Page 12 - Hispanic Market Guide 2022

10 Inclusive portrayal in advertising must be authentic to be impactful. In the U.S., nine out of 10 chief executives and advertising, promotions, sales & marketing managers are non-Hispanic white. Globally, the numbers are also grim. Data from the industry group Creative Equals from the U.K. shows that there are very few people from underrepresented groups among the people making ads. Brand Implications Only... 1–2% of staff are disabled. 3% of CEOs are Black, Asian, Multi-Ethnic. 17% of creative directors are women. 6% of creatives are over the age of 50. Backlash can occur when you get portrayal wrong. One of the reasons for it to go wrong is when companies aren’t walking the talk: they make big claims about inclusivity and yet the work they produce, and the experiences of the staff, tell a different story. Often, the advertising industry isn’t entirely representative of the audience it’s creating content for. Done correctly, inclusive and diverse portrayal in advertising leads more impactful ads and eventually will help you grow your brand. This is why it is critical to partner with the right segment marketing specialists, not just check off DEI or diverse casting boxes. Copyright © Kantar & Affectiva “Power of Inclusive Portrayal in Advertising” 2021 It’s important to immerse yourself into the world of the people you’re representing and co-create together with them—this often means partnering with culture marketing expert agencies. Investment in multicultural marketing is a must to get the recipe for success right: • Pick content, messages and themes that are relatable, leveraging cultural insights, empathy and emotional power. Subconscious trigger points across races are different, so take care to understand your target audience before you create the ad for them. • Ensure you consider intersectionality: multi-racial ads, inclusive and diverse ads that stand to unify are considered progressive and have a positive impact on those under-represented in advertising. • Have the right mix of inclusive casting, celebrating culture and diversity as a way of life. You have the power to challenge unconscious bias and create a greater sense of community through diverse and inclusive advertising. • Hire in-culture marketing experts to guide you from the planning stages through campaign execution and results analysis. 12 HMC 2022 HISPANIC MARKETING COUNCIL