M&M’S Commit to Creating Belonging & Inclusion Worldwide

M&M’S, part of the Mars Incorporated portfolio of brands, has announced a global commitment to creating a world where everyone feels they belong, by promoting an inclusive society. It has committed to increasing a sense of belonging and inclusion for 10 million people worldwide by 2025.

The iconic candy brand’s announcement is built on more than 80 years of bringing people together with its bite-sized colourful candies and flavours. Its evolved M&M’S brand’s strategy is built on purpose, which promises to use the power of fun to include everyone.

“M&M’S has long been committed to creating colourful fun for all. And this purpose serves as a more concrete commitment to what we’ve always believed as a brand; that everyone has the right to enjoy moments of happiness, and fun is the most powerful way to help people feel that they belong,” stated Cathryn Sleight, Chief Growth Officer at Mars Wrigley. “As one of the world’s most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M’S?”

Studies show our desire to belong is as strong as our desire to be loved; and that desire is common for all people irrespective of culture, race, ethnicity, geography, or location, noted the candy maker. M&M’S used this insight to create the M&M’S ‘FUNd’ to track the brand’s impact on its mission; which will offer resources, mentorship, opportunities and financial support in the arts and entertainment space to help ensure people have access to experiences where everyone feels they belong.

INCLUSIVE, WELCOMING & UNIFYING

This year, fans of the iconic M&M’S brand will also see changes in the brand’s look and feel as part of its evolution; each intended to reflect its new commitment. They include:

• A fresh, modern take on the looks of our beloved characters and more nuanced personalities to underscore the importance of self-expression and power of community through storytelling. 
• An enhanced focus on the brand’s iconic colour palette and the use of different shapes and sizes of M&M’S lentils across all touchpoints to prove that all together, we’re more fun. 
• An added emphasis on the ampersand (&); a distinctive element within the M&M’S logo that serves to connect the two Ms to demonstrate how the brand aims to bring people together. 
• An updated tone of voice that is more inclusive, welcoming and unifying; while remaining rooted in our signature jester wit and humour.

CELEBRATING DIFFERENT CULTURES

“We’re excited to reveal our new M&M’S brand look and feel, which fans will see come to life across all M&M’S touchpoints around the globe,” added Jane Hwang, Global Marketing Vice President, Mars Wrigley. “From new product innovations to brand campaigns, our evolved characters and our experiential retail stores, we’ll incorporate colorful visuals, inclusive messaging and our purpose into all we do to prove that all together, we’re more fun. In fact, this purpose is already on full display at the new M&M’S store in Berlin; which features multiple languages on signage as an invitation to all and our most diverse Associate base that celebrates those from different cultures, backgrounds and generations.”

The new global commitment from M&M’S is just one of many actions being taken across Mars Incorporated to create a world where society is inclusive. These include a commitment to gender balanced leadership teams; running an independent annual diversity audit of its advertising (run by the Geena Davis Institute on Gender in the Media); and its role as Vice Chair of the Unstereotype Alliance, part of UN Women, amongst others.

Did you know that the majority of consumers prefer to buy from brands with diverse and inclusive advertising? Here’s why.