Ethnicity in advertising
Since 2016, we've published 3 reports looking at ethnic representation in advertising and marketing communications.
The overwhelming message from ethnic minorities was that they want to see authentic, positive representations they can relate to in advertising and communications.
agree that TV ads demonstrate diversity
feel that proper representation is important
said they prefer to buy from brands that support inclusion and diversity
don't currently feel represented in online ads
Guiding principles for marketers
In the full report we explain each of these principles in more detail, but here’s a quick checklist:
Portray me positively
Present all people in a way they’d like to be seen, helping to challenge and defy restrictive stereotypes.
Don’t put me in a box
Consider all the layers of identity of the people you portray.
Authenticity is in the details
Focus on the nuanced details for true-to-life representations – create good connections, not bad reactions.
Word association counts
Make sure the language you use alongside an image doesn’t reinforce tropes.
Where am I in all of this?
Try to represent all ethnicities – Asian and mixed heritage people are often underrepresented.
Level the playing field
Show that people from all ethnicities can have equal social status and are deserving of prominence.
Sensitively challenge bias
Take time to consider how communications could be interpreted by people with differing beliefs.
Check in with an expert
Enlist the support of an external cultural advisor, or establish your own diversity panel in-house.
Diversity and inclusion
A key part of how we seek to live and breathe our values is to strive to create a fully inclusive environment for all our colleagues, customers and communities, one that is truly representative of modern-day Britain.
Excelling Black talent
As part of our Race Action Plan, we’re committed to nurturing our talented Black colleagues by creating specific talent programmes, so that we can help break the ceiling for senior Black role models.