A Reflection on Representation in Marketing
As marketers, business owners, and entrepreneurs we have a responsibility to set the tone for the promotional content the public consumes. Marketing is more than just promoting a business, it’s about being in touch with the market and your consumers at all times. Just as we set the tone for the content consumed, customers then set the pace of the market. It’s your job to match that pace and influence them along the way. Marketing serves as a social representation of society, therefore it should be designed as a reflection of the population. As the market shifts and changes, it is vital to keep up to date on trends and issues to maintain relevance and resonance amongst your audience. Studies have shown that about 52% of consumers have stopped supporting a brand due to a lack of accurate representation in advertising according to Statista.
Not having representation in your marketing can be detrimental to your brand image, but incorporating this concept into your strategy can provide endless benefits to your brand as a whole. Implementing representation in your marketing strategy provides your consumers with an image of themselves in situations they might have never imagined for themselves. These images over time will build empowerment, identification, and create easier recall of your content amongst your consumers. The first step to any strategy is to tailor your content to your target audience. You want to ensure your content is not only relevant, but reflects your audience and the world they live in. Think about how you surf through endless pieces of content throughout your day. Consider the lengths other businesses are going to personalize their content in order to drive you to purchase.
From the times before technology, there have been hidden biases to a multitude of different populations in our society. Populations like people with disabilities, people of color, women, all have experienced the feeling of not having the opportunity in the world for circumstances they can’t control. Now, there’s more opportunity for everyone to build the life they want, and the marketing and advertising content we consume should reflect that.
Promotional content should serve as a reflection of society to normalize and welcome differences amongst ourselves. This content would instill empowerment to drive people to take the leap they need to accomplish their goals. Representation would provide consumers to identify with your content, brand, and product. Identification allows consumers to relate to your product, therefore leaving consumers with a lasting impression of your content and brand. This impression would stay with consumers as they shop online, in-store, and as they live their everyday lives. This lasting impression, however, can go both ways which is why 52% of consumers have stopped supporting a brand due to a lack of accurate representation in advertising.
Strategizing your content to be a reflection of the people and circumstances of your consumer’s world will allow your content to resonate with your consumers and provide them with empowerment, identification, and a lasting impression of your product and brand as they live their lives.