Don’t Just Put Diversity in Ads, Consider Inclusion Too

Over the past two years, for the first time in history, brands are paying attention to representation in their advertising. Meaningful progress has been made. Yet the reality is, if teams are thinking about the topic of 'diversity' in isolation - and as a box they simply need to check - they aren’t doing enough. 

Simply featuring a person of colour, or a model that isn’t a size two, is the bare minimum and won’t cut it. Brands must also consider equality and inclusion to build authentic, trusted brands that reflect our society and world today. Here are three things brands and agencies alike should consider as part of any campaign. 

Context is everything. It’s not just about who you show, it’s about how you portray them and who is telling the story. Is the ad showcasing an outsider looking in or a first person perspective? Showcasing diversity means little if it’s done without careful attention to context. Showing people in situations that push back against simplistic media representations can help us overcome stereotypes and educate consumers. It’s also good for business. Consider that audiences are likely to find authentic portrayals interesting and stimulating, as they grow sick of the same old tropes they’ve seen time and time again. 

Expand your definition of diversity. While race and gender may already be key considerations when thinking about representation, challenge your team to expand their definition of diversity. Is your work inclusive of people with disabilities or people that are gender nonconforming? Have you represented families with different socioeconomic backgrounds or religious beliefs? While you don’t need to do everything at once or “check every box,” recognise that the word diversity has a broad definition and may not always be visible, so you shouldn’t limit your own thinking. 

Check your own biases. At the end of the day, we’re all humans with unique lived experiences. This means we all inherently have our own biases shaped by what we’ve gone through. Have people speak for themselves whenever possible, instead of assuming how a certain group should be portrayed. Default to curiosity and respect when telling a story that you have not personally lived through. Most importantly, use a critical eye at every stage of the creative process so you can recognise where you should challenge your own thinking, then get a second (or third, or fourth) perspective to get it right. 

Align internal cultural values. Portraying diversity externally means little if it isn’t a core part of your brand’s values and belief system. Without diverse perspectives and inclusive conversations, it's unlikely you’ll be able to create something that reflects these values. For household name brands or global agencies it can be difficult to make company-wide cultural shifts, but it is possible to do so at a team level. Make diversity, equality and inclusion something you hire for and advocate for, regardless of your seniority level or role.