Facebook has released a new report on the importance of diversity in advertising and the barriers that exist to facilitate greater representation in all forms of promotion.
Work in partnership with Deloitte, Facebook conducted a series of interviews and surveys to identify the main barriers limiting more representative advertising, with the aim of highlighting both the need for representation and removing systemic barriers that require greater focus to maximize that push.
As explained by Facebook:
“Advertising has the power to shape our world. When done right, it reflects our innermost desires, nurtures our greatest aspirations, and fuels our feelings of hope and belonging. The stories we see in advertising shape our perception of ourselves and of others. But for too long, the sense of belonging has been reserved for a very small audience, leaving only 41% of American consumers to feel represented in the ads they see.
The 47-page guide covers a range of ideas and key notes, and highlights what needs to be done to overcome existing restrictions in the approach.
As you can see here, the report mainly focuses on key areas that require further discussion, in order to facilitate greater representation in the advertising industry. The report also examines the biggest concerns of advertising managers and marketing managers regarding the growing diversity of their content.
The guide also includes key recommendations and tips to help address key elements of focus and maximize inclusion in ads.
There are some valuable notes here, with specific information on why brands and agencies are reluctant to reinforce diversity in their campaigns, despite understanding the importance of diversity from a broader social perspective.
Indeed, research suggests that there is a willingness to adopt a more inclusive approach, in general, but hesitations remain around perception, and are going in the wrong direction.
According to the report:
“93% of agencies surveyed said they would be very receptive or receptive to additional tips or tools on how to approach representation and inclusion in advertising, suggesting they would be willing to create more representative content and inclusive if the request came from their customers.
However, brands do not want to be wrong and then be vilified for it, the public reaction is now more active, more immediate and arguably more impactful than ever.
These are important talking points in the larger debate, and while it seems that brands should be more actively seeking to include more people and cultures in their campaigns, the risks can also be very real and have a huge impact. . That’s why we need to have discussions like this to move our approach forward.
The full report, as noted, includes advice from Deloitte on how to approach each element, and it’s worth looking at the various impacts, and how they relate to your own concerns and approaches in this key area.
You can download the full study on “Barriers to Representative Advertising” here.