A More Diverse Marketing Industry Can Produce More Inclusive Marketing

In an attempt to address historical underrepresentation of minorities within their advertising, more companies are developing advertising that reflects their diverse customer base. 

But Shelley Willingham, chief revenue officer for The Diversity Movement, warns that companies have to be careful because this can lead to inauthentic marketing. “For example, your marketing team might be planning an ad featuring a same-sex couple because they know the LGBTQ+ community holds an estimated $3.9 trillion in total buying power. But what if your CEO has publicly backed anti-LGBTQ+ political candidates or causes? Maybe your company’s healthcare plan doesn’t support LGBTQ+ employees,” she writes in an article for Forbes.com. “Crafting an ad campaign that reflects your diverse consumers is great, but if your commitment to DEI doesn’t extend to your employees and the community, your culturally diverse ads may be seen as performative.”

Another issue is a misunderstanding of the value of diversity in advertising. Companies may be unaware of the negative impact a lack of diversity in advertising can have on their brand image and sales. Consumers are increasingly expecting more diversified advertising representation, and organizations that fail to match this demand risk losing market share.

To overcome this issue, the advertising industry must be proactive in promoting diversity and inclusion. This can include initiatives targeted at expanding minority presence in the industry, such as internship and mentorship programs, as well as training and education programs focusing on unconscious bias, diversity, and inclusion. Companies can also attempt to diversify their advertising campaigns by selecting casting directors that prioritize diversity in their recruiting procedures. By taking these steps, the advertising industry can begin to address the problem of underrepresentation and better reflect the diversity of the population.

Deloitte consultants advise that marketers set goals for their DEI efforts within marketing, within their workplace, and via their engagement with the world outside of their office buildings. “Our data tells us that high-growth brands (defined as those with annual revenue growth of 10% or more) are more frequently establishing key performance metrics for diversity, equity, and inclusion (DEI) objectives than their lower-growth competitors.”