Advertising has always been a powerful tool for influencing public perceptions, values, and beliefs. As more and more companies are recognizing the importance of representing diverse groups within their advertising campaigns, the representation of women and non-binary individuals in media is becoming increasingly prevalent.
There remains much work to be done to ensure that all people feel seen and represented in advertising, regardless of their gender identity or expression. One way that this can be achieved is through inclusive advertising - creating ads that reflect the realities of different genders and identities in society. By doing so, brands can help shift mainstream consumer attitudes toward gender diversity and create a world where everyone feels accepted and included.
Inclusive advertising works by promoting a wide range of gender identities and expressions in its marketing materials. This can include featuring transgender, non-binary, and intersex models and actors, as well as avoiding stereotypical images of women and men in advertisements. Inclusive advertising also seeks to challenge traditional gender roles and norms by showing people engaging in activities typically associated with the opposite sex, such as a man cooking or a woman playing sports.
Inclusive advertising often uses language and imagery that avoids binary gender assumptions, such as referring to customers using neutral pronouns like "they" instead of "he" or "she."
By including diverse representations of gender in their advertisements, brands can help normalize these identities and break down societal barriers.
When clothing brand H&M featured model Teddy Quinlivan in an ad, they received widespread praise for their inclusivity and celebrated for showcasing a transgender individual in an everyday setting. As more companies embrace this approach, consumers will begin to see it as the new standard, and may become more open to challenging their own preconceived notions about gender.
Inclusive advertising has been shown to be more effective than traditional advertising at increasing sales and boosting brand loyalty. A study conducted by Google found that 64% of Americans believe that seeing people from different backgrounds represented in advertising helps them feel included, while another survey by Deloitte showed that 73% of millennials prefer companies that are socially responsible and inclusive. By embracing inclusive advertising practices, brands can tap into these desires and gain a competitive edge over those who lag behind.
Creating truly inclusive advertising requires intentionality and effort on behalf of companies. It means going beyond simply featuring one tokenized person of color or LGBTQ+ individual, and actively seeking out models and actors who represent a wide range of identities. It also means being willing to reevaluate traditional marketing strategies and challenge assumptions about what is considered attractive or desirable. This can be difficult, but the benefits are clear: inclusive advertising has the power to shift mainstream attitudes toward gender diversity and create a more equitable society.
What role does inclusive advertising play in shifting mainstream consumer attitudes toward gender diversity?
Inclusive advertisements can help shift mainstream consumer attitudes towards gender diversity by challenging traditional stereotypes associated with different genders and promoting more diverse representations of men and women in media. The advertisement industry has long been known for perpetuating harmful and outdated gender stereotypes that reinforce rigid gender roles and norms.