As an Asian American, I have been deeply affected by the increase in crime against the Asian community during the height of the COVID-19 pandemic. It caused me to re-evaluate much of my daily life – both personal and professional – from the books and toys I gave my children to the media and content I consumed. What stood out was the lack of diversity among all of them.
It’s not surprising. Over the past two years, the world has seen an uprising against social injustice, from the Black Lives Matter movement to #StopAsianHate. These movements against social injustice have brought the lack of diversity that exists in the media to the forefront of the conversation. Indeed, according to a recent survey our team combined, 60% of consumers would have a more positive opinion of a brand knowing that it advertises in inclusive and diverse environments.
This shows the obvious need for diversity in the media industry. Consumers have become hyper aware values of their favorite brands and are much more socially conscious than ever. And, like me, most of us are looking hard within, manifesting in what today’s consumers want, need and prefer to align with.
A study of Facebook IQ found that 71% of consumers expect brands to promote diversity and inclusion in their online advertising, however, 54% do not feel culturally represented in online advertising. So how can the media industry scale up and support diverse communities in the right way, without looking like a tick box exercise?
Why Diversity in the Media Matters
To begin with, in its annual report diversity report, UCLA has estimated that the minority share of the US population is growing by nearly half a percent each year. This shows the growing need for the media industry to prioritize diversity in their content. Without inclusiveness, advertisers miss the mark with a huge proportion of the population. Not only do brands and marketers risk alienating groups of potential audiences, but our industry has a bigger role to play in the future of DE&I.
The media can be used as a force for good, propelling the industry forward and showing younger generations that representation matters. Diversity can bring new stories to the table, allowing younger generations to see minority creators as role models, especially those who don’t see media professionals who look like them. Content is a powerful way to help brands reach and engage with consumers, with over a billion hours of content consumed every day on YouTube. Industry has a responsibility to ensure this is done in an inclusive manner.
Partnership with various creators
Creating a safe space within the media industry for minority creators can lead to a better media landscape, with diverse viewpoints. In 2021, film casts who were at least 21% minority representation had the highest online viewing ratings among all racial groups aged 18-49. This study shows that minority groups prioritize diverse content. However, the same report showed that only 1.5 out of 10 show creators and 3.1 out of 10 lead actors in scripted television are people of color. The demand for diverse media is there, but the industry is struggling to meet this demand.
Partnering with diverse creators can bring their ideas and stories to the fore, allowing for more diverse content and representation in the industry. For example, Mastercard and Channel Factory recently launched a campaign, finding creators around the world and working directly with them to create content around Mastercard’s pillars. The team used inclusive inclusion lists, featuring various content creators to have ads run alongside their content, promoting inclusivity and positivity, mitigating bias across the industry. It’s critical that we not only be open to ideas, but act on them and spend ad spend on diverse creators, viewing them as experts in representation.
Commit to socially responsible causes
Consumers prefer to support brands that support causes they care about. In one survey conducted by Channel Factory earlier this year, 69% of consumers would prefer to buy from brands committed to socially responsible causes such as donating to charity or taking a stand on climate change. It’s important for brands to take a stand on social injustices and hot topics – from BLM to climate change – to win over their consumers.
A balanced approach to inclusivity is crucial for the success of advertising campaigns in the future. Going forward, the media industry will need to create a new “norm” where diversity is essential to connect with all groups and where all people and stories are represented. However, it will have to be done with authenticity. For brand marketers and advertisers looking to grow with the industry, now is the time to reevaluate core values and prioritize diversity in your creative, content, targeting, and overall strategy.
[Editor’s note: This is a contributed article from Channel Factory. Streaming Media accepts vendor bylines based solely on their value to our readers.]
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