• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
Monday, January 30, 2023
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Featured

How agencies are aiming for a more diverse world through inclusive advertising?

by Editorial
May 9, 2022
in Featured, Think Through
Reading Time: 4 mins read
A A
Shiva Bhavani, CEO & Founder of Wing Communication
Share Share ShareShare

With campaigns and advertisements promoting diversity and inclusion, advertising agencies have certainly taken a leap forward toward achieving more equality. In a country as diverse as India, it is highly necessary to inculcate diversity in every aspect. With a predominantly male culture, India has experienced a lot of gender inequality and downright misogyny. Recently, however, gender roles have been shifting in a positive way and advertising has been at the forefront of showing the changing roles of women. In terms of the power quotient of influencing people’s opinion,  the advertising world holds a greater place and power of influence over framing the opinion of society.

In today’s world, people have started to get more cautious about issues around them and are urging brands to be woke too. There is still a lot of work to be done to drive meaningful, long-lasting change, despite the desire from industry leaders and organizations to support representation and inclusion. As social justice movements, such as Black Lives Matter, gain traction, advertisers have shifted their focus to diversity, highlighting the work still needed to improve equity, tolerance, and inclusion. Marketing and advertising have the power to influence a person’s beliefs and children & families are constantly exposed to their messages, hence, inculcating diversity and inclusion in marketing messages can have a significant positive impact on them.

In a modern and technologically advanced society, today’s youth looks out for much more than just details of the latest seasonal sale. Instead, they want to know if a brand supports diversity and inclusion both publicly and behind closed doors. This is a focus that is also becoming more important to brands. In the past two years, brands that featured the most diversity in their advertising performed 69 percent better than those that featured the least diversity.

The power of inclusion and diversity in advertising

Being inclusive in advertising isn’t only socially and morally right, it’s also good for a brand’s ROI. According to Global MONITOR, 65% of consumers say that it’s important that the companies they buy from actively promote diversity and inclusion in their own business or society as a whole. As a society, we’ve seen a massive shift around equality and representation in the last ten years. Specific movements have gained momentum around the rights of certain groups.

However, what does any of this have to do with advertising? All of it, it seems. The ability of advertising to shape society rather than reflect it is what makes it powerful. In addition to selling products and building brand equity, the very best creative can change behavior and shape society. It is true that some consumers believe advertising is responsible for creating and reinforcing negative stereotypes. Therefore, the industry has an important role to play in bringing about change.

When someone asks Alexa, “What is love?“ Alexa will share a response from one of the eight participants in the campaign. Every one of them describes a time when someone’s everyday act of love made them feel seen, heard, loved, and included. Ad Council and Amazon Ads did this to inspire audiences to take meaningful action toward creating a more inclusive world.

Inclusion in the advertising industry right now has become one of the topmost priorities in today’s world. Now more than ever the consumers are informed and are familiar with their available options. The increase in consumerism may be the most compelling reason for companies to showcase diversity in their advertising. In a study done by Google, it was found that people are more likely to consider or even purchase a product after seeing an advertisement that is diverse or inclusive.

In what ways do the agencies make their advertisements more inclusive?

– Knowing your audience: The key to knowing your audience is not just labeling them, but doing research on them! It is impossible to fully understand other people’s experiences, but by learning about other cultures and life experiences, you will be able to connect with them through your creativity. When your audience interacts with your content, you want them to feel like they can truly relate to it. It is especially crucial when advertising to an audience you don’t want to feel excluded from.

– Reviewing work with people with different perspectives: It is important to view your work from a variety of angles. By doing so, you will ensure that your advertising is accurate, relevant, and inclusive. When creating advertisements, be aware of your biases and use empathy. We all have something called implicit biases. You must first acknowledge your implicit bias in order to prevent it from affecting your work. Your implicit bias does not make you a bad person. There is an instinctual survival mechanism at play here, but we must overcome it.

– Educating ourselves: It is very important to keep up with the news, and not just from your own perspective. Think about every aspect, read personal stories, fact-check, and talk to others about what you have learned.  An open mind is also crucial to creating inclusive advertising. No matter how different your life experience is from someone else’s, that doesn’t mean it isn’t a reality other people live. In advertising and marketing, this sense of empathy is crucial. Marketing to people requires putting yourself in their shoes in order to better relate to and engage them.

