Why the creative industry needs a class reckoning, with Emilia Kireli-Reed

I like to think of branding and marketing as tools for connection – ways to build trust, grow communities, and reach the right people. But what if the way we’re marketing is actually widening the gap instead of closing it? What if it’s making real connection less likely?

This week on The Soap Box, I’m speaking to Emilia Kireli-Reed, founder and creative director of Kireli Studio, one of the few branding studios solely focused on social and ethical impact, about how the creative industries can unintentionally (and sometimes very intentionally) feed division.

Whether it's the dominance of middle-class voices in Adland, or the relentless push for hyper-aspirational visuals being pushed out by AI, we unpack how branding shapes what people believe is normal, successful, and desirable. And we chat about what that absence of representation does to those who never see themselves reflected, including how it can leave people more vulnerable to being manipulated by political or cultural figures who claim to see and represent them.

We also talk about:

• Emilia’s journey from a working-class background into the world of creative agencies, and what led her to start an agency of her own
• Why the idea that “more diversity” automatically solves the problem needs to be challenged
• Class culture, power, and the hidden assumptions embedded into so much of marketing and brand strategy
• The need for purpose-led businesses to think critically about the messages we're putting out into the world. What tropes might we be reinforcing?

If you're serious about using your business as a force for good (which, if you're here, I'm pretty sure you must be), this conversation invites you to look a little deeper. Because it’s not just about what you say, but who you’re saying it for.

So grab a coffee, fold your laundry, or take us with you on a walk – and listen to Emilia get on her soapbox.

Emilia's Links:

Kireli are on a micro mission this year to help more women secure investment. If you're a female founder raising funding, or someone working in this space who’s keen to connect, they'd love to hear from you.

Kireli Studio Website
Follow Emilia on Instagram
Connect with Emilia on LinkedIn

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