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LEADING WITH INCLUSION: DRIVING CHANGE THROUGH OUR MARKETING ECOSYSTEM

Kimberly-Clark Global Brand Responsibility Principles & Guidelines

WE BELIEVE:
Championing inclusion, diversity, and respect of women and underrepresented peoples
in our brand communications and within our marketing ecosystem, including our
Kimberly-Clark marketing teams and external partners.

Protecting our communities by creating and enforcing guidelines and policies, in partner-
ship with the industry, which reduce and eliminate the spread of harmful content, such as
hate speech, violence, exploitation, and misinformation.

Transparency in data and the advertising supply chain by using and collecting data in
an ethical way with a commitment to consumer privacy and protection.

To enact these principles, we first worked U.S. and a clearer perception of what authentic
closely with our agency partners to assess our representation looks like.
current consumer content and develop innova-
tive training for our marketers. We launched a We also expanded our partnership with the ANA’s
series of learning pods in the U.S. that focused SeeHer initiative and Gender Equality Measure
on the Black American experience and how (GEM) testing to ensure meaningful and repre-
brands are perceived and selected, as well as sentative portrayal of all genders in our commu-
the overall shopping experience. This training nications. From these collective learnings, we are
provided a fundamental understanding of the focused on taking our work from good to great.
needs of underrepresented communities in the

Huggies® Special Delivery™
In 2018, we launched Huggies® Special Delivery™ diapers with packaging that represents
mothers and fathers of different ethnicities. One of the primary images featured a Black
father and child, and the consumer response was overwhelmingly positive.

“It means a lot — especially the representation in
society with African-American fathers. They’re not
necessarily out there as much, and this is really
changing the narrative.”

— Huggies® consumer

34 // A Diversity Report for the Advertising/Marketing Industry