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30 March 2021
Twelve steps towards diversity in advertising
Diversity & portrayal in advertising
Building diversity into the creative advertising space is not just the right thing to do, suggests a new report from the World Federation of Advertisers (WFA), but it also helps brands boost their effectiveness.
The WFA has launched an open-source guide aimed at tackling diversity challenges: “Diversity & Representation: A Guide to Potential Areas for Bias in the Creative Process” can be downloaded free from the WFA. Its purpose is to lead brands towards “purposeful inclusion” – “truly connecting brand purpose to meaningful action, often with partners and deliberate storytelling”.
The WFA identifies 12 key stages of the creative process and urges brands to ask questions about diversity and inclusion at each stage.
Bias can creep into the process at any stage of the process, the guide says, even when people have the best intentions.
The guide also makes it clear that by asking fundamental questions, like: “Who is your audience? Who is excluded?” not only is a brand more likely to achieve better Diversity, Equality, and Inclusion (DEI), but it will also potentially be able to identify new business opportunities.
“We can all go on a journey from not considering diverse audiences to fairly representing them, or even purposefully driving action for change – wherever you are in that process we hope to help you take the next step” – Jerry Daykin, WFA Diversity Ambassador & GSK Senior Media Director.