Inclusive and diverse advertisements work because they focus on experiences and pain points that buyers of the products can relate to regardless of their race, gender, age, and so on, but bring representation to new audiences. They answer the questions that linger in everyone’s mind and make underrepresented groups feel welcome and understood by the brands at the same time.

Article is authored by Shiva Bhavani, CEO & Founder of Wing Communication.

Tags: AdvertisingShiva BhavaniWing Communication

Related Posts

38pc notice brand ads on TV, followed by Digital at 32pc: Survey
Featured

38pc consumers notice brand ads on TV, followed by Digital at 32pc: Survey

January 30, 2023
Black White Orange named Exclusive Licensing Agent for Netflix in India, South Asia Markets
Featured

Black White Orange named Exclusive Licensing Agent for Netflix in India, South Asia Markets

January 30, 2023

LATEST NEWS

Black White Orange named Exclusive Licensing Agent for Netflix in India, South Asia Markets

Black White Orange named Exclusive Licensing Agent for Netflix in India, South Asia Markets

January 30, 2023
SBI Securities unveils its new brand identity

SBI Securities unveils its new brand identity

January 30, 2023

MARKET ANALYSIS

38pc notice brand ads on TV, followed by Digital at 32pc: Survey
Featured

38pc consumers notice brand ads on TV, followed by Digital at 32pc: Survey

by Editorial
January 30, 2023
0

Axis My India, a consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a...

MOVERS & SHAKERS

Unilever appoints Hein Schumacher as CEO
Featured

Unilever appoints Hein Schumacher as CEO

by Editorial
January 30, 2023
0

Unilever today announced the appointment of Hein Schumacher as its new Chief Executive Officer, following an extensive, global search process....

InMobi elevates Swapnil Ravindran as Head of Sales

InMobi elevates Swapnil Ravindran as National Sales Head

January 30, 2023

MARKETING

UpScalio-owned Hestia and Homepuff onboard Neha Dhupia as brand ambassador
Featured

UpScalio-owned Hestia and Homepuff onboard Neha Dhupia as brand ambassador

by Editorial
January 30, 2023
0

UpScalio's home and kitchen brands, Hestia and Homepuff, have partnered with actor Neha Dhupia to onboard her as the face...

Subscribe to Newsletters

ADVERTISING

Standard Chartered appoints Sarabjit Anand as Chief Technology and Operations Officer
Advertising

Skipper Pipes onboards Lowe Lintas as its creative partner

by Editorial
January 24, 2023
0

Skipper Pipes, a manufacturer of polymer pipes and fittings, today announced that it has assigned Lowe Lintas as its creative...

Garage Worldwide appoints Sanjay Deshmukh as CEO

Garage Worldwide appoints Sanjay Deshmukh as CEO

January 24, 2023
Education sector and influencers lead violations in ASCI's half-yearly complaints report for 2022

ASCI amends existing disclaimer guidelines as consumers find it difficult to understand

January 24, 2023

PRINT

Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’
Featured

Nobel laureate, Booker Prize winners, Jnanpith awardees to feature at ‘MBIFL 2023’

by Editorial
January 26, 2023
0

Nobel laureate Abdulrazak Gurnah, Booker Prize winners, Jnanpith awardees and scores of eminent authors from around the world will enrich...

The Hindu ropes in Karthik Nagappan as Head of Brand

The Hindu ropes in Karthik Nagappan as Head of Brand

January 23, 2023
Ad revenue of INS members from accredited ad agencies up 31.93 pc to Rs 6490 crore in 2021

Newspaper registration to be digitised, will cut process from months to just a week

December 29, 2022

MY COLUMN

Swathi Nathani, Team Pumpkin
Featured

Opinion: Time for employers to reimagine employment contracts, allow ‘ethical moonlighting’ – Swati Nathani, Team Pumpkin

by Guest Column
January 7, 2023
0

Moonlighting has been a buzzword in conversations recently considering the coverage it is getting in the media. However, it is...

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Prescience 2023
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • Think Through

Medianews4u.com © 2019 - 2022 All rights reserved.