Advertising: why a good campaign should be inclusive

2023-09-05 13:00:00

Inclusiveness in refers to the inclusion of individuals with different social identities and ethnic backgrounds. We want to feel watched, listened to, understood, and that also holds for publicity. If we feel represented, we are more likely to feel connected to an ad, and therefore more likely to react positively to it. Thus, companies have an interest in developing more inclusive .

People from minority groups feel underrepresented in , which so far has mostly portrayed white characters. Given the impact of on society, brands can use inclusive to boost societal identification promoting that everyone belongs to society. For example, it has been shown that in the face of non-inclusive , American consumers from minority backgrounds identify less with American society. In addition, these consumers also tend to buy mainstream brands less because they feel less connected to the society in which they live.

Attract millennials

On the contrary, if they feel a stronger societal identification, people from minorities are more likely to buy mainstream brands. Consumers want to support brands that look like them, and millennials in particular appreciate inclusive .

Furthermore, without the inclusion of minorities, companies are missing out on a large segment of the market. Indeed, the purchasing power of non-white consumers in the United States has reached $4.9 trillion, nearly the combined GDP of France and Italy. This can impact their brand leadership, i.e. the tendency of consumers to buy popular products and brands.

In conclusion, more inclusive can improve the way individuals identify with society, since they would see themselves included in the way mainstream media portrays the society they live in, and this better inclusion makes people more likely to want to buy from the brand in question. Brands that create inclusive ads can both contribute to a social cause and increase sales. Everybody wins !

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