Post by account_disabled on Nov 25, 2023 1:19:10 GMT -6
Representation is (more than ever) impacting purchasing decisions and reshaping industry structures.
Cecília Cury
Aug 4, 22 | 8 min read
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We are pretty used to how Marketing is made in the C Level Executive Email Lists Digital Era. What was once limited to local magazines and TV ads can now be spread worldwide in a matter of a few clicks. Advertising is reaching more and more people, and that’s a good thing for marketers.
But… yeah. We are reaching more people. People with all kinds of tastes, interests, ethnicities, locations, classes, opinions, and backgrounds. And, more importantly, people that are more demanding. With so many purchase options, people have simply stopped looking just for a product or solution and have started seeking brands in which they can see themselves and their values.
And this is not purely a personal opinion. It’s all based on data. According to Global Consumer Pulse Research, a study done for Accenture in 2019, Generations Y and Z can be called Generation P(urpose) — and they represent nearly 5 billion people.
And this, of course, might have become a growing challenge for some marketers and companies that still do not see diversity, equity, and inclusion as a fundamental matter to the brand.
In another survey by Adobe, 38% of respondents said they are more likely to consume products and services from brands that show diversity in their ads, and 34% have boycotted a company or brand at least once because they don’t feel their identities were represented in the companies’ advertisements or actions.
So, I guess we can say it’s undeniable: to really connect to your audience, it’s necessary for brands and companies to represent their views and opinions.
Cecília Cury
Aug 4, 22 | 8 min read
Need content for your business? Find top writers on WriterAccess!
Try for free
We are pretty used to how Marketing is made in the C Level Executive Email Lists Digital Era. What was once limited to local magazines and TV ads can now be spread worldwide in a matter of a few clicks. Advertising is reaching more and more people, and that’s a good thing for marketers.
But… yeah. We are reaching more people. People with all kinds of tastes, interests, ethnicities, locations, classes, opinions, and backgrounds. And, more importantly, people that are more demanding. With so many purchase options, people have simply stopped looking just for a product or solution and have started seeking brands in which they can see themselves and their values.
And this is not purely a personal opinion. It’s all based on data. According to Global Consumer Pulse Research, a study done for Accenture in 2019, Generations Y and Z can be called Generation P(urpose) — and they represent nearly 5 billion people.
And this, of course, might have become a growing challenge for some marketers and companies that still do not see diversity, equity, and inclusion as a fundamental matter to the brand.
In another survey by Adobe, 38% of respondents said they are more likely to consume products and services from brands that show diversity in their ads, and 34% have boycotted a company or brand at least once because they don’t feel their identities were represented in the companies’ advertisements or actions.
So, I guess we can say it’s undeniable: to really connect to your audience, it’s necessary for brands and companies to represent their views and opinions.