Inclusive Branding in Advertising
Originally recorded as a episode of the LDTRT podcast available on all platforms (and here) on the 20th June 2023. The content below is a summary of the episode we recorded
Introduction
The imperative of evolving strategies to encompass a broader spectrum of consumers is increasingly recognised. This shift was vividly illuminated in the podcast, hosted by Adam Hopkinson and featuring Katherine Pereira, Managing Director at Applied Design. The podcast serves as a compelling narrative on the transformation of branding and marketing strategies to embrace inclusivity and accessibility, transcending traditional boundaries and expectations.
Background and Purpose of the Podcast
"Let's Do the Right Thing," in collaboration with Radio Works and PASHN , delves into the stories of media industry leaders, unraveling their journeys and motivations. This particular episode, engaging Pereira, revolves around the theme of purpose-first branding. The podcast's aim is to elucidate the evolving nature of advertising – shifting from a focus on product-centric approaches to a more holistic, inclusive, and purpose-driven strategy.
Experience and Contribution
Pereira's background, including her significant role in rebranding established brands at McGarry Bowen, sets the stage for an insightful discussion. Her recent work at Applied Design, particularly with Clean Logic, a company co-owned by her husband, becomes a focal point. Pereira elaborates on how she integrated a purpose-first strategy into Clean Logic's branding, emphasizing inclusivity and accessibility, especially for the visually impaired.
Holistic Approach to Accessibility
A key takeaway from the podcast is the call for a holistic approach to accessibility in branding. Pereira critiques the conventional, reactive methods that treat accessibility as a mere afterthought, advocating for its integration at the creative inception of marketing materials. This approach ensures that advertising reaches and resonates with a broader audience, including those with disabilities.
Evolving Advertising Strategies
The conversation reflects on the transformation of advertising strategies over time. They note a shift from targeting broad age demographics to recognising the unique needs and stages of individual consumers. This evolution underscores the importance of considering accessibility in branding, an aspect historically neglected.
The 'Pereira Challenge'
In a moment of inspiration, Hopkinson proposes the 'Pereira Challenge' to the advertising industry, urging a proactive approach to integrating accessibility into advertising from the start. This challenge aligns with Pereira's advocacy for a more inclusive and accessible advertising landscape.
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Authenticity and Purpose in Branding
The discussion highlights the importance of authenticity and purpose in branding. Pereira and Hopkinson agree that brands with a genuine focus on inclusivity and purpose are more likely to thrive. These brands go beyond mere box-checking; they embed inclusivity into their core values, influencing their business strategies and consumer engagement.
Personal Reflections and Industry Impact
Pereira shares how her work in inclusive branding has profoundly influenced her personal and professional perspective. She envisions a future where inclusivity is a standard in advertising, hoping to impart these values to her daughter. The conversation also touches on the potential industry recognition through awards, acknowledging their role in raising awareness about important causes like accessibility.
Statistical Context and Future Outlook
The podcast provides a statistical perspective on the need for inclusive branding, citing the number of Americans with visual impairments and disabilities. This data underscores the substantial market size and the potential impact of inclusive branding strategies. Both Pereira and Hopkinson express optimism that the advertising industry will naturally evolve to be more inclusive, ideally without the need for legal mandates.
Conclusion: The Path to an Inclusive Future in Advertising
The conversation encapsulates a critical shift in the advertising landscape – from a narrow focus on product-centric marketing to a broader, more inclusive approach. This transformation is not just a matter of changing tactics; it represents a fundamental shift in the ethos of branding. As demonstrated by Pereira's work with Clean Logic, purpose-first branding that prioritises inclusivity and accessibility can create profound connections with a diverse consumer base, leading to sustainable business growth and societal impact.
The 'Pereira Challenge' hopefully stands as a testament to this evolving mindset, calling for a proactive, integrated approach to inclusivity in branding. The emphasis on authenticity and purpose in branding points to a future where inclusivity is not an optional add-on but a foundational principle. As the industry moves forward, the insights from the LDTRT podcast offer a roadmap for brands to not only succeed commercially but also contribute positively to a more inclusive society.
Ultimately, the goal is a world where inclusive branding is the norm, where every consumer feels seen and valued, and where advertising plays a pivotal role in driving social change. This vision, while ambitious, is increasingly attainable as more industry leaders embrace the principles discussed in the podcast. The journey to an inclusive future in advertising is underway, and it is one that promises to reshape not just the industry but the very fabric of our consumer culture.
Katherine Periera is the MD of Applied Design and Adam Hopkinson is the MD of Pashn and the host of the podcast, Let's Do The Right Thing
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