The Ultimate Guide for Creating Ads That Are Diversity-Friendly


The following is a brief introduction to the topic:

We are living in a time of unprecedented diversity and multiculturalism. Technology has made it easier than ever for people to migrate from other countries. It is estimated that in the United States, by 2044, the total population of minorities will exceed the white population.

A savvy marketer or businessman knows their brand must adapt quickly or risk being left behind.

This article is intended to assist your business in diversifying its online marketing.

It is evident that diversity in advertising campaigns is important

The diversity of the population is growing fast.

Maryville University says that the growth of racial minorities and ethnic groups outpaces that of Caucasians. This shows that America is becoming increasingly diverse.

The U.S. Census Bureau estimates that by 2020, almost four out of ten Americans will identify as belonging to an ethnic or racial group other than white. This means the white population in the United States is expected to have decreased for the first time during the decade 2010-2020. Another U.S. Census Bureau states that by 2044, more than half of Americans would be members of minority groups.

Minority consumers relate to brands that understand them

In a recent study conducted among American Muslim consumers, 400 of 400 respondents responded “yes” to both “a)” and” (b)”. In another survey, up to 83% of people cited better representation of modern society as a reason for marketing campaigns to be impactful in a good way. 70% of Gen Z consumers also trust brands that show diversity in their advertising.

From a marketing perspective, businesses have no other choice than to update their promotional materials. Advertising is at the forefront of brands’ efforts. Diversity must be accurately represented in advertising material. Brands can only remain relevant if they provide diverse content that represents modern society.

Diversification in marketing creates significant new revenue streams.

It is easier to generate revenue by entering new markets. Diversity and inclusion lead to a more cohesive community, allowing businesses to reach new markets, increase response rates, and benefit their bottom line.

Heat, an independent research firm owned by Deloitte, found that brands with the best advertisements experienced an average gain in stock of 44% over the period ending in 2018. According to Heat, a Deloitte-owned research firm, brands with the most representative advertisements saw an average stock gain of 44% during the seven-quarter period that ended in 2018.

Microsoft Advertising found that inclusive ads resulted in 23% higher “purchase intent” among Gen Z consumers. 64% of consumers in a Think With Google survey said they took action when they saw an ad they considered inclusive or diverse.

How to add diversity and inclusion to your marketing

You can find a detailed article on creating diversity and inclusivity in your marketing campaign. It begins with your internal environment, including your team, business culture and mentality. Let’s look at this article’s highlights before we get into specifics about diversity in your advertising.

Adapting your message to the market

You must adapt your message to the market, not the other way around. If you are trying to reach out to minority consumers, be sure that your message doesn’t contradict their values.

Inclusion marketing campaigns must start with the consideration of the multi-cultural context. You’ll need to look at purchasing habits, ideals, perceptions, and communication methods.

It would be best if you had the right knowledge and combination of people in your team

You should seek out talent with diverse backgrounds or consult external agencies and consultants.

Your company will make a mistake if your marketing team is composed of individuals with similar views who choose an advertising campaign without consulting the members of the group that you are trying to reach.

It may not be enough to have members of minorities on your team. Latin America is a region with many complex relationships, including soccer rivalries. Take Puerto Rico and Dominican Republic. They are competing to make the best plantain. Imagine a Hispanic campaign mentioning that Dominican plantains were the best in the entire world.

You will gain more insight into their preferences if you connect with minority groups in person. Your brand will also gain a good reputation, and you can establish relationships between your business leaders and the community.

Diversity and Inclusion Market Audit

You must check your entire marketing structure to determine if it has enough diversity and inclusion elements.

Marketing Teams

Marketing Reach

Images and Language on Websites

Representation in collateral

Processes of decision-making

Content approval

Research on the audience

Learn from previous research

Challenge stereotypes through processes

Relatability is the ability to relate stories.

Working with Communities

Influencers are important for your business

How to create diversity-friendly ads

You can start creating ads reflecting this once you have optimized your marketing infrastructure for diversity and inclusivity. We will now examine how to create ads that promote diversity.

Ads You Must Never Use


This information is based on UNICEF’s Promoting Diversity in Advertising:

UNICEF Playbook

Racial Stereotypes : Asians and blacks excel in STEM subjects, but Blacks excel at sports.

Stereotypes about ethnic groups: Jews are very knowledgeable in finance, and indigenous people don’t like wearing clothes.

Stereotypes that Muslim girls are oppressed, accents of European origin are attractive, and accents of other countries are funny.

Cultural Approbation In the publication mentioned above, UNICEF defines cultural appropriation as:

“Adoption by a culture of rituals, icons, aesthetic standards, and behaviors from another culture.” A dominant group will often adopt the culture of a subordinate or minority group based on their social, political, and economic status. During this process, important artifacts or beliefs are appropriated.

“They are used/exploited without understanding or respecting the original meaning”.

Report ASA

The ASA Summary Report on tackling harmful racial stereotyping and ethnic stereotypes in advertising was released in February 2022. The Advertising Standards Authority, the U.K.’s independent advertising regulator, explains how:

We have published the results of a major study examining the extent to which the portrayal of race and ethnicity in U.K. advertisements could cause harm or serious offenses, including reinforcing negative stereotypes.

It was revealed that:

Reinforcement Existing Stereotypes: Repetition of certain portrayals can reinforce society’s perceptions about people from minority groups.

New stereotypes: The portrayal of BAME people (Black, Asian, and Minority Ethnics) can be one-dimensional, especially in depicting relationships, family life, and appearance.

Ads that perpetuate or reinforce racist attitudes or behaviors can evoke past traumas related to race and ethnicity, even if the advertiser is attempting to combat negative stereotypes.

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