesses the ratio of positive to negative mentions of a brand across different audience segments, providing insights into how various demographics perceive and resonate with brand messaging. Understanding these sentiments enables companies to tailor their communications to foster stronger connections and address any areas of concern.

• Bias-Audit Dashboards – These dashboards visualise key performance indicators, such as reach, click-through rates, conversions, and sentiment, segmented by demographic cohorts. By presenting data in real-time, organisations can monitor equity across their marketing efforts, swiftly identify disparities, and implement corrective measures to ensure fair representation and engagement.

Reimagining Branding Through Inclusion

As traditional marketing paradigms give way to a more conscious and connected world, inclusive branding is no longer a trend—it’s a transformative imperative. For B2B companies and SMEs, this shift is not just about representation; it’s about resilience, relevance, and results.

Every bias audit uncovers unseen barriers. Every inclusive procurement decision expands your innovation network. Every accessible campaign and multilingual message deepens your reach. And every feedback loop you open strengthens your brand’s credibility and trust.

Start by mapping your internal blind spots with a Bias Discovery Session. Empower your teams with bias recognition training. Recalibrate your systems through algorithmic audits. Build bridges with diverse suppliers. And amplify your message with accessible, inclusive content that speaks to all.

Then, go further—launch an Inclusive Insights Newsletter to share your journey, invite collaboration, and inspire others. Make a public commitment: “We Stand for Inclusive Branding.” Let that pledge become a rallying point for your community, clients, and partners.

Inclusive branding isn’t just good ethics – it’s smart strategy. It drives growth, builds loyalty, and future-proofs your business in a world that values equity and authenticity.

Will your brand be a bystander—or a builder of the inclusive future?