Research carried out by Teads shows that almost 78% of Brazilians believe that the media plays a fundamental role in perpetuating racism
The most recent case of racism against the Brazilian player Vincius Jnior is reverberating worldwide in the media and also on social networks, rekindling a recurring discussion: how society and brands can change this unfortunate scenario.
The whole situation generated a wave of support and a search for justice on the networks and, as a result, the sponsors received a lot of pressure from the public. Some of them took a stand and, in some cases, canceled their contracts because of the exhausting episodes of racism.
Aiming to gather the point of view of consumers, Teads, a global media platform, has just released the survey “Racism in the media and advertising in Brazil”, which seeks to point out the sector’s role in combating racism in the country. The study revealed that more than seven out of 10 respondents see the media as an important agent in perpetuating the situation and 67% believe that companies should be more concerned with promoting diversity and inclusion in advertisements and advertisements.
Still according to the survey carried out by Teads, 28.4% of respondents have already noticed some form of prejudice in entertainment programs and 24.1% have already noticed some type of prejudice in content on social networks, followed by 18.3% in journalism programs or in TV news, and 12.8% in online news stories.
These are extremely important guidelines in society that still do not find the expected representativeness in the actions of the advertising sector and in the positioning of brands. Especially among the younger generations, the issue is a decisive factor at the time of purchase and that, very soon, will start to impact the revenue of companies that do not keep up with this market maturation, says Cau Stfani, leader of insights at Teads in Brazil.
The survey also reveals that the group that most observes this type of subject is Generation Z, due to the fact that this generation cares more about issues related to inclusion and diversity, not accepting to consume content that goes against their principles and values. 70.1% of them stated that they had stopped or would stop buying a product from a brand if they considered that the advertising campaign was offensive or racist.
(Credits: Jannik Skorna/Unsplash)
