{"id":15851,"date":"2022-11-08T12:14:39","date_gmt":"2022-11-08T20:14:39","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=15851"},"modified":"2025-08-25T11:06:32","modified_gmt":"2025-08-25T18:06:32","slug":"diversity-inclusion-in-tv-advertising-risky-or-rewarded-in-2022","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/diversity-inclusion-in-tv-advertising-risky-or-rewarded-in-2022\/","title":{"rendered":"Diversity & Inclusion in TV Advertising – Risky or Rewarded in 2022?"},"content":{"rendered":"\n

By testing all video creatives, marketers can look cross-sectionally and within categories to understand the complex communication required to have an impact with today\u2019s increasingly challenging consumer. <\/em><\/p>\n\n\n\n

In iSpot\u2019s Marketing Master Series, we will look at what marketers are actually doing, rather than being prescriptive about what they should do. We look at these marketing practitioners not in judgment, but for education and information. In today\u2019s world, the rules are different, consumer\u2019s have changed and what defines a successful video ad campaign can take a multitude of paths.<\/em><\/p>\n\n\n\n

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Driven both by internal morals and societal mores, brands in 2022 are invested more than ever in authentically representing the diversity within their consumer base. The concept is dangerously simple, the execution is complex, and there is of course the anxiety of getting it wrong. Trail blazers such as Pantene (P&G), Dove (Unilever), Ulta Beauty, and Nike launched campaigns years ago championing inclusion (at the time a polarizing idea) which continue today. However, much has changed over the past few years. How exactly are brands showing up right now? Is diversity in ads still a feature viewers specifically seek? Or has D&I finally reached normalization so that consumers no longer look for it – perhaps only noticing its absence?<\/p>\n\n\n\n

A 2021 study quoted in Adweek<\/a> reported that seven in ten viewers prefer brands to promote diversity and inclusion in their ads, with many preferring to buy from such brands. Still, only a little more than half report feeling culturally represented in the ads they see, pointing to significant opportunity.<\/p>\n\n\n\n

This Marketing Master Series explores three common approaches to diversity and inclusion in TV and video advertising:\u00a0\u00a0<\/strong><\/p>\n\n\n\n

  1. Casting that checks the diversity and inclusion checkboxes<\/li>
  2. Connecting authentically with a specific audience<\/li>
  3. Making representation the key message of the ad<\/li><\/ol>\n\n\n\n

    Each part in the series includes an analysis of Creative Assessment results for key ads airing over the past year that employed one of the above approaches to ultimately help advertisers gauge how today\u2019s consumers are responding to diversity and inclusion messaging. <\/p>\n\n\n\n

    Part I:  Inclusive Checkboxing Can Work if It Fits the Brand Story<\/strong><\/p>\n\n\n\n

    Perhaps the simplest approach to inclusivity in TV and video advertising is featuring as diverse a cast as possible. In today\u2019s environment, this approach can actually work quite well, as long as the brand is known for a D&I purpose and the inclusion feels natural to the product.<\/p>\n\n\n\n

    Target –  \u201cSwimwear for Every Body\u201d 0:15 <\/strong><\/p>\n\n\n\n

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