From chaos to consciousness: A guide to rethinking the advertising ecosystem
While diversity and inclusion are priorities for most advertisers, many struggle to reflect it in their media buying. Alex Littlejohn, managing director APAC, at Channel Factory, outlines the limitations of the current advertising ecosystem, and how a new way of thinking can help overcome them.
The road to hell is paved with good intentions, as the saying goes.
And while I wouldn’t say we’re in a “hell”, I do think the advertising industry has found itself in something of a conundrum when it comes to DE&I in their media investment strategies. For example, research from The CMO survey shows that while two-thirds (68%) of the senior marketers surveyed said that DE&I is a priority for their company, fewer (59%) said that DE&I is a marketing priority for companies.
The argument for investing in more diverse creators across under-represented communities is fairly obvious – beyond improving the quality and authenticity of advertising in general, they often attract those hard to reach audiences in different social segments brands struggle to engage through traditional means. Moreover, brands with a higher diversity score in their advertising show an 83% higher consumer preference, illustrating the power of diverse audiences in delivering significant returns.
