Inclusivity’s Impact on Growth: How Wicked Became a Cultural Phenomenon

December 13, 2024
by Santiago Solutions Group

The blockbuster Wicked has given the classic story a new sense of life, proving that diversity drives cultural impact, growth, and consumer loyalty.  The film resonates deeply with modern audiences through innovative marketing and meaningful representation, blending entertainment with social relevance.

DEI Themes in Action

At the core of Wicked’s success is its commitment to diversity in storytelling. The cast features Cynthia Erivo, a Black actress renowned for breaking barriers in roles like Harriet Tubman in the film Harriet (2019). As Elphaba, she continues to challenge traditional narratives surrounding female antiheroes, bringing depth and representation to her character. Marissa Bode, an actress who uses a wheelchair in real life, plays Nessarose, setting a new standard for disability representation in mainstream cinema. Both Erivo and Bode are part of the LGBTQ+ community, among others like Johnathan Bailey and Bowen Yang, showcasing the true diversity and inclusion across the impressive cast.

Erivo explained to media outlet Elle Magazine that she requested her character to have microbraids, saying “There’s a complete connection between me and her—we’re not just erasing who’s playing this character […] When you’re in this skin and you walk around, you are immediately an ‘other.’ It was a really wonderful experience to be able to step into this role, outside of my own skin, and into someone else’s, who has also been ‘othered.’ It’s important to know what it feels like. I hope that this shifts and changes things across stages.

The cast extended these themes into their promotional efforts. Unlike many press tours with rehearsed soundbites, Erivo and Grande shared personal connections to their roles, speaking on feeling “othered” and their own self-acceptance journeys. Their openness resonated with fans, making the press tour a natural extension of the film’s themes of authenticity and inclusion.

Marketing Beyond the Norm

Universal Pictures took inclusivity further with an unprecedented $350 million marketing campaign, partnering with over 450 brands to engage audiences across demographics. Collaborations spanned luxury fashion, experiential activations, and consumer goods. One standout partnership with Lego introduced a Wicked-themed set, sparking intergenerational excitement, reaching Gen Alpha consumers and their parents, and challenging stereotypes with a product traditionally marketed to boys.

“I was really excited they stepped up in the way they did. I thought that was a big early indicator of how broad we could go.” a Universal’s CMO, Michael Moses, shared with Variety. By aligning brands that echoed the film’s values, the campaign created authentic touchpoints for consumers, driving both engagement and loyalty.

And in today’s digital world, the impact of user-generated marketing can’t be overlooked. The release of Wicked ignited a social media frenzy among all generations, particularly on TikTok, where the hashtag #Wicked amassed over 1.2 million posts. Fans of all kind participated in viral trends, including Kobie Turner from LA Rams recreating the dance sequence in “What Is This Feeling?”; cosplay transformations showcasing Elphaba’s green-skinned look in public (like Gen Z Mexican-American actress Xochitl Gomez); and comedic reinterpretations of quirky interview moments from the press tour. While most trends have been dominated by Gen Z, Millennials are speaking out on Tik Tok to remind younger fans that they’ve loved Wicked for 20 years since its debut in 2003. By tapping into the interactive nature of social platforms, Wicked turned fans into marketers, driving cultural relevance and enhancing engagement.

Inclusivity & Authenticity Pays Off

The strategy paid off handsomely. Wicked grossed over $450 million so far, breaking the record for the biggest opening for a film based on a Broadway adaption and best opening for a non-sequel film in 2024 (Digital Spy). Ancillary partnerships generated an additional $100 million in co-branded product revenue. These numbers underscore the growing consumer demand for stories and campaigns rooted in authenticity and representation.

In response to the demand of this story from audiences, director Jon M. Chu said, “that it was speaking to a new voice of a new generation.”

Wicked illustrates how inclusivity fosters deeper consumer connections. Its diverse casting and authentic marketing didn’t just resonate; they inspired loyalty, creating a cultural moment that transcended the film itself. Fans felt seen, valued, and included in the magic, which translated into record-breaking engagement and financial returns. Through thoughtful representation and innovative marketing, Wicked sets a new benchmark for the entertainment industry.

 

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For 20 years, Santiago Solutions Group (SSG) has guided growth pathways for scalable returns by uncovering cultural and marketplace insights.
These insights forge the fact-based foundation for effective business and brand growth strategies aligned with cultural insights across Hispanic & Asian acculturation levels, Black, LGBTQ, Non-Hispanic White, Gen Z, Millennials, and other segments.

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