At the intersection of innovation and inclusivity lies the future of digital marketing and design. In a world where being woke is about rejecting one-size-fits-all approaches, the ad industry is embracing the running themes of the world. But what does this mean for Chief Marketing Officers (CMOs) when it comes to inclusivity in ad creatives?
Inclusivity, simply put, is about involving all. It's about ensuring that all people, in all situations and through all ways, feel included and represented instead of being excluded or made to feel excluded. In the advertising universe, inclusivity has gone from a nice-to-have to a consumer must-have. With 2024 just around the corner, there is a golden opportunity for marketing leaders and agencies to redefine their brands as all-inclusive. It's time to restructure creative capabilities and synchronize visions with the inclusion of lesser-known sections of society.
The trend of inclusivity in ad creative is on the rise in 2024. Advertisements are incorporating different segments of the market to resonate with a larger audience. CMOs and marketing heads are forging ties with people from diverse backgrounds, genders, ethnicities, and more, to ensure they feel welcomed and heard. One practical way to achieve this is by seeking opinions internally. When your workforce comprises individuals from diverse backgrounds, their perspectives will naturally influence your creative ideas.
Digital content presents a powerful platform for inviting and collaborating with diverse sections of society, not just for better growth but also for sustainable engagement. It's crucial to extend inclusivity beyond cultural awareness celebrations. By incorporating inclusivity into your brand messaging theme, you can make your audience feel acknowledged and included. Here are some ways CMOs can infuse inclusivity into their ad creatives in 2024:
1. Go Beyond Normal, Supernormal:
Marketers should ideate concepts that have a strong voice with minimal visuals. In the realm of digital content, more is more. Content must be easily understood and resonate with the audience to create a lasting impact. For example, a clothing brand creative that showcases a transwoman alongside a heterosexual woman amidst a pile of garments is sure to capture attention.
2. Stick to Intentional Inclusion:
The perspective behind structuring a creative should be smart, succinct, and purposeful. If real-life examples are used, they must align carefully with the brand's voice to avoid potential backlash. It's important to show that inclusion is intentional, rather than an afterthought. For instance, featuring a heavier dance instructor posing with light-weighted backup dancers can reflect an open-minded approach and provoke new ways of thinking.
3. Be Transparent:
Avoid forcing your concept and voice to please underrepresented sections of society, as this could result in a fabricated product. In 2024, the goal is to deliver messages without hurting anyone's sentiments. Audiences appreciate raw representations of their daily lives, with activities and elements that reflect reality rather than glamour. Be transparent with your creatives. Take inspiration from brands like Gillette, which depict the real stories of men and showcase their emotional depth.
4. Promote Culture:
The primary objective of embracing inclusivity is to promote its existence as an equal part of our daily lives. By projecting inclusivity as a routine practice, newer or unaware audiences are more likely to gradually adapt and consider it as the norm. It's essential to show in your ad creatives only what you preach – inclusivity as an existing culture.
5. Get It Right:
As marketing heads, your approach should embody progressiveness and be instrumental in shaping the future of inclusivity. Seemingly insignificant changes, such as altering your color scheme or adopting a more community-friendly tone, can have a significant impact on your audience. Showcasing a different gender performing a traditionally gender-restricted activity can actively challenge stereotypes and inspire change.
In conclusion, inclusivity is not a passing trend but an ongoing practice that is continually evolving. CMOs and marketing heads understand that it's not something to be crossed off their task list, but a vital aspect of their brand strategy. Pulp Strategy, one of the leading strategy agencies in India, can help you master the art of inclusivity in your ad creatives. Together, let's weave all stories and build a bigger picture for the future of digital marketing and design.
