Advertising isn’t just a mirror on society. It has a powerful ability to shape it. The best creative doesn’t just help sell products and build brands, it can influence people’s behaviour, attitudes and emotions. Advertising can be instrumental in creating and reinforcing positive or negative stereotypes.
Kantar’s Creative Effectiveness Awards highlighted inclusion and diversity as is one of the key ingredients, or creative devices, used by brands to make their ads both creative and effective. In 2021, we predict this ingredient will be elevated to a habit for more advertisers. That’s because being inclusive in advertising isn’t only socially and morally right, it’s also good for brand ROI.
Our data shows that demonstrating inclusion and diversity in advertising is no longer optional, it’s an imperative.
The advertising industry has an important role in leading change, and you don’t have to be an activist brand to start positively representing people in ads. It is relevant for all brands.
Join our webinar on 27 May, The Power of Inclusive Portrayal in Advertising, to find out how inclusion and diversity in advertising has evolved and the impact positive representation can have. Experts from Kantar and Affectiva explore findings from their databases, Artificial Intelligence analysis and share case studies to illustrate best practice. They will use examples to show creative and effective portrayal in a range of ads and discuss important topics including:
- How inclusion and diversity in advertising evolving
- The impact inclusive advertising can have on your business
- How to get inclusive representation of people right
- How facial coding can help you get there