Diversity isn’t a new topic, nor do we have experts in this field. But much progress is being made, and we, collectively as a society, are learning and trying each day to be more inclusive and remove bias, unconscious or deliberate, in our day to day workings.
The dialogues around diversity and inclusion have been most dominant in the U.S., Europe and Africa, off late. The Asia Pacific isn’t behind. DEI (diversity, equity, and inclusion) is gaining more awareness led traction.
For enterprises, their consumers and target audiences are learning simultaneously. They are no longer tight-lipped in their fight for diverse representation. Instead, they hold the brands answerable for their choices should they fall short of taking a position on critical social issues, such as discrimination, gender equality, and systemic racism.
In turn, this makes tuning the messaging and optics in line with DEI principles a critical mandate for us, marketers, to authentically connect with our audiences worldwide.
But it isn’t about throwing in a simple image in the mix anymore. It goes deeper into understanding the consumer’s psyche and building products that fulfil their needs.
Here are five representation-dimensions brands must consider towards being inclusive while planning a campaign:
Gender identity
“The soul has no gender” — Clarissa Pinkola Estes
Transgender, gender-fluid and non-binary representation matters. Period. As we collectively move towards breaking barriers and challenging dated norms, the media should mirror a gender agnostic landscape.
Real-world case study: Jeep’s campaign for its new car, the Renegade 2019. Location: Brazil. Campaign name: “Your Instinct is Jeep”.
The company used ad creative to feature both male and female protagonists to impact its audience positively.
Also Read: Why the ‘Downfall’ of Boeing is a big lesson on diversity for all of us
Not only was it very well received by the female audience, but the diversification of gender portrayal also drove positive business results, with at least a three-point increase in conversions among women who saw ads with a female lead.
Sexuality
“Love is never wrong.” — Melissa Etheridge
It has to be “loud and proud” all year long. Adding a rainbow icon to all ad assets during Pride Month won’t cut it.
Real-world case study: Early ’90s in the U.S., when IKEA aired a commercial showing two men as a couple, shopping for a dining table, on national television, it made news worldwide. It was not well received.
Fast forward over two decades: at the Sydney Gay and Lesbian Mardi Gras, so many companies, including banks CPG products like mouthwash and apparel brands, are using rainbows and other LGBTIQ+ symbols to market their products.
Race
“Our ability to reach unity in diversity will be the beauty and the test of our civilisation.” — Mahatma Gandhi.
Racism exists. Social movements like “Stop Asian hate” and Black Lives Matter” have made more media headings recently, entangling brands into the conversation, occasionally involuntarily.
Despite what corporations have done to address racial discrimination, there are significant gaps between expectation and performance in several metrics among all ethnic clusters.
Brand marketers can ensure inclusive campaign assets by bringing in a range of complexions, thus avoiding perpetuating colour biases.
Real-world case study: ThirdLove, an American lingerie company that aims to make items for all different body types, implemented this brand message through a show of real women (not photoshopped or high-fashioned models) of all shapes, sizes, ages, ethnicity, gender identity or sexual orientation in their marketing assets.
Disability
“I don’t need easy. I need possible.”— Bethany Hamilton
A wide range of people with disabilities needs their stories to empower and normalise their identities. Yet, most brands have not recognised this opportunity.
Real-world case study: ASOS, the British online fashion and cosmetic retailer, launched its wheelchair-friendly jumpsuit, before the pandemic, back in 2018.
The company teamed up with BBC sports reporter and British Paralympian Chloe Ball-Hopkins to fashion a stylish yet practical jumpsuit. The jumpsuit, of course, can be worn by anyone, irrespective of whether they are in a wheelchair or not.
Age
“It is the age of no age” – Madhura Moulik
Also Read: Building the rainbow bridge: How businesses can foster Diversity & Inclusion in the workplace
While everyone in marketing is obsessed with the millennials, the fact that humankind is undergoing one of the most remarkable demographic changes in history is getting colossally overlooked.
Boomers, millennials, Gen X, Z or A, the marketing collaterals needs to have representations across generations.
Real-world case study: In 2017, Dove launched its Real Beauty Pledge promising that its marketing would reflect all its customers, regardless of demography.
The talented Mario Testino photographed thirty-two real women and girls, aged 11 to 71, from over 15 countries to mark this launch. These portraits were on display in New York City as a showcase for Dove Real Beauty, celebrating the brand’s 60 years.
In conclusion
There remains an evident mismatch between brand intent and consumer perception, truer when dealing with the narrative of historically underrepresented groups of people.
The good news being stronger intent across society is the ultimate enabler.
Hence, from celebrating one’s culture to portraying the myriad walks of life, given the significant role advertising plays in shaping society, marketers and brands have to sync up and play our part to move the needle and create inclusive messaging.
Join us!
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