The term “inclusive marketing” has become a trending topic in the industry and a catchphrase used very commonly. The unfortunate part, however, is that the industry is still playing catch-up from an execution standpoint. People of color still advocate for being heard, seen, and represented across screens, especially regarding marketing efforts. Brands and advertisers fail to make the COMMITMENT to inclusivity because they’ve operated on a “set it and forget it” model. Brands and advertisers must make it their top priority to not only reach these audiences but think about serving them strategically. Brands may use diverse talent, but if they lack diverse messaging, personalized experience, targeting, or effective delivery, they will fall short and create a poor experience for the users.

Pew Research states that 48% of Gen Z individuals are considered “racial or ethnic minorities.” Compared to a study of American millennials in 2002, only 39% of Millennials were considered “racial or ethnic minorities.”. These consumers are growing, and their spending power is increasing with time. Bain predicts that by 2030, Gen Z and Gen Alpha will make up a third of the luxury goods market, and spending from these generations will increase three times faster than older generations. The power of these expenditures can be won and kept by clearly understanding their world - including their aesthetic, social, and cultural needs that most brands often miss as they focus on one or the other vs. covering them all.

If “variety is the spice of life,” why are we so scared of embracing it? In 2022, diversity in video ads receded despite the notable gains in the previous years. According to Marketing Dive, White actors comprised 73% of people appearing in video creative in 2022, compared to 66% in 2021 and 67% in 2020. Men also dominated the screen, accounting for 65% of people appearing in ads and 73% of voices heard. As highlighted by Adweek, the latest Super Bowl commercials lacked notable representation of the LGBTQIA+ community - a community that comprises over 20 million people, according to the Human Rights campaign. Per The Hollywood Reporter, only four commercials during the game clearly represented the LGBTQ+ community, which is not much improvement compared to 2022. These are all significant steps backward.

As Edward Enninful quotes, “Without diversity, creativity remains stagnant.” In a world of heightened media and audience fragmentation, creative relevancy should be a top priority for brands to capture attention and drive meaningful engagement with their users. However, diverse talent representation is insufficient to achieve the DEIA goals. According to the Adobe survey, 58% of LGBTQIA+, 53% of African American, 40% of Hispanic, and 38% of Middle eastern users stopped supporting brands due to the non or misrepresentation of their culture in content that goes beyond the talent representation.

At BGN, we understand the following principles:

1. Diverse messaging is more than just Spanish subtitles - let’s advocate for representation on the creative team.
2. A personalized experience is highly contextual - we need to understand where they are and meet them there.
3. Effective delivery means understanding their patterns, media consumption behavior, and decision-making factors.

Brands must exhibit both cultural and behavioral intelligence when it comes to their consumers. At BGN, we not only know how to ask the right questions but also can answer them and PUSH BACK on non-productive ideas. Our diverse leadership and talent help bring different perspectives to the table that help to solve these business challenges better. For us, understanding the user mindset is not only a checkbox but a priority and an ongoing commitment. We know that when consumers fully engage with your products, it is good for the business, and everyone wins.

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If you need to improve on effectively reaching and engaging your diverse audiences, contact us at hello@backgroundnoise.co, and we will strategically guide you in your business needs.