Blog
Consumers demand authenticity. Are marketers supplying?
Consumers increasingly reject perfection in favor of relatability and authenticity. We explore this cultural shift, comparing brands from the past and present. We highlight the role of authentic and inclusive marketing strategies in connecting with modern audiences and growing your brand.
Insights From One Year Of Diversity Analytics
After examining a year's worth of diversity analytics and over 200,000 data points, we've uncovered three compelling trends that illustrate why good intentions aren't enough for effective diversity in advertising. Without objective diversity metrics, marketers risk overlooking crucial insights and audience perceptions, rendering their diversity initiatives less effective.
Marketers Ask, Research Answers How To Achieve Authentic Diversity in Advertising
When is diverse representation in marketing done right? Marketers often ask this question. Well, there is no definitive answer. It is a strategic decision, but like any other marketing decision, it should be informed by facts. Here are a few data points to consider
Which Diversity Boxes Do I Need To Check In My Employer Brand?
While salary, commute time, growth opportunities, and job stability often come first, Diversity, Equity, Inclusion, and Belonging (DEIB) plays a vital role in both attracting and retaining talent. The challenge for your employer brand is demonstrating genuine inclusivity and representation, ensuring it doesn't appear as mere box-ticking.
Inclusive brands do well, even in a polarised climate
Some marketers worry about political controversy from diverse and inclusive campaigns. Evidence indicates otherwise. In fact inclusive brands are loved on either side of the political spectrum.
Marketers suffer needlessly from gerontophobia*
Marketers have a conundrum on their hands: above 45 have the largest purchasing power, but marketers believe that "aspirational" equals "young". This article shows that portraying older people does not contradict aspirational advertising.