Diversity and Inclusivity in advertising
By Nate Johnson, Media Strategist
Diversity and inclusivity are important topics in the advertising community right now – and that means we’re seeing more representation and targeting towards minority communities.
But why is it so important in advertising? And why is it important in planning campaigns?
Rather than being a mirror on society, advertising has a powerful ability to shape it. In planning, we can start opening up discussions with brands about their own creatives, as not only can they sell products and build brand equity, but it can also change behaviours, perceptions and shape society. Indeed, some consumers believe that advertising has been instrumental in creating and reinforcing negative stereotypes. Therefore, we, in the advertising industry, have an important role in leading change.
Being inclusive in advertising isn’t only socially and morally right, it’s also good for brand ROI. According to a 2021 study by Kantar Global MONITOR, 65% of customers believe it's critical that the businesses they support work to actively promote diversity and inclusion within their own operations or within society at large. To connect with consumers, brands can consider how to incorporate a better representation of age, sex, disability, race, ethnicity, origin, religion and economic status in their messaging and storytelling. It can be as simple as inclusion of diverse members of our society, or even supporting charities behind the scenes which uplift these underrepresented communities.
There is still a long way to go, even if many advertisers are now conscious of the significance of gender and racial inclusion. Despite making up almost a quarter of our society, we rarely see advertisements that include or depict members of the LGBTQI+ community. The good news is that LGBTQI+ people are more frequently shown as regular family members than as the punchline to jokes in the media. Here is a campaign from Netflix that demonstrates what we mean: these diverse characters, representing a range of ages, races, sexual orientations, cultural backgrounds, and disabilities, aren't just punchlines; they are members of the family.
The Netflix “Sex Education” campaign is just one example of how brands are working to tell stories that highlight diversity in all its forms. There have been many other successful recent examples of how brands can take a stand with their messaging. As the Women's Euros has come to an end we want to highlight a brilliant campaign that tackles diversity in gender. EE Hope United, a team made up of both male and female athletes, has emphasised how important it is for men to support women during the Euros by motivating them to take ownership of the issue of sexism online and elsewhere.
Other examples include Shea Moisture’s “It comes naturally” campaign celebrating black women and their resilience.
It goes without saying that inclusive advertising increases ROI. Consumers are also aware of the value of diversity. We can reach these various groups by careful planning, and if the brand's creative can connect with and include these underrepresented communities, it will obtain favourable impressions and influence contemporary culture.