Representation is The Hottest New Influencer

An authentic trend to benefit consumers globally or an advantageous trend to benefit corporations?

There are approximately 8 billion people worldwide, and spoiler alert, not all 8 billion are cis-white males and females in heterosexual relationships! Yet, for years this type of relationship and ethnicity has been the sole representation seen in media for years. People have begun asking why that is. Why, for decades, has the white heterosexual couple been the standard representation in media, when we live in such a beautifully diverse world?

Thankfully, times are changing. Consumers have shifted their expectations regarding what they expect to see in online content, and companies are actively listening. Brands like Microsoft, Nike, and Apple have been praised for their representation within campaigns and their marketing staff, and they developed more inclusive products to expand their market and diversity, resulting in an increase in revenue.

Consumers are now demanding diversity within companies, content, and products. We currently expect to see multiple races, body types, gender identities, sexualities, abilities, cultures, and ages displayed throughout a company's content and marketing team.

With representation awareness on the rise, consumers are quick to notice a lack of diversity which, for 75% of consumers, is a determining factor in who they buy from. According to Forbes, 70% of Gen Z consumers say they are more trusting of brands that consciously try to be inclusive and diverse and fight social inequities within their marketing efforts. A staggering 49% of consumers say they strictly will not buy from a brand lacking diversity.

The numbers speak for themselves. Representation is important, relevant, and influential. For many, representation is a personal matter. Representation within a marketing team or campaign evokes an emotional connection with a brand, expands opportunities, and increases brand loyalty.

So why is it important for Marketers?

First and foremost, representation in marketing is essential as it allows businesses to connect with a diverse audience, and companies must understand their customers' cultural and social backgrounds in today's global marketplace. By including diverse representations in advertising and promotional materials, companies can show that they value all their customers and are inclusive of different communities. Diversity and inclusion, in turn, help to build brand loyalty and customer trust.

Additionally, representation in marketing helps to combat harmful stereotypes and biases. Advertising and media have historically perpetuated harmful stereotypes that negatively impact marginalized communities. For example, women, people of color, and members of the LGBTQ+ community have often been underrepresented or misrepresented in marketing campaigns.

For many, this is simply unacceptable. By actively including and representing these groups in marketing materials, companies can help to counter these harmful narratives and create a more inclusive and equitable society.

Moreover, representation in marketing is crucial for fostering a sense of belonging and identity among consumers. When people see themselves represented in advertisements, they feel seen and valued, which can positively impact their self-esteem and sense of belonging.

Representation can be particularly powerful for underrepresented groups, who may not often see themselves reflected in mainstream media. By creating marketing campaigns representing diverse identities, companies can develop a sense of community and inclusivity among their customers.

Lastly, representation in marketing is essential for the bottom line. Diverse representation can increase a company's reach and appeal to a broader audience. Consumers are more likely to support inclusive brands representing their values and identities, which can result in increased sales, customer loyalty, and positive brand perception.

In conclusion, representation in marketing is crucial for building inclusive and equitable brands that resonate with a diverse audience. Marketing teams are responsible for being better and showcasing the world we live in authentically. By actively including and representing diverse identities, companies can help to combat harmful stereotypes and biases, foster a sense of belonging and identity, and drive business success.

It is time for all companies to recognize the importance of representation in marketing and take meaningful steps toward creating a more inclusive and equitable world. It starts with you.

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A Writers Anecdote

I am a cis-white heterosexual woman. I see myself represented daily on television, radio, movies, and in any work team environment. I'm fortunate that I haven't had to overcome much to feel included. Still, I vividly remember the first time I felt authentically seen in an advertisement.

It was an ad for a new bralette at Arie. The model used for the campaign had my exact body type: She had stomach and back rolls, a bigger chest, and carried her weight, like most women, in the lower region of her stomach. I had seen perfect, flat, tanned tummies selling undergarments for my entire life. I would always look at these billboards or commercials and say, "I wish one day I could look like that," or "those would not look like that on me."

I used to feel like I couldn't be within these sexy, perfect-body brands' target demographic because companies didn't want me to represent them and wear their product even though I fit the target persona.

As someone working in the marketing world, this blows my mind! It is vital to have representation within a brand to maintain existing customers and introduce an entirely new customer. Arie started hiring real body types, representing differing cultures, and lifestyles, and enhancing their campaigns with representation, and now I exclusively buy my undergarments from Arie. It's that easy.

I saw myself + I felt seen by a major brand = I am a loyal consumer that brags to my friends about more than just the comfort of the product but the brand's values.

Representation really is the new influencer.

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