There has been an increasing trend towards companies using performative inclusivity to promote their products and services. This means that they may make statements about supporting diversity, inclusion, and social justice but often without taking real action to back up those claims.
Many brands have started incorporating more diverse models and actors into their marketing campaigns while also releasing public statements about being allies for various causes.
This type of performative inclusivity can be seen as disingenuous if it is done solely for profit rather than genuine commitment to equity and justice.
Advertising is constantly striving to find new ways to connect with consumers, especially younger audiences who are more likely to reject traditional forms of advertising. One way they do this is through authenticity, which involves creating ads that feel honest and genuine. Companies might showcase actual customers or employees instead of models or create ads that reflect everyday life experiences. But how does advertising balance these two approaches?
One strategy is to use performative inclusivity as a tool for achieving authenticity. By including a wide range of people in their ads, companies can show that they understand and value different perspectives, backgrounds, and identities. This approach allows them to tap into larger consumer bases while still maintaining their brand identity.
By showing a commitment to diversity and equality, they may earn trust and loyalty from customers who want to support businesses that align with their values.
Another strategy is to focus on creating truly authentic content that resonates with viewers regardless of identity. This means going beyond simply including diverse faces and incorporating messages that speak to universal human experiences like love, connection, and belonging. It requires deeper understanding of one's target audience and tailoring messaging accordingly.
A company might create an ad featuring a same-sex couple without making it specifically about LGBTQ+ rights but instead highlighting the joy and intimacy shared between two partners.
There are also challenges associated with both strategies. Performative inclusivity can come across as inauthentic if not backed up by real action, while overly authentic messaging may alienate certain segments of society who don't see themselves reflected in ads. Companies must find the right balance between being genuine and relatable while also representing a diverse range of voices and experiences.
Advertisers must strike a careful balance between performing and authentically connecting with audiences to achieve success. They should prioritize both approaches in order to appeal to consumers seeking authenticity and those who appreciate performativity. By doing so, they can build trust and loyalty among viewers and ensure that their products remain relevant in an ever-changing media landscape.
How do advertising and popular culture balance authenticity with performative inclusivity?
Advertisements and popular culture often attempt to portray themselves as embracing diversity and inclusion, but they also have to be careful not to alienate potential consumers who may perceive these messages as pandering or inauthentic. Performative inclusivity involves using diverse images and messages that are meant to create the impression of acceptance and tolerance, but that may not always reflect the realities of society.