It’s 2019, yet advertisers and marketers still woefully underrepresent minorities in all types of advertising. Yes, this lack of representation and diversity matters because it signals that if you’re not of the mainstream, you don’t count. The media has symbolically annihilated you.
Diversity in Marketing
Let’s put aside the fact that this misrepresentation does great psychic harm to individuals and instead focus on this from a purely marketing standpoint: if you want someone’s business, you need to see them. You need to let them know – symbolically – that they matter to you.
If an advertiser/marketer continues to neglect minorities in their media representation? Well, they will continue alienating the almost 40 percent of the U.S. population that is not White, non-Hispanic and Latino.
Doing so also reflects poorly on a brand as a whole, as it purposely is choosing to exclude entire groups of people. Backlash may result.
Don’t forget, the percentage of minorities in the U.S. is only going to continue to grow: brands could be missing out on potential sales. From a purely economic viewpoint, they’re making a huge mistake to ignore these potential customers.
The Benefits of Diversity
Here’s how diverse media representation can help a brand:
- Eighty-eight (88) percent of U.S. marketers in a 2017 survey said that “’using more diverse images helps a brand reputation.’”
- As mentioned above, minority representation can have a big impact on a company’s bottom line. Members of minority groups are often tightly knit, and massively influence their peers with word-of-mouth via social media.
- Diverse representation means more than ethnicity: it includes gender, sexual orientation, age, and so on.
Remember: we are more likely to buy from people who understand us; who “get us.” Including minorities in your media helps prospects see that you value them. The U.S. is no longer solely filled with suburban households headed by white males with stay-at-home wives and two kids. (It actually never was in the first place!) We are multicultural. Ensuring that your marketing/advertising includes minorities is not only the right thing to do, because it more accurately reflects your audience, but it’s also great for business.
Ingenex Digital Marketing can help you make sure to showcase a more diverse America in your media representation while helping you attract the target market perfect for your products and services.