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Authentic brands embrace and reflect the diversity of the people and markets they serve. Diversity is a core pillar of an authentic brand’s marketing approach. For marketers, understanding diversity starts with empathy. An empathic brand recognizes the experiences, outlooks and feelings a group of people may hold and reflects those insights through its marketing.
Oprah’s recent interview with Prince Harry and Meghan Markle brought to light how colorism—the preference for lighter-skinned people over darker-skinned people—lingers. In the interview, Markle revealed how conversations with the Royal Family concerned her son Archie’s skin color and the repercussions it may have on his standing within the Royal Family. She and Prince Harry also discussed the media’s pointed coverage of her racial background.
From Hollywood to Madison Avenue, colorism permeates the media landscape. Actors with lighter skin headline movie premieres, trailers and blockbuster releases. Advertisers use light-skinned models to represent their products and services. These representations are far from inclusive. “Darker” members of an ethnic minority may feel their perspectives, experiences and outlooks are not acknowledged. Simply placing a lighter skin toned person in an advertisement does not represent diversity.
Advertising professionals and students need to examine how advertisements can be interpreted by their audiences and reflect on the impact their advertisements have. This starts with asking questions:
- To what extent do we truly understand and relate with the diversity of our customers?
- Have we reviewed and identified the ways we represent our customers and their unique experiences as it relates to our brand?
- How will we intentionally represent diversity through our advertising programs?
Make color and diversity the new norm in advertising
In America, we will experience a flip by 2045 in which the white majority will become the minority. Represent consumers of all colors and shades, focusing on those who are underrepresented.
Change the archetypes
Light-skinned people often play an influential role, such as a father, mother, coach, model, scientist, princess, etc. Use a variety of people representing the full range of diversity within various ethnic groups.
Recognize bias
We may carry an unconscious bias toward selecting lighter-skinned people based on our media consumption and exposure. Being aware of this bias is critical in eliminating colorism.
For young Archie, and millions of children like him, seeing a media ecosystem respond to embrace diversity in all its colors, shades and forms opens up the gates of hope and higher aspirations.
