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Diversity in Advertising

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The term diversity in advertising describes how marketing campaigns display individuals from various cultural and racial and gender and social background groups. The growing multicultural diversity of societies requires companies to include various racial backgrounds in their advertising because this method delivers better results for their marketing efforts (MAZODIER).

Advertising that includes all people enables viewers to find their own identity through both media content and marketing materials.  The presence of identity elements in advertisements enables individuals to establish a stronger emotional bond with the brand. The result will establish brand trust while simultaneously building a positive company reputation.

The authentic representation of diversity in advertising requires proper implementation. The primary purpose of diversity initiatives for some businesses exists as a marketing tool instead of an honest effort to achieve inclusion. The growing awareness among consumers leads them to examine how brands present cultural identities which they now consider important.


Figure 1: Example of diversity in advertising showing people from different cultural backgrounds participating in a marketing campaign.


REFERENCE

ESSEC. “Why Inclusive Advertising Is a Win-Win.” Psychology Today, Sussex Publishers, 8 Sept. 2023, www.psychologytoday.com/ca/blog/be-in-the-know/202309/why-inclusive-advertising-is-a-win-win.

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