Advertising's diversity issue; who makes the work, shapes the work
It's not just diversity in front of the camera that can be a problem for advertising. Inclusive sets and production teams create more inclusive work, says Efrain Ayala, Global Creative Effectiveness and D&I Director at Reckitt, because those who make the work, shape it.
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In an industry that prides itself on creativity and innovation, the stark lack of diversity of our production ecosystem is not just a paradox; it’s a problem.
Without conscious inclusion embedded throughout the production process, we risk undermining the vibrancy and impact ad land can have on culture. And, at this point, it’s well known, according to a number of studies, that consumers are more likely to engage with brands that are representative.
The stark lack of diversity of our production ecosystem is not just a paradox; it’s a problem.
Nearly two-thirds of consumers believe that diverse representation in advertising is important, and 47% say they are likely to purchase from a brand that includes diversity in their messaging, according to a 2023 Numerator survey. However, only 47% of individuals from diverse communities feel accurately portrayed, suggesting that, whilst on-screen diversity has improved in pockets, there is a disconnect between how ad land integrates DEI in production, ‘on screen’, ‘behind-the-screen’ and in on-set practices.
Above: Nearly two-thirds of consumers believe that diverse representation in advertising is important.
Authentic work is not just about who we see on screen, it is influenced by who is behind the scenes, too. Portrayal resonates better when the people involved off-screen reflect those we see on-screen, creating work that adds positively to culture and society. And that’s the legacy we all hope we leave. Right?
The truth is that inclusive sets and teams create more inclusive work, because the teams you recruit will bring with them all the subtleties and nuances of the community. Without this connection, the backlash can be brutal when brands get it wrong and when intention doesn’t align with the impact. 82% of consumers prefer a brand’s values to align with their own, and they’ll change their purchasing behaviour if they don’t feel there’s a match, with nearly 75% of consumers reported to have parted ways with a brand over a conflict in value.
Authentic work is not just about who we see on screen, it is influenced by who is behind the scenes, too.
And diverse representation alone does not drive short term sales, nor long term brand impact. While that diverse representation is critical for connecting with consumers and creating positive impact, it must be accompanied with positive portrayals rather than harmful stereotypes to have any effect on the work. Kantar’s Global Monitor report shows a correlation between both short- and long-term impact when both diverse representation and positive portrayal are present.
Production is when all the rich insights, the creative strategy and the conscious inclusion come together. At that point, the brand and audience strategy should be defined, along with an approach to authentic storytelling, positive portrayal and a deep understanding of cultural nuance.
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Above: "Authentic work is not just about who we see on screen, it is influenced by who is behind the scenes, too."
The execution of such conscious choices - to share content with consumers that authentically reflects their experiences with integrity - is not always easy. That’s why the World Federation of Advertisers and its D&I Taskforce, a coalition of some of the world’s leading advertisers, have curated their collective experiences into a guide, covering partner selection to post production, and even some considerations around AI.
A purposefully inclusive production approach ensures policies are in place for people on set.
A purposefully inclusive production approach ensures policies are in place for people on set; that they have enough time to prepare, that safety protocols are in place, that tailored support is available. It fosters a sense of belonging and, most importantly, there is a mechanism to measure and hold people and teams accountable. By strategically embracing the moral and business imperative throughout the process, brands can create a positive impact and create work that truly resonates: ‘who makes the work, shapes the work’.
Above: AI may just exacerbate the biases that humans input into it.
Of course, as you read this, Generative AI (GenAI) is shaking up the industry with its ability to create something entirely ‘new’ from pre-existing words, data, images and video. This will have a profound and transformative impact on production. So, will everything I’ve written about here become… outdated?
The impact on diversity of AI in advertising production - including casting and set design - is a complex issue. While AI has the potential to streamline processes and enhance efficiency, there are serious concerns about bias and the perpetuation of existing inequalities.
The impact on diversity of AI in advertising production - including casting and set design - is a complex issue.
Whilst there’s too many complexities to go into here, it’s fair to say there are many unknowns with AI at the moment. One of the primary concerns is the potential for bias amplification; if there is bias or lack of diversity in the materials or data used to build these AI models, the resultant content can reinforce pre-existing prejudices.
Whatever the efficiencies to using GenAI, be they cost or time savings, putting people and consumers first should remain the priority. At a very minimum, embedding DE&I guardrails into the tools to limit and assess any bias in output assets is critical.
But, given the complexity of the technology and the speed at which is it evolving, there needs to be a clear code of ethics, more ‘human’ representation and clarity around who really benefits and at what cost. Until then, the jury is out.
