Social changes have made consumers increasingly critical of advertisements and their protagonists, the stories they tell and the way they do it. Studies and analyzes show that consumers no longer feel represented by advertising and therefore do not connect with it.Traditionally, advertising showed a kind of aspirational world, the dream vision that consumers had of their life. However, the gap between what ads show and how they do it and between reality is growing and taking an increasingly different tone. Consumers no longer feel that they are showing them that idealized vision of reality to which they aspire, but rather that the ads have lost steam because they are not able to connect with what society is like right now.The problem is much clearer in some specific niches and in some specific representations.
One of the areas in which brands and companies are failing more and more clearly, or at least South Korea WhatsApp Number List that is what consumers seem to feel according to the studies, is in the representation of women.Brands and companies continue to use the same clichés and the same resources that they used decades ago, when social changes have made them not only obsolete but also have the opposite effect than desired when those messages are served.Continuing to use those ideas has a very negative effect on brands and public perception of them, so much so that companies would have to start purging ads before they went live. That is what an analyst at the University of Texas / Austin’s Stan Richards School of Advertising and Public Relations has just established as a recommendation, which has just published a study on the matter.
“We are witnessing a major cultural shift,” explains expert Kate Pounders, “in which women expect diversity, realism and inclusion in marketing campaigns,” she adds. It is no longer just a question of “sizes and shapes” but also of “ethnicity, abilities and gender,” he adds. Consumers want ads to be headlined in a more diverse way, and diversity is not limited to just changing model sizes. They want them to be diverse in a much broader way.Diversity, one more element to analyze For this reason, marketers have to start taking into account when they launch a campaign and when they work on these elements. In the list of points that have to be taken into account before giving the green light to a campaign and an advertisement, the way in which it represents women must also be included.
Diversity has already become an element that you cannot do without and cannot take things for granted.Brands, explains the expert, need to be aware of this evolution and “proactive” when it comes to understanding what is happening and incorporating this social change in their messages and advertisements. The question is key to “win and maintain the trust and respect of consumers.”And this change may force them to make much deeper and much more structural decisions. Because right now the creative advertising field is still an eminently masculine environment, as the author explains. Incorporating women into these jobs and decision-making positions will help to see the world the way consumers want to see it.