History of Advertising Trust’s Post

Harmful stereotypes of masculinity in ads are harming young men and those around them. At today's Creative Equals RISE conference, the Head of the Unstereotype Alliance, Sara Denby, called on the advertising industry to redress masculinities, to impact brands and help drive positive social change. Here are some ways to get started: ⛔ As creatives and advertisers, reject the expected. Think about the depictions of ALL men in your content. 🗣️ Seek out new ways of showing what success can be - build in progressive and inclusive portrayals ⭐ Ensure inclusive media placements: consider where and how your content shows up. Want to be part of a more progressive advertising industry, and join our mission of a future free from stereotypes? Become a Member of the Alliance and access tools and playbooks for more progressive content. Find out more ➡️ https://lnkd.in/e2H7V2_4

I pursued Intercultural Communication (shoutout American University School of International Service) knowing that there was a need for more people in the branding and advertising space with deep, theoretical understandings of cultural competence. Those of you that have heard my story know how often I was asked, "so what's the connection between your degree and branding/advertising?" Fatou B. Barry highlights two here but I've got a few more for you: - Target & Fathers Day (https://lnkd.in/efv9fJXv) - Burger King UK & the kitchen (https://lnkd.in/e9JagQih) - Tampax & that weird tweet (https://lnkd.in/e7js4pZt) - Lululemon CEO & his array of comments (https://lnkd.in/eEAMprCn) And of course, the catalyst for my interest in cultural competency in the branding space: - Adidas & the world cup shirt (https://lnkd.in/exauXzd4) Highlighting these to showcase that this isn't by any means a new occurrence within the industry. Brands can't initiative their way out of these kind of "mishaps" nor should they want to. The aim should be to build brands that engage with their audiences in authentic and culturally aware ways. The need for ACTUAL cultural competency is past due.

Hearts & Science MENA's Rasha Rteil says that once a boys' club, the advertising industry now basks in the brilliance of diverse perspectives. However, she calls for real, lasting change, not just ticking the DE&I boxes. "In our fast-paced, high-stakes agency and media industry, it’s easy to fall into the trap of burnout and cutthroat competition. Let’s prioritise the well-being of our people, foster open communication, and share knowledge and flaws," Rteil said. Click on the link below to read the full article. #Advertising #WomenInAdvertising #Diversity #Equity #Inclusion

Representing diversity is one thing, which should be a standard practice by now, as it’s the right thing to do, especially if the brand wants to appeal to the mass. But asking brands to jazz up their logo every June? I’m not sure if it solves anything long-term other than giving the external validation to the LGBTQIA+ people, a pretty counterproductive approach to making it BAU. Does it make those who don’t change their logo a villain? Instead of painting the world rainbow, I think we should have a conversation with LGBTQIA+ people and see how they can be empowered from within, and speak up when they’re being treated unfairly. Speaking from someone who has also been discriminated against from time to time, if I always need that external validation to empower myself, I’d never feel fully accepted.

Watching all of these #branding and #advertising missteps in recent weeks is a glaring reminder that #culturalcompetency must be mandatory for those in the #MarComm/advertising spaces. 👀 The (well-deserved) backlash against #Youthforia and #Bumble's controversial billboard campaign serve as prime examples of what happens when cultural sensitivity and understanding are lacking. Youthforia's "600 Deep" foundation shade, criticized for resembling black paint without undertones, showed a profound disconnect from the diverse communities the brand claimed to want to serve. Not only did it perpetuate harmful stereotypes, but it also alienated a significant portion of their target audience, eroding trust and authenticity. 🚮 Similarly Bumble's billboard dismissing celibacy with the ridiculous statement, "You know full well a vow of celibacy is not the answer," has rightfully sparked outrage among many women. It was tone-deaf messaging that disregarded personal choices and values of a sizable demographic. For me, incidents like these underscore why cultural competency needs to be a fundamental requirement in communications, marketing, and advertising. Without a deep understanding and respect for nuances, values, and perspectives, we risk alienating the very audiences we aim to connect with. 🔌 Cultural competency equips practitioners with the ability to create with sensitivity and respect. Conversely, the lack of this crucial skill often leads to campaigns that miss the mark, perpetuate harmful stereotypes, and cause offense (as we're witnessing now). 📌 Let this be a reminder that cultural competency SHOULD be a core aspect of your practice.

Less than 1% of the ads featured members of the LGBTQIA+ community or disabled people, and only 4% of the ads featured older people above 65 years of age. In comparison to other global markets, India is also still far behind in terms of celebrating the inherent diversity in its ethnicity and skin colour. Only 3% of Indian ads had representation from ethnic groups versus the global average of 19%, and only 4% showed diversity of skin tone versus the global average of 27%. Read more at: https://lnkd.in/g9GFp3Jc

Women shape culture, they shape businesses, and they certainly shape advertising. My role as CEO of The Clios is to continue to elevate not just amazing work but amazing people, both in our organization and in our field. From ensuring women have prominent roles on our board and our juries, to nurturing female talent, I have seen firsthand the impact women can have in this industry. While we’ve made strides, the reality is that it’s a bit scary to see where we are despite that, and we need to keep fighting to move the industry and culture forward. I encourage our community of advertising and marketing leaders to take the time to dig into why we are where we are now so that we can work together to continue to unlock the role women have in our collective future. #Advertising #Marketing #Creativity #Leadership

The era of Post-Modernity sparked numerous debates, shaking up the big stories and poking holes in the black-and-white views. Identity is a hot topic in this mix. When we step back and take a peek, we notice just how shattered our sense of self can be. Dive into a quick read to grasp how limited freedom molds who we are. #consumerism #individualism #advertisment #identity https://lnkd.in/dVSw-mEe

This is a great example of creativity reflecting a consistent, sustained approach to marketing with purpose. Hats off to the Dove marketing team and their creative agency. The video in the link is a must watch. Inspiring! #Done #marketingwithpurpose https://lnkd.in/dpDcydDc

What if I told you that ads with LGBTQ+ representation perform just as well as those without? Research from System1 shows that including LGBTQ+ consumers in ads neither boosts nor harms performance, proving brands can champion inclusivity without a commercial excuse. In other words, brands now have a choice to embrace inclusivity simply because it's the right thing to do. Read up on Mark Ritson's perspective on how transforming logos for Pride can sometimes lose its impact, becoming mere 'rainbow-washing.' Mark suggests that however, genuine representation in ads helps LGBTQ+ individuals feel seen and supported. Is your brand ready to embrace purpose for its true value, not just for profit? #InclusiveMarketing #LGBTQRepresentation #BrandPurpose #MarketingStrategy #DiversityAndInclusion