Annual study carried out by Elife and agency SA365 analyzed the publications of the 20 largest advertisers in the country
The representation of blacks and pardos in Brazilian advertising increased by six percentage points. This is what he pointed out in ‘Diversity in Brand Communication in Social Networks’, an annual study carried out by Elife and the SA365 agency that identifies the presence of minority groups in brand communication.
The analysis – carried out on almost 12,000 posts from the 20 largest advertisers in Brazil, according to Kantar Ibope, on Instagram and Facebook – showed that the number increased from 38% in last year’s survey to 44% in 2022.
Fanta, Ponto, Budweiser, Cerveja Antarctica, Seda, Skol, Bradesco, Clear, Gatorade, Vivo and Casas Bahia are those with a participation of blacks and browns greater than or equal to the Brazilian population, that is, more than 50% of the publications.
In relation to spaces, the study showed a better distribution of the presence of black and brown people across the different categories. When it comes to black women, the financial sector continues to be the focus of the list after the end of actions with emergency aid, with 26%.
In addition, other sectors such as beauty and hygiene also gained prominence and recorded the female presence in 25% of publications. Followed by 11% in telecommunications, beer and food and beverage.
Black men, on the other hand, appear in smaller percentages: 19% in the financial sector; 16% in retail; food and non-alcoholic beverages14%; hygiene and beauty 14% and beer with 13%. The elderly black is represented by the financial sector in 50%; the fat black, by the brewing industry with 33%; and the gay black was represented mainly by retail with 43%.
LGBTQIA+
According to an estimate by ABGLT (Brazilian Lesbian Association), 10% of the Brazilian population is LGBTQIA+. However, LGBTQIA+ groups appear in only 8% of the analyzed publications – with about 2% being represented by trans people.
The presence more than doubled in relation to the last edition of the study, in which the group was included in only 3% of the posts. When comparing 2021 with 2020, the year in which the stop did not take place due to the lockdown, it was possible to perceive the importance of the event in the brands’ agenda.
Although in the same classification, sexually diverse people are not equally represented. Cisgender men are the majority in the group, followed by trans women and soon after, cis women. Attendance increases in June due to LGBTQIA+ Pride month.
There are some segments that have greater LGBTQIA+ participation, such as retail (25%); cleaning (16%) and hygiene and beauty (13%). As for brands with LGBTQIA+ participation greater than or equal to that of the population, there are: Downy; Close up; Bahia Houses; Engov; Pepsi; Guarana Antarctica; Rexona and Bradesco.
Seniors and plus size
Aiming at the elderly, only 4% of the publications bet on the representation of the elderly. The percentage represents a drop of three percentage points in relation to the last year, which registered 7% in its last edition.
The financial sector is the one that most uses the representation of the elderly in its communication, followed by the pharmaceutical and beer industries.
Looking at obese people, only 4% of the publications had people in these conditions. Cleaning and beer brands were the most representative. However, in all of them there is a predominance of the thin pattern, without considering the diversity of body types.
