Le Truc’s Post

Harmful stereotypes of masculinity in ads are harming young men and those around them. At today's Creative Equals RISE conference, the Head of the Unstereotype Alliance, Sara Denby, called on the advertising industry to redress masculinities, to impact brands and help drive positive social change. Here are some ways to get started: ⛔ As creatives and advertisers, reject the expected. Think about the depictions of ALL men in your content. 🗣️ Seek out new ways of showing what success can be - build in progressive and inclusive portrayals ⭐ Ensure inclusive media placements: consider where and how your content shows up. Want to be part of a more progressive advertising industry, and join our mission of a future free from stereotypes? Become a Member of the Alliance and access tools and playbooks for more progressive content. Find out more ➡️ https://lnkd.in/e2H7V2_4

I pursued Intercultural Communication (shoutout American University School of International Service) knowing that there was a need for more people in the branding and advertising space with deep, theoretical understandings of cultural competence. Those of you that have heard my story know how often I was asked, "so what's the connection between your degree and branding/advertising?" Fatou B. Barry highlights two here but I've got a few more for you: - Target & Fathers Day (https://lnkd.in/efv9fJXv) - Burger King UK & the kitchen (https://lnkd.in/e9JagQih) - Tampax & that weird tweet (https://lnkd.in/e7js4pZt) - Lululemon CEO & his array of comments (https://lnkd.in/eEAMprCn) And of course, the catalyst for my interest in cultural competency in the branding space: - Adidas & the world cup shirt (https://lnkd.in/exauXzd4) Highlighting these to showcase that this isn't by any means a new occurrence within the industry. Brands can't initiative their way out of these kind of "mishaps" nor should they want to. The aim should be to build brands that engage with their audiences in authentic and culturally aware ways. The need for ACTUAL cultural competency is past due.

Watching all of these #branding and #advertising missteps in recent weeks is a glaring reminder that #culturalcompetency must be mandatory for those in the #MarComm/advertising spaces. 👀 The (well-deserved) backlash against #Youthforia and #Bumble's controversial billboard campaign serve as prime examples of what happens when cultural sensitivity and understanding are lacking. Youthforia's "600 Deep" foundation shade, criticized for resembling black paint without undertones, showed a profound disconnect from the diverse communities the brand claimed to want to serve. Not only did it perpetuate harmful stereotypes, but it also alienated a significant portion of their target audience, eroding trust and authenticity. 🚮 Similarly Bumble's billboard dismissing celibacy with the ridiculous statement, "You know full well a vow of celibacy is not the answer," has rightfully sparked outrage among many women. It was tone-deaf messaging that disregarded personal choices and values of a sizable demographic. For me, incidents like these underscore why cultural competency needs to be a fundamental requirement in communications, marketing, and advertising. Without a deep understanding and respect for nuances, values, and perspectives, we risk alienating the very audiences we aim to connect with. 🔌 Cultural competency equips practitioners with the ability to create with sensitivity and respect. Conversely, the lack of this crucial skill often leads to campaigns that miss the mark, perpetuate harmful stereotypes, and cause offense (as we're witnessing now). 📌 Let this be a reminder that cultural competency SHOULD be a core aspect of your practice.

While I can probably see where they are coming from, it's evident that sensitivity and cultural awareness are paramount in marketing initiatives. As professionals in the industry, it's crucial for us to learn from such oversights are strive to create inclusive and emphathetic campaigns that resonate with audience. Insensitive portrayals of sensitive topics such as domestic violence and body image not only alienate and offend audiences but also damage brand reputation and erode consumer trust. In today's socially conscious landscape, consumers expect brands to demonstrate social responsibility and ethical integrity in their marketing communications. By prioritizing inclusivity, empathy, and respect in our campaigns, we not only foster positive brand perception but also contribute to a more inclusive and empathetic society. How do you ensure your marketing campaigns are culturally sensitive and inclusive? How do you ensure your brand's messaging resonates with diverse audiences while avoiding potential pitfalls? #MarketingEthics #SensitivityInAdvertising #BrandResponsibility #InclusiveMarketing #LinkedInDiscussion https://lnkd.in/g9wpBXXf

