Why You Should Factor Diversity Into Your Strategy This Black History Month
As Black History commences, we in the advertising, digital marketing, and technology communities remind ourselves that diversity is more than just a buzzword.
It is important to continue to honor the contributions and injustices against the Black community. Indeed, one month out of the year does not suffice in recognizing the racial violence that our country continues to deal with. In this blog, we look at valuable statistics around diversity and how it applies to our field of digital advertising.
Data points to a desire from users – especially younger generations – to see more diversity in advertising.
We took a closer look at the impact of incorporating a range of representation in digital advertising.
Multicultural consumers make up almost 40% of the U.S. population
But multicultural media spending is only 5.2% of total ad and marketing spend.
Brands with the highest diversity scores see an 83% higher consumer preference.
Download our onesheet for more statistics and key takeaways you can implement now.
Focusing on genuine representation and building a connection with all communities builds trust with consumers and ultimately builds brand loyalty. It is imperative to not only represent minorities within advertisements, but also to normalize the presence of non-heteronormative bodies within the media. While we have a long way to go, learning and reading more about it is a great place to start.
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