Background: Bonds is the iconic Aussie underwear and sleepwear brand known for its collabs with Pat Rafter, Dusty Martin and Iggy Azalea. It was launched back in 1915, but despite its old-school past...it's now one of the most progressive brands.

What happened: Bonds has been putting diverse bodies at the forefront of its campaigns, and been a big LGBTQI+ advocate. Now, it's launching a new project called UnGenderwear, with a mission to deliver a genderless shopping experience by 2025.

What else: The project aims to challenge any gendered terms within Bonds' products, marketing, packaging and stores by 2025. Hopefully, Bonds can create a safe and inclusive space where all shoppers feel supported.

🔔 What's the key learning?

💡Inclusive marketing is when a company's brand, message and people enable marginalised groups to connect with it.

💡That means the company needs to embody many parts of a person's identity. We're talkin' race, sexual orientation, body type, culture, physical or mental ability and gender identity.

💡When it's executed authentically, inclusive marketing can be really powerful. But when it's done poorly (remember that Pepsi ad?) it can be reputation-ruining. With Bonds' track-record, we reckon this'll be a hit.

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