In the midst of the biggest effort in history to introduce comprehensive civil rights to the LGBTQ community, the media storm continues to swirl around national diversity challenges. Caitlyn Jenner has fueled much of the attention as of late, providing a high profile face to the debate around acceptance. Brands and advertisers still face biases in planning and executing media campaigns yet the buying power continues to grow in minority and historically excluded groups. The Inclusion of targeting and segmenting meaningful content to truly diverse audiences based on their consumer behavior and exclusive of their lifestyle choices, ethnicity or background is the recipe brands need to experiment with to optimize ROI. As the awareness and controversies rise in the media and progress is made and lost on various fronts, it is certain to be a passionate time in our history.
Only a handful of advertisers in the scheme of things have shown boldness in their work to understand, reach and service diverse audiences. Which brands are striving to understand and embrace diversity? What brave and bold campaigns will we see arrive on the scene? How will advertisers balance the perceived risks of polarizing audiences?
The diversity and inclusion track at advertising week is certain to provide insights into some of the biggest questions of our time.