Harmful stereotypes of masculinity in ads are harming young men and those around them. The Unstereotype Alliance sat down with experts at the CREATIVE EQUALS RISE conference and called on the advertising industry to redress masculinities, to impact brands and help drive positive social change. Want to be part of a more progressive advertising industry, and join our mission of a future free from stereotypes? Become a Member of the Alliance and access tools and playbooks for more progressive content. Find out more ➡️ https://lnkd.in/e2H7V2_4

People often reach me out asking my opinion on “special dates”. Marketers must beware of the temptation to rush to create content in line with heritage months and cultural moments. Don’t just check the box. If you aren’t prepared to participate in an authentic way, sit out. Take the time to learn from other brand crises to avoid repeating the same harm. Listen to your employees, if you are running diversity and inclusion in the right way they “should be “ representative of your consumer base. This article gives great advice on that matter and what to do when things don’t go in the right way. #diversityandinclusion #inclusionmatters #inclusivemarketing #representationmatters

Social media #technokings make a whole lot of noise about promoting egalitarianism but their platforms sustain status gaps and, worse, create new ones! #Futurist #status #tiktok #celebrity #socialmedia #equality #technology

Hearts & Science MENA's Rasha Rteil says that once a boys' club, the advertising industry now basks in the brilliance of diverse perspectives. However, she calls for real, lasting change, not just ticking the DE&I boxes. "In our fast-paced, high-stakes agency and media industry, it’s easy to fall into the trap of burnout and cutthroat competition. Let’s prioritise the well-being of our people, foster open communication, and share knowledge and flaws," Rteil said. Click on the link below to read the full article. #Advertising #WomenInAdvertising #Diversity #Equity #Inclusion

‘How can advertising respond to the DEI opportunity’ was such an engaging panel discussion that was conducted on 7th December at Mumbai as part of the D&I Edge Summit hosted by The Advertising Standards Council of India and Unstereotype Alliance. Do catch this wonderful article by Noel D'souza (he/him) in Campaign India! The panel was expertly moderated by Prasad Sangameshwaran, Editor, Brand Equity.com with panelists, Ashiish V Patil, CEO & Co-Founder, Isspeshai Stratcon LLP, Sumit Agarwal, DEI Advisor to Fortune 500 Companies, Anjali Madan, Head of Media, Mondelez and Anirban Mozumdar, CSO, Havas Creative India. ✅ They discussed how the narratives within the space of advertising could be reshaped as they looked at ways of how brands could be non-tokenistic and champion authentic representation. ✅ Sometimes more than representation or under representation, wrong representation or mis representation can be more dangerous. Especially when it gives legitimacy to the already existing stereotypes. ✅ They opined that it was critical to look at the product end-to-end – product design, development, marketing, communication - from a diverse, inclusive, representation and accessibility lens. ✅ The panel also deliberated on the challenges of translating brand intentions into meaningful actions. ✅ The dire need for authenticity and genuine and sustained efforts, backed by a deep understanding of consumers rooted in a brand's ethos was highlighted. ✅ There were rich examples of the film industry where misrepresentation of marginalized communities is rampant due to inaunthentic casting.    ✅ They reflected on how Inclusivity is hardly ever a table stake at the nascent or brief stage of communication planning and development. ✅ The panel also looked at how the world is moving towards conscious consumption from conspicuous consumption and how important it is to tell authentic stories where inclusion is unobtrusive in the story without coming across as force fitted. ✅ They also looked at the dangers of insincere intentions at D&I being called out by the discerning consumers and other stakeholders if the brand’s voice sounded tokenistic or came across as a ‘pity party’ in the guise of Inclusion. ✅ The importance of normalization of conversations around Inclusion to change the debate was also highlighted. ✅ They deliberated on the importance of accurate consumer data to understand the various hues of consumers to serve them better. ✅ Importance of aligning actions with the brand message, being relevant as against being caught up in tokenism was addressed. ✅ Despite the positive intentions, there sometimes is the fear of unintended consequences and how there should be a delicate balance between progressive advertising and potential societal pushback. Check the comments for my earlier posts on this summit!

Diversity, equity, and inclusion (DEI) is used to describe three values that many organizations today strive to support. At its core it is intended to support different groups of individuals, such as those from different races, ethnicities, religions, abilities, genders, and sexual orientations. Representation in advertising plays an important role in DEI for society. This research from Clear Channel UK shows how OOH performs and can be used as an inclusive channel for brands. #solaradtek #solarlighting #retrofitting #lightingspecialists #OOHlighting #advertisinglighting # https://lnkd.in/d8QrxwuH