Representation in marketing is crucial for engaging diverse consumers, but not all representation is equal. As more brands prioritize inclusive visuals, marketers must learn to do representation the right way.
Representation Goes Beyond Photos
Consumers believe a brand is inclusive when representation is present throughout your entire brand, including:
- Products: Ensure products cater to the differences of the people you serve.
- Content: Build a content plan that represents your target audience, from videos to podcasts to influencers.
- Teams: A representative team demonstrates true commitment to diversity and inclusion. Hire consultants in the interim as you build.
- Testimonials: Showcase success stories from underrepresented groups, despite systemic barriers they may face.
Authentic Narratives
Ensure the narratives you communicate align with the real-world experiences of marginalized communities you represent. Avoid perpetuating harmful stereotypes.
Consumers are skeptical of sudden representation efforts that feel inauthentic.
Changing imagery suddenly to include diverse individuals can feel gimmicky if not supported by a track record. Brands in the early stages of embracing representation can earn trust through consistent, long-term support of the community.
Make representation a priority throughout your marketing mix. You will earn the attention, trust, and loyalty of underrepresented consumers. Commit to producing content that ensures they feel seen and validated.
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