The Right Way to Achieve Representation in Marketing

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Representation matters.

This phrase is repeated often. And most agree with its significance.

However, not all forms of representation hold the same value, and this distinction is critical to acknowledge, particularly to ensure that your efforts to include diverse groups in your marketing are perceived positively rather than sparking frustration or skepticism.

As more brands adopt inclusive marketing practices and prioritize visuals that authentically reflect their target audience, it becomes essential for marketers to master the art of executing representation in marketing effectively.

When executed correctly, it signals to underrepresented consumers that your brand authenticity is committed to them and their communities. When done well, representation in marketing makes the people you serve feel acknowledged, supported, and like they truly belong with your brand.

Below are insights shared with us by consumers in recent years regarding what they deem important when it comes to representation.
But first, to ensure we’re aligned, let’s explore why representation in marketing is so vital.

The Importance of Representation in Marketing

The individuals you aim to serve need to see reflections of themselves and who they aspire to become in the visual imagery your brand presents.

When they see themselves represented, it serves as an invitation to take the next step in their customer journey with you. When they don’t, many consumers interpret the message as “this isn’t meant for me” and seek alternatives that make them feel included.

The 2021 State of Representation in Marketing study we conducted revealed that 74% of consumers choose to purchase from and engage with a brand after seeing themselves reflected in the visual content brand authenticity.

Representation also influences how consumers perceive themselves. In that study, one participant expressed that they wished brands understood “The harm caused by underrepresentation.” Another shared, “How much it can affect someone and their self-worth when they never see themselves represented [in marketing]. Like they don’t matter.”

Mastering Representation in Marketing: The Right Approach

1. Representation in marketing goes beyond just images.

The starting point for many brands diving into inclusive marketing is often updating their visuals to be more representative. However, simply changing visuals doesn’t confirm that a brand is truly inclusive.
Consumers will only believe your brand is inclusive when representation is embedded throughout every aspect of it. In the same study, numerous consumers emphasized their desire for the brands they engage with and purchase from to adopt a holistic approach to representation.

• Products

  Take the time to ensure the products you create highlight, recognize, and celebrate the diversity of the people your brand serves. For example, Barbie has committed to ensuring that one in every five dolls they produce is Black, reinforcing its dedication to “ensure that diversity is represented everywhere” within its product line.

• Content

  Representation is equally important in the content you produce. Whether it’s the individuals featured in your videos, the guests appearing on your podcast, or the influencers you collaborate with, develop a content strategy that allows your target audience to see themselves reflected in what you share.

• People

  Building diverse and representative teams is a key way to demonstrate that your brand values inclusivity. Who you compensate speaks volumes about your company’s and brand’s core values.

• Marketing

  Ensuring proper representation across your marketing mix is vital, especially to foster connections with your customers at every touchpoint along their journey. Many brands focus on including representative individuals in their photos and videos, whether using stock imagery or custom content, to authentically reflect the communities they serve. Another critical area to address is customer testimonials.

Unfortunately, it’s not uncommon for individuals from underrepresented and underserved groups to achieve success at different rates compared to those from dominant groups. These disparities often stem from systemic and societal barriers unrelated to the specific problem your brand addresses. Nevertheless, these challenges can impact organizational success.

2. Representation must convey an accurate and authentic narrative.

Too regularly, the stories told about individuals from underrepresented and underserved communities are inaccurate and perpetuate harmful stereotypes.

As your brand authenticity begins integrating representation of marginalized communities into its awareness and value systems, take the time to ensure the narrative you’re sharing aligns with their real-world experiences.

3. Longevity and intention matter.

Two consumers we recently spoke with shared their frustration with brands that seemed to expect a certain response from customers simply because they had made efforts to be more representative in their visual imagery.

