M&M’S is Committed to Creating a World Where Everyone Feels Accepted

The M&M'S brand, part of Mars, Incorporated, is launching a global platform to empower a sense of belonging for ten million people around the world by 2025, aiming to connect and support each other.

M&M'S, a brand known for its colorful and unique characters, has been synonymous with fun and diversity for 80 years. Striving to continue this tradition and enhance the promotion of inclusivity in the world, it now aims to enhance the sense of belonging for 10 million people worldwide by 2025 through the power of fun. As part of this mission, the M&M'S FUNd has been created – an advisory board whose role is to monitor the brand’s impact on the company’s mission, which will offer resources, mentorship, opportunities, and financial support in the arts and entertainment space to help people feel a sense of belonging.   

– Numerous studies have shown that our desire to be accepted is as strong as the desire to be loved, and it is common to all people, regardless of their differences. This is precisely what motivates us as a company to be drivers of positive change, to use our voice, and to direct our efforts towards creating a better world for everyone. This is also supported by the new purpose of M&M'S – to connect people around the world by helping them see their differences and inspiring them to overcome barriers that prevent them from feeling part of a community – said Vanja Vagić, Head of Corporate Communications at Mars.

To complement its mission and portray the world as a place where everyone feels accepted, M&M'S is undergoing certain changes that brand lovers will notice in design, features, and products. The palette of the brand’s recognizable colors will be expanded, and various shapes and sizes of M&M'S candies will be used to show that diversity enriches us. Additionally, a fresh and modern take on the appearance of the brand’s favorite characters has been designed to emphasize the importance of self-expression and the strength of community, as their appearance, personality, and stories make them unique representatives of today’s society.

Mars has been paying significant attention to social issues and the theme of inclusivity for many years to enhance its business while raising public awareness of the challenges faced by vulnerable groups on a daily basis. This includes, among other things, a commitment to creating gender-balanced management teams, conducting an independent annual audit of advertising diversity (led by the Geena Davis Institute), and chairing The Unstereotype Alliance, which is part of UN Women.