What diversity can do to a brand

By: Julia Leonard
jl123515@ohio.edu

Source: CampaignUS

Diversity is a topic that comes up almost regularly in today's society. It is a topic that is also highly swept under the rug because people just don't want to talk about it if they aren't the ones effected. Forbes writer, Glenn Llopis, believes many companies solve the problem of diversity for recognition. Llopis wrote in an article, "We need to stop solving and looking for recognition and start thinking about and earning respect from the actual people in our workplaces and marketplaces – to give them influence over the growth of the company."

 

In this commercial for Colgate, it shows a couple moving in together. 10 years ago, this commercial would have never made it to the air or even been pitched because it was seen as taboo. However, in today's society it is not necessary the new norm but it is viewed as more acceptable to majority of people. When brands started including a more diverse group of actors/actresses in their commercials, they began to see a rise in benefits. According to an article from 6Q, many companies are making an effort to bring cultural diversity into the workplace. 6Q talks about positive benefits companies can gain from having a more diverse workplace.

Brands are taking a stance on the issue of diversity through advertising. One hot button issue revolves around the LGBTQ+ community. Brands sell a lifestyle in today's world. If the company wants brand loyalty across the board, they are going to aim for selling a lifestyle rather than just another product. While selling a lifestyle, the company thinks of the buyer persona they are aiming at. This persona has many traits that the brand will target but it is important to also look at political issues and topics the persona is involved/interested in. If they wanted to target people of the LGBTQ+ community or those who support the community they would then take a stance on that topic.

This is exactly what the brand American Eagle Outfitters did in the past year. They launched a Pride Collection that included a size range of XS-3XL and jean sizes 00-18. This was new for the brand as well as its competitors because a campaign like this has never been done before in the jean/clothing market. AEO decided to take a step out of their comfort zone and include different races, body types, gender identities and so on, in their campaign. By doing this campaign, the company promoted diversity within their brand and for those who support their brand.

Diversity as a whole is a large issue to tackle, but it's 2019 and we should have this figured out. Little by little, those with platforms can change how we view diversity. It all starts with the recognition that diversity and inclusion are issues that do occur everywhere and anywhere. From the journalists in newsrooms to actors in advertising campaigns, we need to acknowledge and analysis the issue no matter the size it has in our lives.