When it comes to inclusive storytelling in the media and advertising industry, there has been a positive development: the formation at the UN of the ‘Stereotype Free Alliance’ has been banning gender stereotypes in advertisements in several countries around the world.
In the United States, for example, organizations like See Her are collaborating with the National Advertisers Association (ANA) to advocate for representation and how women are portrayed in media, marketing and entertainment, although this has not yet made it into any official legislation. In Brazil, 74% of marketing professionals already understand the importance of representativeness in advertising campaigns, and 62% agree that gender equality is an important factor in targeting marketing campaigns. In the face of so many advances, why are we still talking about representativeness in 2023? Because there is still a lot of work to be done.
While regulations are an excellent starting point, the ways in which gender bias is portrayed are often so subtle that monitoring is a difficult task. Stereotypes are everywhere, from the use of terms in the Portuguese language to the professional or domestic environment. For example, only 7% of women were portrayed in a professional scene in 2022, down from 16% in 2021. All of this sends clear messages about social dynamics. When we talk about spending on ads, the issue is even more revealing, as people with lighter skin and gender representations considered more traditional have shown to receive more investment, showing that representativeness laws still do not have as much influence in the sector.
Instead of focusing on what is legally required, brands can take it a step further by proactively shaping their creative to authentically represent and speak to their audience, building trust and loyalty at the same time.
What are brands doing about it?
In addition to the commercial part, advertisements have a social and cultural function. Representation shapes how people see themselves, their abilities and their bodies. According to Unicef, the impact of harmful stereotyping can cause low self-esteem and body confidence, present an additional barrier to education and career choice, negatively affect health, gender expressions and much more.
Many advertisements, from toys to laundry products to cosmetics, are still heavily sexualized, promoting not only outdated views of male and female behavior but also unrealistic body expectations. The consequences of these unhealthy trends, exacerbated by social media culture and the ubiquity of photo editing and filters, impact everyone. Pervading our digital spaces, these ideas of unattainable bodies give rise to disorders and harmful behaviors, such as muscle dysmorphia, excessive plastic surgery and the use of weight loss medication.
There have been steps in the right direction, with campaigns addressing issues such as self-esteem and gender bias, revealing how definitions still constrain career choices, and providing resources, workshops and guides to fill in those gaps. But with recent research confirming the persistent gender disparities in Health, Early Childhood and Home Care, with just 3% of Preschool and Kindergarten teachers and 13% of Registered Nurses represented by men, it is clear that brands can and should go further to help level this disparity.
Strategy that exceeds contemporary expectations
There’s no reason brands can’t be explicit about who their target audience is, but they can do so by using a diverse cast of people and thinking beyond superficial traits. This requires a deep understanding of not just the audience, but how that audience connects with the product and brand values. It requires a clear vision of the brand’s purpose, and companies that can align that purpose with consumer expectations will succeed in developing authentic and meaningful campaigns.
This holistic alignment ensures that a brand accurately promotes the values and ideals consumers embrace with every purchase. And, according to an Ipsos study, 70% of respondents say they buy from brands they believe reflect their own principles. In Brazil, 74% of consumers agree that brands have an important role to play in the social conversation, and 76% of consumers agree that companies should strive to end racism, xenophobia and other forms of hatred, according to a study published by ‘Foundational Kantar Sustainability 2021’.
It’s worth noting that consumers these days have higher expectations when it comes to diversity in representation, both in front of and behind the camera. Inclusive marketing requires a fully integrated approach, encompassing internal hiring and retention, as well as campaigns and products for users with different interests and needs.
Creating Authentic Campaigns Responsibly
By seeking out the stories that matter, actively listening and incorporating those insights in product and campaign development, brands become familiar with consumers’ wants and needs in real time, verifying and eliminating unconscious biases and assumptions at the same time.
Many are risk-averse when it comes to portraying reality, but doing so is essential if brands are to truly connect, providing real experiences. When we talk, for example, about body shaving, which became popular in the early and middle of the 20th century, it was only in 2018 that brands started to show real body hair in ads aimed at female audiences. The campaign that finally broke the taboo went viral, but that took almost a century to happen. Meanwhile, skincare ads rarely portray anything other than blemish-free skin, which doesn’t invoke confidence in a product, or recognize the different qualities and textures of skin.
More generally, brands need to embrace practices like gender-neutral marketing, and move away from more traditional categorizations of age, ethnicity or socioeconomic status. Instead, segmenting consumers based on content consumed not only stays in line with contemporary privacy-first attitudes, but is also more inclusive.
Advertising as a Force for Good
The representation of visual storytelling in media can inspire action and encourage change, or negatively affect mental health and block an individual’s potential. Brands that wish to connect with their audiences through their values and purposes must also be aligned with their discourse, when it comes to internal practices and structures. Talking is not enough, there needs to be a clear commitment to accountability and diverse representation.
However, this shouldn’t put anyone off: when developing creatives, companies excel when they advertise accurately and authentically. True representativeness, when well crafted, opens brands to new audiences and expands possibilities. In the end, a more inclusive approach benefits everyone.
Article signed by Fernanda Acacio, CEO of MGID Brasil
* This text does not necessarily reflect the opinion of Adnews.
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