Diversity in Ads: Inclusive Marketing (Part 1)
Diversity in Ads: Inclusive Marketing (Part 1)
Advertising is a reflection of society. We can learn history just by looking at adverts from different time periods and today, people are asking for diversity inclusion. This should not be a surprise for advertisers since movements around the world have been working on inclusive representation for decades.
This is the time for a positive change that marketers can take advantage of. According to Statista, 61% of American consumers would like to see more racial diversity in ads. 58% of LGBT consumers have stopped buying from a brand that doesn’t represent them, even though 75% of non-LGBT adults have stated being “comfortable” with LGBT presence in advertising.
7 out of 10 US consumers are choosing to not purchase from a brand, simply because they don’t agree with the brand’s social position. In most of our articles, we go back to the importance of branding. No matter how big or small your company is, branding is crucial for a business to succeed in today’s market. Great ads result in short-term purchases and long-term brand awareness, and loyalty. Thus, don’t be shy to include what your brand stands for. Diversify your employees, target various audiences with your content, and of course, your creatives.
Implement inclusive marketing
Inclusive marketing is a strategy to communicate your message to a broad audience; include diversity in your audience representation to be relatable to all races, gender, sexuality, religion, and ability. Google noted, “Diverse marketing isn’t just a box you can tick. There are so many layers to diversity beyond gender or skin color. It’s also about age. Geography. Socio-economic diversity. Relatable jobs. Abilities. Sexuality.” It’s a representation of the real world.
Here are a few of our favorite ads that focus on promoting inclusive diversity with ad campaigns:
TINDER – Invention of Together
Have you noticed another common denominator among these ads? The idea of “togetherness”. With the world being so connected by the media, the concept of togetherness is highly important in messaging today. In our Pudding insights, we see this all the time within the creatives and copy.
For example, words that include plural, inclusive pronouns such as “we” are performing much better than any product descriptive or promotional text.
In images and videos, we see an even distribution in performance between single people or groups of people, while close-ups are outperforming both. Marketers need to understand what content resonates with their audience because sometimes, a creative difference between a close-up of a person and a group of people can impact your ad’s performance.
Once a month, we release a PuddingReport, each with a different theme that uncovers some of the industry’s insights. We publish an overview of creative performance tips based on chosen metrics but for each advertiser, those creative optimizations could still vary. This strongly depends on your brand, audience, messaging, and KPIs. To personalize these, we created a free ads creative audit so marketers could get such a report based on their actual campaigns.
Diversity in ads brings purchases
Brands that include inclusive diversity in their ads see that it converts. In fact, a survey from Top Design Firms shows that 64% of consumers are more inclined to purchase immediately from an ad that includes diversity; for 18-34 years old demographics this number is as high as 75%.
However, we’d like to point out that it’s extremely important to be authentic in your diversity representation. People sense it when a brand “tries too hard” so diversify your ads mindfully and use inclusive language accurately, don’t overdo it – this is one of the reasons why your employees should also be diverse (but that’s a different topic altogether).
There are additional reasons why your brand should include diversity in ads:
- It increases customer loyalty and return purchase
- A great, thoughtful campaign can get a lot of media attention and thus, brand awareness
- Your brand could become a thought leader in the industry
Why would diversity in ads increase customer loyalty?
The answer is simple. Consumers today prefer to buy from brands they know and trust. If you’re new on their radar but you get their attention, they will keep choosing you over and over. Many people are emotional consumers so the feeling of being represented, spoken to, and seen will convert into loyalty.
In fact, Dove is actually paying other brands to include more diversity in their ads. That’s a great example of being a thought leader that gains customers’ loyalty along the way. If you’ve been following Dove’s campaigns, you’d know they’ve been active players in breaking societal stereotypes of human representation, particularly when it comes to beauty.
However, your ads don’t have to promote diversity like the brand giants listed above, but they do need to be diverse.
What is Pudding.ai doing?
Here at Pudding, we’re working on an inclusive diversity analysis for your ad creatives. This means, our AI will be able to map your ads’ creatives and create an overall inclusivity score of your campaigns.
Last week, we announced a strategic collaboration with Nielsen with an active objective to implement the inclusive diversity reporting feature. This way, our clients can use data-driven insights to make sure their social values are being represented across digital campaigns.
As a creative analysis solution, we know that creative mistakes can result in as much as 60% of media budget loss. We’re here to be thought leaders in everything creative-related while fueling creativity and knowledge that drives results. Inclusive diversity in ads plays an important role in brands’ success and failures so we’re thrilled to develop a solution to help marketers avoid bias, increase their audience reach and customer loyalty through creative optimization.