When is diverse representation in marketing done right? Marketers often ask this question. Well, there is no definitive answer. It is a strategic decision, but like any other marketing decision, it should be informed by facts.

Obviously, your marketing should reflect your target audience. When advertising family cars, you show families, and when advertising river cruises, you show older people. While this marketing law remains true, it is important to move beyond traditional archetypes.

Here are a few points to consider

📊 Demographic Insights

Demographic benchmarks are a helpful starting point. The charts below highlight diverse demographics in the Netherlands and Belgium. It shows that the traditional key demographic represents less than 25% of the population. This underscores the importance of broadening your audience perspective.

🏋‍♀️ Competitor Benchmarks

Our research found that consumer expectations vary by category. For example, the fashion industry is expected to feature young, ethnically diverse, and body-positive models. A moderate approach in fashion would seem outdated, whereas in the insurance sector, it could be pioneering. Competitor benchmarks - like those offered by No-Kno - offer a reference frame.

👓 Perceptions differ

According to our qualitative research, representation that reflects the general population is considered fair. However, perceptions of "the general population" differ depending on whether you live in a cosmopolitan city or a more homogenous rural area. This is a tricky question. In this situation, your brand positioning and values should guide your decisions.

🌞 Positive Role Models

Simply showcasing diversity has no impact on effectiveness. It's crucial to portray individuals as positive role models. This enhances long-term brand equity as well as short-term sales likelihood, Kantar research shows.

🤷‍♀️ Question norms

Questioning norms matters more than ticking off every possible diversity category. While vignettes and slice-of-life spots are great for portraying a broad and diverse cast, not all formats do. If your ad only features one or two people, make every choice a statement and challenge existing norms. Portraying a female truck driver, a lawyer with a neck tattoo or an elderly hacker speaks volumes about your brand's commitment to breaking stereotypes.

🌟 Accept Limitations

It’s impossible to please everyone. Hence, the importance of your brand positioning and values to guide decisions.