Diversity In Advertising - What Are The Challenges?
Two of the main purposes of running advertisements are:
• To raise awareness about the brand;
• To resonate with the target audience.
The second purpose is more challenging. In fact, 65% of US consumers expect brands to promote diversity and inclusion in online advertising but 53% do not feel fully represented (1). People want to see themselves being represented authentically in the media they consume.
A significant obstacle to achieving true representation is the lack of diversity in leadership roles. Decision-makers often do not mirror the diverse population, resulting in biased perceptions of certain groups rather than authentic portrayals.
What is the solution then?
The key lies within the production crew and talent. Creative production teams are usually more diverse than the management layer. They can provide valuable guidance on whether a scene will be perceived as offensive or ignorant. However, as our experience shows, they can only do so if they have a way to share their input anonymously without fear of repercussions.
When diverse voices from within are heard, advertisements can resonate more genuinely. This is where our expertise can help.
Our customised and anonymous 'Eyes On Production' survey translates the cultural, ethnic and ethical nuances into data, letting you bridge the gap and create truly inclusive advertisements.
Learn more about our Production Survey here.
***This post is advice only. Always ask a consultant.