Marketing built for everyone, not just for some.
A complete, sourced guide to All In — the inclusive marketing toolkit Google built from its own advertising audits, then opened to every marketer at all-in.withgoogle.com.
What is Google's All In toolkit?
A short, direct answer, followed by the context behind it.
It is not a single document but a resource hub, organized around four practice areas — building diverse teams, shaping inclusive strategy, making inclusive creative choices, and holding work accountable — plus a growing library of audience-specific guides covering disability, race and ethnicity, gender, LGBTQ+ identity, religion, age, and body type. Google makes the whole toolkit available to anyone in the industry, not only to its own marketing staff and agencies.
The year Google's inclusive marketing workshop became mandatory training for its marketing staff and agency partners.
Googlers from across marketing who sit on the internal inclusion panel that reviews campaign work.
Share of the global population that identifies as disabled — a core reason accessibility sits inside the toolkit, not beside it.
Why Google built it in the first place
All In did not begin as a public resource. It began as an uncomfortable internal audit of Google's own advertising.
Google reviewed its own campaigns — and didn't love what it found
An internal review of Google's marketing surfaced clear patterns: women were consistently given less speaking time than men on screen, Black people were repeatedly shown in narrow roles such as sports and dance, and both Latino audiences and people with disabilities were significantly underrepresented across the company's own creative work.
Research, a workshop, and a review panel
Those findings pushed Google to bring in outside inclusion experts, survey consumers directly, and turn the resulting insights into a workshop that has been required for everyone working in Google marketing — plus its external agencies — since 2017. A panel of more than 90 Googlers with varied backgrounds began reviewing campaign work for representation.
Opening the toolkit to the industry
Google eventually packaged this practice into the All In toolkit and published it publicly, later co-developing audience-specific guides with outside organizations and expanding it with dedicated resources such as an accessibility handbook and an inclusive event design guide.
Four practice areas the toolkit is built around
Not a linear checklist — four places inclusion needs to live at once.
Build diverse teams
Guidance for embedding underrepresented talent into the people and partners making creative decisions, so the perspectives in the room shape the work from the start.
Craft inclusive strategy
Tools for weaving inclusion into planning at every stage — audience definition, media strategy, and the creative brief — instead of adding it after the fact.
Make inclusive creative choices
Practical prompts for scripts, storyboards, casting, and copy that help teams avoid stereotypes and portray communities with nuance and authenticity.
Hold the work accountable
Representation audits and creative targets that let teams measure progress after launch, not just intend well before it.
Guides co-created with outside experts
U.S.-focused guidance built with organizations that specialize in each community, so the advice isn't Google's alone.
Disability-inclusive marketing
Frames marketing as needing to both represent disabled people accurately and be genuinely accessible to them — thoughtful language without letting word choice derail the story.
With Disability:IN & LaVant Consulting
LGBTQ+ representation
Detailed insight for portraying LGBTQ+ people and stories with nuance, moving past a single narrow narrative.
With GLAAD
Gender representation
Guidance addressing patterns like unequal speaking time and narrow gender roles found in Google's own audit.
With Geena Davis Institute on Gender in Media
Race & ethnicity
Guidance aimed at moving Black, Latino, and other audiences of color beyond the overused, stereotyped roles the internal audit surfaced.
With ADCOLOR
Religion & belief
Guidance for depicting people of different faiths and belief systems accurately and respectfully.
With Tanenbaum Center for Interreligious Understanding
Inclusive events
A 21-section guide covering everything from attendee lists and badges to signage and neurodiversity at in-person events, also available in Spanish.
With ADCOLOR, Disability:IN, GLAAD & Tanenbaum Center
Who reviewed and endorsed the toolkit
All In is co-created rather than Google working alone — both on the audience guides above, and at an industry-body level:
Common questions about All In
Is All In only for Google's own marketing team?
No. Google requires the underlying workshop for its own marketing staff and agency partners, but publishes the toolkit itself for free to any strategist, creative, or brand manager at all-in.withgoogle.com.
What sparked Google's inclusive marketing practice?
An internal audit that found women got less speaking time than men, Black people were repeatedly shown in narrow stereotyped roles, and Latino people and people with disabilities were significantly underrepresented in Google's own advertising.
How is accessibility handled inside the toolkit?
Google added a dedicated accessibility handbook, built with Disability:IN and LaVant Consulting and endorsed by the 4A's and the Ad Council, treating accessible marketing as inseparable from disability-inclusive representation.
Does the toolkit only cover advertising, or events too?
It also covers live events: an Inclusive Event Design Guide spans 21 sections on topics from badges and signage to neurodiversity and supplier diversity, developed with ADCOLOR, Disability:IN, GLAAD, and the Tanenbaum Center.
Where does Think with Google fit in?
Think with Google is Google's separate marketing-insights publication; it regularly features articles and case studies — including on accessible and inclusive marketing — that reference and expand on the All In toolkit.
Where this guide comes from
This page summarizes public reporting and Google's own published material. For the primary, most current resource, always go to the toolkit itself.
- All In — the official toolkit, all-in.withgoogle.com
- "All In: Our inclusive marketing toolkit", The Keyword (Google's official blog)
- "Inclusive marketing means accessible marketing", Think with Google
- GLAAD's announcement of its All In partnership with Google, GLAAD.org
- "Google Adds More Insights to its 'All In' Marketing Accessibility Resource", Social Media Today
- "Google updates toolkit to make advertising more accessible", Centre For Accessibility Australia
- "Inside Google's New 'Inclusive Event Design Guide'", Event Marketer
- "Inclusive marketing resources to strengthen your brand's messaging", Search Engine Land