Echoes Of Bias: The Cost Of Ignorance In Advertising

In 2018, Dolce & Gabbana faced controversy around 3 videos uploaded on the Chinese social media network Weibo to promote its upcoming Shanghai runway extravaganza (NPR). Chinese folk music is playing in the background as the videos show an Asian woman trying to eat pizza, spaghetti, and cannoli while wearing Dolce & Gabbana attire. The next voiceover, speaking in Mandarin, explains how to "properly" eat the dishes. The voiceover asks in jest, "Is it too big for you?". The outrage led to enormous reputational damage and the brand boycott (Bloomberg). Unfortunately, the D&G example is one of the many.

In the ever-evolving landscape of advertising, a silent narrative seems to persist: the reliance on stereotypes.

Read along to learn how persistent advertising stereotypes not only perpetuated social biases but also led to financial repercussions for brands and loss of consumer trust. More importantly, let's dive into key lessons for brands to consider.

“I am black, and almost every script feels like a joke. It is always the same single mother narrative with little variations.”

- Anonymous quote from an actress

“When you are Asian, the only role you get casted for is a smart immigrant that wants to make it in America”

- Anonymous quote from an actress

Research shows, due to the fear of professional repercussions and loss of opportunities, actors and models tend to stay silent regarding their concerns of stereotype-based typecasting.

However, talent perceptions and insights often reflect public opinion, even more accurately than executive assumptions.

Indeed, the true cost of stereotypical ads not only lies in the talent, who reluctantly play the cliché roles but also in the diminishment of the connection between brands and consumers. Based on a survey done by Adobe in 2019:

• 34% of individuals stopped supporting a brand whose marketing doesn’t represent their identity.

• 62% of respondents reported that a brand’s diversity, or lack thereof, impacts how they view that brand’s products or services.

Authenticity and clear representation is not only a business liability, it is becoming a company’s bottom line in creating meaningful relationships with their customers. Ignorant advertisements result it:

• Audience Disconnect

• Brand Damage

• Reduced Market Share

• Loss of Customer Trust

Based on these insights, here are key lessons for brands to consider:

• Embrace Real Diversity: as referenced in the stats from Adobe, create ads that reflect the varied demographics of your consumer base.

• Avoid Alienating Through Stereotyping: Steer clear of clichés and stereotypes to prevent alienating customers, leading to brand reputational damage.

• Engage in Cultural Sensitivity: invest in research into your customers’ cultures.

• Conduct Independent Surveys: Regularly survey talent and crew using third-party agencies to take in internal perceptions and opinions, as they often reflect your customers’ opinions, too.

Our ‘Eyes On Production’ survey provides the ability to benchmark your progress as well as guide you in building a collaborative culture that centres around satisfied and productive talent, where a diverse talent does not feel “different”.

The survey also ...

• Presents data-driven solutions for successful implementation of DE&I initiatives

• Provides a general overview of industry standards

• Brings actionable insights from collected data

***This is advice only. Always ask a consultant.