Society is increasingly divided, with 47% of the UK and 49% of the US concerned about societal breakdown. Gaps persist in the representation of the LGBTQ+ community, people with disabilities, and older adults in advertising. Active inclusion, where diverse characters are portrayed with respect and nuance, has been shown to drive both short-term sales and long-term brand equity. Brands are encouraged to lead with empathy, enrich their storytelling, and address broader issues such as climate change, food security, and societal divisions.