It’s been shown, over and over again, across multiple industry studies that inclusive content drives business results. Since there’s so much great evidence out there, I thought we should highlight it here.
The best way to find those opportunities is to start by building your representation baseline. Review the past 12 months of ads and examine how often you truly see people of different gender expressions, ages, skin tones, sexual orientations, body sizes, and visible disabilities.
We have the ability to deliver a lot of analytics. Not just the percentage of people detected and the percentage of screen time given across all of the options for all of our identity attributes.
We recently saw Unilever - a company famed for infusing purpose marketing across all of its brands - do an about face. The message to the market: purpose does not need to be central to all brands, we’ll elevate purpose where it’s meaningful but won’t try to put a round peg into a square hole otherwise.
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