Diveristy in Advertising

A busy night street scene in America showing neon brand signs.Who is in the room when decisions about diversity are made can be crucial to the design of an advertising campaign. This point is made in a FastCo article that showcases a new online tool to help brands make advertising more inclusive. Who makes the advertising and who appears in it is as important as what is being advertised. Big name brands need to consider who they are reflecting back to us.

Advertising agencies claim they have difficulty sourcing diverse individuals for their ads. Grow your Circle is an open source database that aims to bring together diverse advertisers and actors. The idea started when a company wanted an all-female production crew and found it difficult to fill every position. The idea of the database is a good one, but it remains to be seen if it really takes off. At least someone is trying. The article has a video explaining the issues. Would be good to see a similar database in Australia.

Editor’s note: Ageing (aging) and disability did not come up on my search. However, they did appear in a cluster where Black, Hispanic and Women are search terms. The database has a way to go before it is well populated.