4. Leveraging AI and Machine Learning for Inclusive Marketing.

Artificial intelligence (AI) and machine learning can play a pivotal role in creating more inclusive marketing campaigns. By analyzing consumer data, AI can help brands identify gaps in representation and predict how different audiences might respond to specific imagery or messaging. For example, AI tools can analyze social media sentiment to gauge how underrepresented communities perceive brand efforts. This section could also discuss ethical considerations, such as avoiding algorithmic bias, and highlight tools like generative AI for creating diverse visuals.

5. The Role of Virtual and Augmented Reality in Representation.

Virtual reality (VR) and augmented reality (AR) are becoming powerful tools for fostering empathy and connection. Brands can use these technologies to create immersive experiences that allow consumers to “step into the shoes” of people from underrepresented communities. For instance, a campaign could use VR to showcase the daily challenges faced by individuals with disabilities, helping to build understanding and drive meaningful action. This section could explore case studies and best practices for using VR/AR responsibly.

6. Intersectionality: A Deeper Dive into Representation.

Representation isn’t just about showcasing diversity; it’s about recognizing the overlapping identities that make each individual unique. This section could delve into the importance of intersectionality—how factors like race, gender, disability, and socioeconomic status intersect—and provide actionable advice for marketers to ensure their campaigns reflect this complexity. Examples could include campaigns that successfully highlight intersectional identities and tips for avoiding tokenism.

7. Sustainability and Ethical Marketing as Part of Representation.

Consumers today care deeply about sustainability and ethical practices, especially within underrepresented communities. This section could explore how brands can align their representation efforts with commitments to environmental and social responsibility. For example, featuring diverse voices in campaigns while also highlighting sustainable product lines or partnerships with minority-owned businesses. Data on consumer preferences for ethical brands could be included to support this point.

8. Measuring the Impact of Representation in Marketing.

To ensure representation efforts are effective, brands need to measure their impact. This section could outline key performance indicators (KPIs) for evaluating inclusive marketing campaigns, such as engagement rates among target demographics, sentiment analysis, and long-term customer loyalty metrics. Tools like HubSpot’s analytics platform or third-party solutions could be recommended for tracking progress.

9. Future Trends.

This forward-looking section could highlight upcoming trends in representation, such as the rise of user-generated content (UGC) as a tool for authentic storytelling, the growing influence of Gen Z on brand accountability, and the increasing demand for transparency in DEIA initiatives. It could also touch on how global events, technological advancements, and shifting cultural norms will shape the future of inclusive marketing.

10. Global Perspectives on Representation.

As brands expand globally, understanding cultural differences in representation becomes critical. This section could discuss how marketing strategies must adapt to resonate with diverse audiences worldwide. For instance, what works in North America may not translate well in Asia or Africa due to differing cultural norms and values. Case studies of successful global campaigns could illustrate this point.

11. Building Consumer Trust Through Community Engagement.

Representation isn’t just about one-off campaigns; it’s about building Consumer trust through sustained engagement with underrepresented communities. This section could explore ways brands can collaborate with community organizations, sponsor local events, or create mentorship programs to demonstrate their commitment to inclusivity. Real-world examples of brands doing this effectively could be highlighted.

12. Addressing Backlash and Criticism Gracefully.

Even well-intentioned representation efforts can face criticism. This section could provide guidance on how brands should respond to backlash, whether it’s due to perceived tokenism, stereotyping, or other missteps. Strategies might include issuing sincere apologies, engaging in dialogue with affected communities, and making tangible changes to prevent future issues.

13. Legal and Regulatory Considerations.

As governments worldwide introduce stricter regulations around diversity and inclusion, brands must stay informed about legal requirements. This section could discuss laws related to advertising standards, accessibility, and anti-discrimination, along with tips for ensuring compliance. For example, ensuring websites meet Web Content Accessibility Guidelines (WCAG) for users with disabilities.

Your customers are waiting for you to see them; what will you do next?

By committing to embed your brand’s dedication to DEIA (Diversity, Equity, Inclusion, and Accessibility) across all areas of your marketing mix, over time, you will earn the attention, consumer rust, and loyalty of consumers from underrepresented and underserved communities.