There have been several advertising trends that have changed how brand messages are constructed and that have opened the door to the emergence of new protagonists in advertising.One of the best examples is the popularization of female empowerment advertising. Women have come to occupy new roles in advertisements and brands and companies have begun to understand the negative impact of the stereotypes they used in their advertising on a social level.Another great example is the representation of families in advertisements and, especially, the role of parents. They are taking on a leading role in advertising and achieving a representation that goes beyond the ignorant parent unable to change a diaper.Of course, all these changes have paralleled social changes and adjustments in what consumers were doing and expecting from day to day. At the same time, the dominant tendency to expect brands to have priorities and principles, to have clear values ​​that their customers can identify and connect with, has also impacted how advertising strategies have been designed.

And, finally, an important element has led companies to make this decision to change. Ads have Croatia Phone Numbers List changed because not only are consumers expecting it to happen but also because these new messages are powerfully profitable.Consumers connect with those adsThe analyzes demonstrate this and make it clear that consumers already connect much better with an advertising that represents a world that resembles the one in which they live. The last to point in this direction was a study by The Female Quotient, in collaboration with Google and Ipsos, which, based on a sample of American consumers, has tried to understand the importance of diversity in advertising.Their data makes it clear that, in general, consumers are more inclined to buy those products whose ads show a diverse and inclusive reality.

On average, 64% of those surveyed acknowledge that they take “some type of action” (from buying, considering the brand or investigating it more) after seeing these types of ads.The youngest consumers are also positioned above the average. 77% of millennials and 76% of teens respond positively.A parallel to the reality in which they moveThe data is not exactly surprising. It is logical that, in a diverse world, consumers want to see that diversity reflected in the advertising of the products that they seek to connect with them, especially if they themselves are part of one of those demographic groups that are considered part of that diversity. Analysts are clear, as they point out in the study’s conclusions, that consumers already expect this diversity to be conveyed in advertisements.

And, as they recall in the conclusions of this study, they are not the only ones who have reached these conclusions. A study by the Alliance for Inclusive and Multicultural Marketing and Universalize also indicated that those advertisements that manage to capture the diversity of the society to which they are intended also have the best data on effectiveness and impact.The most efficient ads are those that manage to function as a positive mirror of the society in which consumers move. The perception of the brand and the recognition of the same also increase in parallel.Therefore, and in conclusion, it is no longer just a matter of ethics or morals for companies. Diversity in advertising is already crucial also to directly sell.

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