Representation Matters
We hear this over and over again. And most people agree. However, not all representation is created equal, and this is important to recognize, especially to ensure your efforts in including more people in your marketing are received positively rather than being met with frustration and skepticism.
As the number of brands embracing inclusive marketing and prioritizing visual imagery that accurately represents their target audience grows, it becomes crucial for marketers to become well-versed in how to do representation in marketing the right way.
When done right, it demonstrates to underrepresented consumers that you’re committed to them and their communities. When done right, representation in marketing makes the people you serve feel seen, supported, and like they belong with you.
Below are what consumers have shared with me in recent years about what is important for them to see in terms of representation. But first, to make sure we’re on the same page, let’s talk about why representation in marketing is so important.
Why Representation in Marketing Matters
The people you serve need to see themselves and who they aspire to be reflected in the visual imagery your brand puts forth. When they see themselves, it is a permission slip to take the next step forward with you in your customer journey. When they don’t, many consumers receive the message “this isn’t for me” and go off in search of another option that does make them feel like they belong.
The 2021 State of Representation in Marketing study I conducted revealed that 74% of consumers choose to buy from and engage with a brand as a result of seeing themselves represented in the visual imagery a brand puts forth.
Representation also has the effect of impacting how consumers feel about themselves. In that study, one consumer said they wish brands knew, “The damage they do by underrepresentation.” Another consumer said they wished brands knew, “How much it can affect someone and their feelings about themselves when they never see themselves represented [in marketing]. Like they are not important.”
Impact of Representation
These sentiments were present on social media in 2018 when Cosmopolitan UK put plus-size model Tess Holiday on the cover. One woman shared, “If I had seen plus women like me on magazines growing up, it wouldn’t have taken 25+ years to love my body.”
With representation, brands have both power and responsibility to influence not only the way consumers feel about themselves but also how they feel about other people. One study showed that exposure to highlight reels of women’s sports changed attitudes for the better toward female athletes.
French telecom company Orange followed this insight and created an ad in advance of this year’s FIFA Women’s World Cup, highlighting that good representation really can influence perceptions of underrepresented groups, in this case, the skill, competitiveness, and emotion of women’s sports.
How To Do Representation in Marketing the Right Way
1. Representation in marketing includes more than just photos
The on-ramp for many brands starting with inclusive marketing focuses on making their visuals more representative. But switching up your visuals doesn’t prove that your brand is inclusive. Consumers will believe you are inclusive when it is representative throughout your brand.
One respondent said, “It’s more than putting someone on an ad. They need to create products that cater to different people. Hire people that are diverse.” Another commented that, “I wish they included more types of people in their campaigns and in their actual companies as senior leaders.”
Key Areas to Focus On
- Products: Ensure the products you develop showcase, acknowledge, and support the differences of the people your brand serves.
- Content: Build a content plan that allows your target audience to see themselves represented in what you publish.
- People: Building representative teams is an important part of demonstrating that your brand is inclusive.
- Marketing: Ensure adequate representation exists in your marketing mix to connect with your audience at every touchpoint.
2. Representation must tell an accurate narrative
Too often, the narratives told about people from underrepresented and underserved communities aren’t accurate; they often reflect harmful stereotypes. As your brand starts to infuse representation, take time to ensure the narrative you’re communicating is well-aligned with real-world experiences.
3. Longevity and intention matter
Customers notice if your representation efforts seem temporary or insincere. It’s important to demonstrate a genuine commitment to inclusivity over time. Perseverance in supporting underrepresented communities can help earn their trust and loyalty.
Conclusion
By promising to make your brand’s commitments to DEIA representatives throughout all areas of your marketing mix, you will earn the attention, trust, and loyalty of consumers from underrepresented and underserved communities. Representation, done authentically and consistently, has a profound impact.
