Diversity stands alongside the other important, core journalist and media values — such as being ethical, professional and truthful — all of which have laid the foundation for successful media. Journalists have abided by and continued to follow certain codes, guidelines and rules that reiterate such values. On the other hand, realms of advertising are behind in expressing moral values. Companies have realized this and are slowly shifting to more diverse and realistic approaches in order to better represent all audiences. However, such efforts are not always ethical. Despite having good intentions, diversity tends to be misrepresented and leaves consumers feeling uneasy and hostile.
In October of 2017, Unilever brand, Dove, advertised a black woman turning into a white woman after using their product. The black woman uses the soap underneath her shirt, only to reveal a white woman underneath once applying the soap. Historically, Unilever brands enforce diversity and inclusion within their advertising, but this campaign did not align with the past. Once the advertisment went viral, social media channels became filled with outrage and distrust towards Dove. Even when Dove apologized on Twitter and Facebook, consumers still misunderstood what messages Dove was conveying. The New York Times stated, “Was Dove invoking the centuries-old stereotype that black is dirty and white is pure?” If the company cannot identify their intentions, how will the consumer? Unclear messages and apologies only arise to more questions, and more assumptions. Ultimately, Dove’s wrongdoing in diversity is a prime example of how ethical approaches in advertising can turn… unethical. If Dove would have carefully considered key points such as professionalism, inclusion and ethics, the campaign would not have been public and avoided damage to their reputation.
When idenitfiying additional companies that have misrepresented diversity and inclusion within their advertising and media, Stock Photographs and Starbucks come to mind. Stock Photography is a company that supplies photographs designated for specific uses. Images are supposed to accurately represent ideals in society, however, their take on transgender people is flawed. The majority of the photos were of white women, standing far from the camera, and doing nothing else other than looking unemotionally at the lens. The New York Times stated, “One challenge is that being transgender is not necessarily visually obvious, and not all transgender people want to be easily identifiable as such.” Physical traits are not the only ways to identify gender, especially in the media. Other traits, such as actions, easily identify characteristics of people and in this case, Stock Photography could have made those actions evident and ethical. Representing diversity and inclusion in the media is not soley based on looks, but traits, stories, actions and motives of one person. Starbucks, on the other hand, held their “Race Together” campaign in order to increase and normalize conversations around diversity and race. The New York Times stated further details of the campaign, “It seemingly put baristas on the front lines, asking them to give customers “Race Together” stickers, write the phrase on their coffee cups and discuss race issues with consumers.” Though Starbucks meant no harm, daily activities seemed interrupted with deep issues, ones that needed more time than the amount it takes for a coffee to be brewed. Though social media voiced their negative concerns with Dove, Starbucks recieved mixed messages. Indeed diversity needs much more attention, but is standing with strangers at a coffee shop the right place to make a difference?
Companies certainly do make mistakes, and though there is little actions that can be done, the future of advertising needs to be more ethically diverse. However, some companies already have a head start. Ben & Jerry's campaigns for diversity, inclusion, and specifically the LGBTQ community year-long instead of pink-washing. Ben & Jerry's has engaged in legal issues and pursued diversity by banning flavors, the naming of flavors and overall increasing awareness for all audiences lacking attention in diverse advertising.
Photo by Ben & Jerry's
So, where does a company begin? Forbes stated “Invest in building relationships with your customers. Spend time with them, observe how they interact with you, and engage with their closest friends and family.” Furthermore, build and remain truthful to ethical codes and values. According to Forbes, if a company practices empathy and demonstrates commitment, that is a major step in expressing diversity and inclusion. Companies must establish a common ground with their audiences on supported views, ideals and beliefs. Next, form a relationship between consumers. Finally, develop a code or guideline to follow when advertising in order to ethically spread diversity and inclusion within the media.
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