How To Do Representation in Marketing the Right Way

More and more brands today are trying to make their marketing more inclusive. They’re using visuals that better show the people they want to reach. That’s why it’s important for
marketers to understand how to represent people the right way.

Good representation shows that you care about people who are often left out. It helps them feel seen, welcome, and respected. And when done with care, it builds trust and strong connections.

Let’s first look at why this matters before we dive into how to do it well.

Why Representation in Marketing Matters?

People want to see themselves in your brand’s images and stories. It helps them feel like they belong and encourages them to take the next step with you.
When they don’t see themselves, they may think, “This brand isn’t for me,” and look for one that does represent them.

In the 2021 State of Representation in Marketing study, 74% of people said they’re more likely to support a brand that shows people like them in its content. That shows how powerful representation can be.

But it’s more than just sales. Seeing yourself in the media can affect how you feel about yourself. One person in the study said brands don’t realize how harmful it can be when people are not represented. Another said, “It makes you feel like you don’t matter.”

A great example is when Cosmopolitan UK featured plus-size model Tess Holliday. One woman said, “If I had seen women like me in magazines earlier, I would have loved my body much sooner.”

Representation also changes how people feel about others. One study showed that showing more women’s sports helped people view female athletes more positively. A French ad before the Women’s World Cup also did this well, showing how powerful true representation can be.

When you make your brand more inclusive, and take time to do it right, you create a space where more people feel welcome—and that’s good for everyone.

Few ways to do representation in the right way:

1. Representation in marketing is about more than just visuals

Many brands begin their inclusive marketing efforts by changing visuals to include more diverse faces. But simply switching up photos doesn’t prove that a brand is truly inclusive.
People will believe you’re inclusive when representation exists across your entire brand. In one study, many consumers said they want the brands they support to be inclusive in every part of their business.

Here are key areas where brands should focus on representation:

• Products:
  Make sure your products recognize and support the differences among your audience. For example, Barbie shared that one in five dolls they make is Black, as part of their promise to include diversity in their product line.
• Content:
  It’s important to show representation in your content too. Whether it’s the people in your videos, podcast guests, or influencers you work with, build a content plan where your audience can see themselves in what you share.

  If you need help with inclusive content, the podcast episode below is a great place to start.

• People:
  Having a diverse team is a strong sign of your brand’s values. Who you hire and pay says a lot about your commitment to inclusion. If your team doesn’t reflect diversity, people may question how serious your brand is. Diverse teams help create better work and bring many benefits.
• Marketing:
  Representation should also be part of your marketing strategy. Make sure every customer feels seen at every stage of their journey with your brand.

  Many companies include diverse people in their photos and videos, using stock images or original content. But don’t stop there also look at your customer testimonials.

Often, people from underrepresented groups face extra challenges due to systemic issues, even if they’ve achieved success. These challenges might not relate directly to your brand, but they still affect how people experience it.

2. Representation must share real, honest stories

Too often, brands share stories that misrepresent people from underserved communities by using harmful stereotypes. As your brand starts including people from these communities, make sure your message reflects their real lives not just a surface-level idea.

3. Long-term commitment and purpose matter

One Black man said it felt like brands were saying, “Here’s a Black person—now buy our product.” He felt it wasn’t sincere like brands were just changing their visuals to trick him into thinking their product was made for him.

A plus-size woman shared a similar story. She said, “So now I’m supposed to think this product is for me because suddenly they show someone who looks like me?” To her, it seemed like a last-minute change that didn’t feel genuine.

She added that she still supports brands that have always made space for people like her. But she also said that if a newer brand sticks with its commitment and supports her community over time, she might start to trust them.

Conclusion

Inclusive marketing goes beyond visuals it’s about genuine representation in every part of your brand. When you reflect on real experiences and diverse voices, you create deeper connections and show that everyone belongs. Done right, representation builds trust, loyalty, and long-term impact for both your audience and your business.