The power of inclusion and diversity in communication
Today, being inclusive in communication is not an option, it is an obligation. The media was, until recently, a parade of stereotypes. The protagonists, their bodies and approaches were similar, aspirational in a single sense. Fortunately, for some time now, the rules of the game have changed. The diversity means that practically the majority of stories opt for one of these notes: feminism, disability, LGTB rights, racism…
Something has already changed in the brand communication. Aware of this, brands have taken a turn in their communication with the aim of reaching this marginalised public and showing their responsibility towards today’s society. There are no angels at Victoria’s Secret, no naked bodies at Abercrombie or sculpted bodies at Nike.
Diversity and inclusion is necessary, real, but it needs to be worked on. Brands have turned their approaches upside down. In particular, fashion brands had for years set alien examples. Now we are lucky to see diversity of all kinds. This is not going to be a one-off moment. In fact, no beauty brand is going to sacrifice its models. There’s room for everyone, but we’ll agree that advertising anti-wrinkle creams with 20-somethings was unrealistic.
About feminism, we enter into a debate that may prove to be a tricky one, and therefore, necessary. The “what” is easy to understand, but not so much the “how”, where brands run the risk of being unable to represent their consumers and offering them wrong messages that cause rejection, despite their associated desire for change. Brand communication has to adapt to the needs of generations such as Z and we cannot fall into a lack of depth and knowledge.
According to a study by the Geena Davis Institute from USA, which specialises in research on gender in the media, 82% of marketers say that their ads and communication avoids stereotypes. However, it also found that 76% of women felt that advertisements portrayed an outdated version of them. Active listening to the consumer is therefore extremely important.
Showing diversity is more than just a purpose. One of the main objectives of the communication campaigns is to communicate products, ultimately to sell. Brands that were not focused on evolving and adapting their communication quickly realised that their sales were declining, mainly because the new generations did not identify with them. Adapting brand values to the new era and knowing how to communicate them is also essential for brands.
One brand that has understood this is Adidas. Recently, the company created 43 new bra styles to provide a better and more diverse support experience and did so with a communication campaign featuring different breasts. “Risky” or “controversial” were some of the adjectives used to describe a work that was completely out of the norm. The result: millions of impacts, but more importantly: a product that really responded, from diversity, to the needs of its consumers.
Therefore, diversity is not a new trend, it is a new need that brands must be clear about in all their communication campaigns.
Solves everyday problems. And also, sells.
