Beyond Tokenism: The Ongoing Call for Authentic Representation, Sourcing Talent for Diverse Ad Content, and More
It might feel like old news, but the demand for authentic representation in content creation has never been more urgent or important. Recent studies and industry shifts underscore the necessity for brands to embrace diversity not just in front of the camera, but throughout the entire creative process.
A recent global survey found that 64% of consumers are belief-driven buyers, choosing, switching, or boycotting brands based on their stance on social issues. Another study showed that diversity and inclusion influences buying decisions for almost 8 out of 10 people, worldwide.
Brands leading the charge have seen the tangible benefits. Unilever revealed as long ago as 2019 that their most inclusive and diverse brands grew 69% faster than the rest of their portfolio, demonstrating the financial impact of authentic representation. Showing they know how to keep up a good thing, Unilever’s Dove brand was recognized again this year as the most inclusive brand for women and continues to dominate market share.
But a much more recent study published in the Harvard Business Review shows that despite the clear benefits of a more inclusive strategy, there’s still a decided and systematic lack of it in the marketplace. Measuring the level of inclusion in more than 10,000 posts on Instagram, TikTok, and Facebook by the 50 most valuable brands in the United States from 2021 to 2022, researchers evaluated the extent to which diversity in skin color, body type, hair type, and physical ability were represented. The results showed a consistent lack of it, instead revealing a dominance of people with lighter skin, smaller body types, straighter hair, and no visible disabilities.?
So, there’s still a long, long way to go.
Rihanna’s Savage X Fenty is an example of growth through a brand built on showcasing inclusion. Fenty’s products, models, and brand experience feature women of a wide range of races, body types, and beauty standards in realistic and unaltered photography. Fenty Beauty followed a similar path with products for all skin colors. From its launch in 2018 through 2022, Fenty reported annual growth rates of 150%.?
The message is clear: representation is not just a moral issue; it's a business imperative. It’s crucial for connecting with audiences, building brand loyalty, and driving growth. The time for tokenism is over. The era of inclusive storytelling is here, and it's reshaping the landscape of content creation. As we move forward, the most successful brands will be those that authentically embed diversity and inclusion throughout their creative processes, from conceptualization to execution.
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Sourcing Talent for Diverse, Inclusive Ad Content
Successful inclusive marketing campaigns include diverse creators—from actors, influencers and other real people, to writers, editors, and other production staff—from different backgrounds for more authentic storytelling relatable to more audiences.?
Backstage’s talent platform was designed to increase visibility and representation in project staffing.?
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We work with DEI specialists to continually evaluate how we help facilitate the ongoing transformation of our industry. We want creators to be able to find the skilled performers and production staff they seek and also provide access to talent that otherwise might continue to be overlooked.?
Backstage Cast Leads Indie Film to Festival Success
Covert Film, founded and led by filmmaker Luke Covert, is an award-winning video production company specializing in video content for nonprofits, businesses, and artists. Covert Film projects have included commercials for national television, social media ads and content, music videos, and e-commerce courses.?
When Covert started work on directing this first feature—a heist-comedy with big ambition but a tight budget—he knew he needed to source motivated, rising talent without blowing the budget on a casting agency.?
“We were looking for undiscovered actors who were on the cusp of being great, who have learnt techniques, have been to acting school, and were ready to put the work in to create something amazing,” Covert said. “And we found exactly what we were looking for on Backstage.”
Covert Film turned to Backstage for:
What Else You Should Know
Unlock Your Project’s Potential with Backstage
Looking for a one-stop shop to find all the talent you need to crush your next branded project? With tens of thousands of talent profiles, Backstage’s vast talent marketplace has all the successful actors, models, creators, and more you’re looking for. And thoughtful workflow tools mean you can easily find right-fit candidates in a fraction of the time. Find out how Backstage empowers you to create better content faster and tell your brand story.