Showing Multiple Dimensions of Diversity Leads to The Most Effective Marketing
The winds of change are blowing through the advertising landscape. There is a growing awareness of the importance of inclusive marketing, and the advertising industry is making progress. But are we genuinely achieving diversity or falling into the tokenism trap? Are we perhaps mistaking a single aspect of diversity for the whole picture?
The current state of diversity in advertising
In the last five years, the increased awareness of inclusive marketing has led to improvements in diverse representation. However, this progress comes with a significant caveat. A closer look often reveals a one-dimensional approach to diversity. Case in point is the Beauty & Hygiene sector. No-Kno's Belgian Ad Diversity Barometer reveals a wide range of ethnicities represented in Beauty & Hygiene commercials and more body positivity, indicating a positive trajectory for the industry.
“77% of models featured in Belgian beauty and hygiene commercials are under 35”
But while ethnic diversity is improving, age representation remains inadequate. Our data shows that 77% of models featured in Belgian beauty and hygiene commercials are under 35. This neglect of older demographics raises an important question: Can we call our campaigns diverse if they consistently exclude a substantial portion of the population?
The impact of age representation on campaign performance
Ignoring age diversity is a missed opportunity from a business perspective. A study published in the Journal of Advertising Research found that age-appropriate models can significantly boost ad effectiveness.
Other research supports this finding. A study by Ulster University, shows that using models of the same age and gender as the target audience could increase click-through rates (CTR) by 125% to 323%. These numbers are too significant to ignore and highlight the effectiveness of true diversity in advertising.
The multi-dimensional nature of diversity
While the progress in ethnic representation and body positivity is commendable, it's important to recognise that diversity encompasses multiple dimensions. Age is just one aspect that's often overlooked. Other dimensions include, among others, gender identity and expression, sexual orientation, socioeconomic status, physical abilities, religious beliefs, and educational background.
“Campaigns featuring diverse representations across multiple dimensions are more effective”
A study published in the International Journal of Advertising underscores the importance of intersectionality in advertising. The research suggests that campaigns featuring diverse representations across multiple dimensions are not only more effective at engaging a broader audience but also at fostering positive brand perceptions. This again highlights the need to consider all dimensions of diversity, not just age and ethnicity, in advertising strategies.
Real-world examples
Let's examine two contrasting examples to illustrate the impact of multi- dimensional diversity in advertising:
Success story: Dove's "Real Beauty" campaign
Dove's long-running "Real Beauty" campaign has been praised for its inclusive approach. The campaign features women of various ages, ethnicities, and body types. By embracing multiple dimensions of diversity, Dove has not only improved its brand image but also seen significant sales growth. According to a case study published in the Harvard Business Review, the campaign contributed to a 30% increase in sales over its first ten years.
Missed opportunity: The luxury fashion industry
In contrast, the luxury fashion industry has been slower in fully embracing diversity. While there has been progress in featuring models of different ethnicities, age representation still needs to be improved. A content analysis published in the Journal of Fashion Marketing and Management found that older models (over 50 appeared in less than 5% of luxury fashion advertisements despite this demographic having significant purchasing power.
The path forward: embracing true diversity
Brands have the power to drive meaningful change in the advertising industry. Here are some actionable steps to embrace true diversity:
Research: Conduct a comprehensive diversity audit of your campaigns using tools like our No-Kno baseline scan. This will help identify gaps in representation across various dimensions. Invest in market research to understand your target audience's diverse needs and preferences.
Strategy: Develop a multi-dimensional diversity strategy that goes beyond surface-level representation. Be prepared to challenge traditional industry norms.
Creative: Educate your team about the importance of intersectionality in advertising; Collaborate with diverse creative teams, specialist, and/or focus groups to ensure authentic representation and avoid stereotypes.
Implement: Set measurable diversity goals and regularly track progress.
The diversity imperative
The journey towards true diversity in advertising is ongoing. While we've made progress, particularly in ethnic representation and body positivity, there's still much work to be done.
The question is no longer whether we should embrace diversity but how to do it more authentically and consistently. Are you ready to take on this challenge and lead the way towards a genuinely diverse future in advertising? Contact No-Kno today to get started.
Sources:
Grau, S. L., & Zotos, Y. C. 2016. Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 355, 761770.
Gopaldas, A., & DeRoy, G. 2015. An intersectional approach to diversity research. Consumption Markets & Culture, 184, 333364.
Neff, J. 2014. How Dove's 'Real Beauty' Went From a Confidence-Building Ad Campaign to a Global Movement. Harvard Business Review.
Lewis, D. C., Medvedev, K., & Seponski, D. M. 2013. Awakening to the desires of older women: Deconstructing ageism within fashion magazines. Journal of Aging Studies, 274, 379387.