Representation in marketing: why it matters, and how to do it right

Representation in marketing - how to do representation the right way

Few buzzwords have been bigger in recent years than “representation.” Some people are asking for it, some people are angry about it, and some people care about it even if they don’t realize it. So how exactly should you tackle this subject when it comes to marketing?

One thing is for sure: representation in marketing definitely can’t be ignored. But while it’s a critical part of your overall marketing plan, it’s also very easy to do it wrong – which may be worse than not doing it at all. Here’s what you need to know about representation in marketing, why it matters, and how to do it right.

Why representation in marketing matters

Representation affects how customers see themselves.

Look – we’re marketers. Of course we’re going to say that marketing is powerful and important! But setting aside all our bias, it’s undeniable that the ads you see out there in the world can influence your perception of yourself, and even your self-esteem. If you open up a magazine or turn on the TV and see nothing but a sea of people with model-perfect looks, you might feel self-conscious – and, contrary to the goals of marketers everywhere, you might feel that the product or service being advertised is not for you. One participant in a study about representation in marketing put it bluntly, wishing that marketers knew “how much it can affect someone and their feelings about themselves when they never see themselves represented [in marketing]. Like they are not important.”

Representation is important to your customers.

Few things are more important than finding out what your customers want. And the numbers don’t lie: your customers want to see themselves represented. Roughly three quarters of consumers say that representation matters to them when it comes to brand marketing. That number gets even higher for black consumers (84%) and Latino consumers (88%), and tends to skew higher based on higher income. It’s so hard to get people to agree on anything – so if you see numbers like 75%, you should pay attention.

Representation is the bare minimum.

Of course, using authentic representation in your marketing isn’t a guarantee that each ad viewer will become a customer. No such guarantees exist anywhere in marketing. However, if you don’t use authentic representation in your advertising, you may be losing out on customers. You’ll still have to do the work to make a good campaign, but at least you won’t be actively turning off a large segment of your potential customer base by excluding them. Representation isn’t just good for your own good feelings – it’s good for your bottom line.

Representation in marketing the wrong way

Before we get into how to do representation the right way, it’s important to understand the pitfalls of representation done wrong. Here are some common pitfalls:

Representation pitfall #1: If you’re doing it just to check off the “representation” box to get brownie points, you’re doing it wrong. Your audience will be able to tell. They’ll feel pandered to, and nobody likes that! Your ads should look representative of the customers you serve and/or hope to serve.

Representation pitfall #2: If you’re looking at the wider world for inspiration instead of your actual or desired customer base, you’re doing it wrong. Different businesses have different clientele. If you read an article about how older people are ignored in advertising and feel bad, that doesn’t mean you should be putting older people in your ads if it doesn’t make sense for your business.

Representation pitfall #3: If you’re keeping your representation surface level, you’re doing it wrong. It’s all too easy to just slap a picture of a minority population member on your ad and call it a day. But if that’s all you do, it won’t feel authentic. Paying for a photoshoot may cost a little more upfront, but the credibility you’ll build is well worth it.

Representation in marketing the right way

Now that we have a better understanding of why representation matters and the potential dangers of doing it wrong, let’s get into how to do representation right.

Make your marketing reflect the people you serve.

If you’re tasked with promoting an HBCU, your marketing materials definitely shouldn’t be a sea of white. Conversely, if you are trying to reach a population of elderly rural white people and your marketing is full of Millennials of color, your audience may miss you completely, thinking that you’re not for them. Of course, things are rarely – if you’ll pardon the term – so black and white. Just make sure you’re being true to your company’s values and those you currently serve or hope to serve.

Go deeper than photos.

If you’re trying to reach certain communities or demographics, make sure you consider them at every step of your process. (One great way to achieve this is to create diverse buyer personas – for more on that, read our article here.) Research will help you be more genuine, and a genuine message will always resonate more than an inauthentic one.

Avoid stereotypes.

Stereotypes are easy, but they’re also lazy. Even positive stereotypes are reductive and often insulting. The last thing you want is for your marketing to perpetuate outdated narratives, alienate segments of your audience, and erode trust. Instead of relying on lazy shortcuts, commit to understanding the nuances within every community. If any portrayal is one- or even two-dimensional, consider whether you can enrich it further – and make sure you’re not just checking off a box.

If up until now you’ve written off representation as a mere buzzword, we hope you’ll reconsider. When done right, representation can enrich your brand, build goodwill, and draw new audiences.