Most importantly, if you’re unsure about what message you’re sending, ask. Someone is bound to know more than you, and it could mean the difference between a misguided or a meaningful message of inclusion.
– Donovan Mansinon-Salazar, Senior Graphic Designer at Tinuiti
It is, however, important to note that authenticity is key. When making strides toward inclusivity, keep in mind that representation doesn’t happen overnight. If you see a problem, make clear and actionable goals to increase the diversity of design and executive teams, and be willing to admit that lack of diversity.
Customers want to align themselves with brands that take an authentic approach to values that reflect their own.
This campaign for River Island is a great example of authenticity in design. The representation in this campaign is clear and effective. The clothes are advertised, yes, but by people that we don’t often see gracing the covers of magazines or plastered on billboards.
Strive to Show Authenticity in Advertising
These are the questions consumers are asking, and make no mistake, they are asking. Therein lies the balance to strike. If you’ll be issuing a statement, put meaningful action behind it. Give consumers something tangible. And do it all year long. This is the part where authenticity comes back into play. Featuring and uplifting underrepresented communities isn’t an event; the Black community isn’t Black History Month, the queer community isn’t Pride Month, Native Americans aren’t Native American Heritage Month. To be truly authentic to your customer base, show them that you aren’t reacting to a movement but instead, you are the movement.
In our recent Holiday Shopping Trends Report, nearly 40% of respondents ages 18 to 23 said their spending will reflect their support for racial equality. – Francis Bonilla, Senior Manager, Creative Services at Tinuiti
“Everybody should feel beautiful and see themselves represented.”
As companies, creatives, designers, and advertisers, we have the responsibility to provide experiences that accurately represent the diverse audience our content serves.
Inclusive design is not a passing trend.
“We need to not only look at the diversity in the final advertisement but also who gets a say in how it’s built.”
Authenticity is key, and representing the diverse audiences that your advertising serves will bring the right kind of recognition to your brand.
The brands that get it right will be rewarded with loyal customers and will set themselves up for success. One study showed that brands with higher “diversity scores” showed an 83% higher consumer preference.
They want the leaders and representatives of the brand to align with their core values as well. With renewed energy behind conversations around race, inequality, diversity, and inclusion, consumers are turning to the lineup of corporate executives to see if a brand has made strides to reflect their customer base. A stark lack of diversity in the higher-ups of a company can be a deal-breaker for consumers. “I wouldn’t necessarily buy from a company solely based on a statement of support, but I probably won’t from the companies who do not.”
Start Inside and Build an Inclusive Team
Consumers are only getting smarter about their buying practices. When considering whether to purchase from a brand or not, customers are now looking past price and quality.
In an industry plagued by ideas of the “perfect body,” Girlfriend Collective takes a brand stance by featuring women of all shapes, sizes, and colors. This representation can be seen site-wide informing customers that their ads and branding are not a one-off event. In an industry plagued by ideas of the “perfect body,” Girlfriend Collective takes a brand stance by featuring women of all shapes, sizes, and colors. This representation can be seen site-wide informing customers that their ads and branding are not a one-off event.
In an industry plagued by ideas of the “perfect body,” Girlfriend Collective takes a brand stance by featuring women of all shapes, sizes, and colors. This representation can be seen site-wide informing customers that their ads and branding are not a one-off event.
If you’ll be issuing a statement, put meaningful action behind it.
– Savannah Wisham, Senior Creative Manager at Tinuiti
One company that has baked this authenticity into their mission is Changing the Face of Beauty. This non-profit takes aim at the beauty industry to diversify its talent pool, specifically in regard to individuals with disabilities.
