Research shows diverse and inclusive ad content drives trust and brand loyalty. Consumers across all demographics—gender, ethnicity, age, socio-economic background—increasingly discern a brand’s market leadership, authenticity, and trustworthiness based on the inclusivity of their messaging.
Recent Influencer and Amazon Ads research tallied how consumers are feeling:
- 71% expect brand ads to promote diversity and inclusion.
- 65% would pay more for a product from a brand vocal about diversity and equality.
- 62% said a brand’s lack of diversity impacts their decision to buy or not.
- Inclusive ads drive an average 20% lift in purchase intent regardless of whether the viewer’s demographic is represented.
The modern consumer expects brands to play a role in inclusive representation. Brands that recognize this role and prioritize representation earn consumer loyalty and trust, differentiate themselves, and amplify traditionally unheard voices.
Equitable and inclusive casting and production staffing means more opportunity for talent and talent seekers. As creators and viewers, we are beyond a crucial tipping point where diversity, equity, inclusion, and belonging in media of all types is no longer novel or audacious, it’s imperative and important.
How to create authentically inclusive brand marketing
Successful inclusive marketing campaigns include diverse creators—from actors, influencers and other real people, to writers, editors, and other production staff—from different backgrounds for more authentic storytelling relatable to more audiences.
Branded content can prioritize inclusivity by challenging stereotypes, reflect real-world experiences, or otherwise put pressure on norms by centering individuals or groups usually underrepresented or misrepresented, like people of color, of different ages or genders, and who identify as LGBTQ+ or have disabilities.
We are working alongside content makers, creative agencies, and marketers of all kinds to keep challenging the model of branded media as too often exclusive or not representative—when we know better every day the greater achievement that comes with media being more inclusive and equitable.
Our tools are built to increase visibility and representation
We work with DEIB specialists to continually evaluate how we help facilitate the ongoing transformation of our industry. We want creators to be able to find the skilled performers and production staff they seek and also provide access to talent that otherwise might continue to be overlooked.
One of the ways we’ve put our values into action is by implementing important changes to our tools and resources that will empower you to create more and better things.
Diversity
Individuals with diverse backgrounds, identities, attributes, and abilities have long been underrepresented or misrepresented in mainstream contexts. There is no question positive depictions in popular media assists in reducing stereotypes of underrepresented and marginalized groups.
Backstage seeks to attract and maintain a diverse talent marketplace, which is searchable by ethnicity, gender expression, body type, different abilities, and other keywords to find the right fit for your project. For example, talent profiles on Backstage for nine different ethnicities, including for individuals of African-American, Latino and Hispanic, Middle Easter, Asian, South Asian, and Native American descent, have increased exponentially over the last four years. Talent of African-American and Latino and Hispanic descent have increased by almost tenfold.
A new way we have ensured greater discovery of diversity among talent is by completely rebuilding how gender identity and expression are represented. To allow all talent on Backstage to appropriately and equally represent themselves, we have introduced 27 new gender options for talent profiles. Members also have an option to create their own description if they find one of our options does not accurately represent them.
Equity
Equity means recognizing not everyone has the same opportunities and providing individuals what they need to overcome—intentional or unintentional—barriers that create an imbalance in access to opportunity and success.
To make discovery more equitable, Backstage has changed how talent is found in search based on gender—specifically non-cisgender candidates. Our search tool is designed to include additional gender identities so, for example, directors looking for cisgender male or female talent will see non-cisgender talent included in their search results. Non-cisgender talent will likewise receive relevant casting and audition notices to ensure more people are included in opportunities.
We have also enhanced visibility during the job posting process by adding instructional content to our role-creation form that educates creators on the benefits of diverse and inclusive casting. This addition prompted the creation of more than 10,000 unique roles specific to non-cisgender people within a single year.
Inclusion and belonging
Inclusion and belonging ensures people from diverse groups are not just included but feel welcome and are able to participate as who they are.
Backstage profiles include personal pronouns to ensure talent can express who they are and be accurately addressed in messaging and direct communications. This seemingly small detail has big impact by preventing misunderstandings and eliminating unnecessary stressors, like talent having to self-identify during auditions.
Our ongoing commitment
Backstage is committed to continuing to find new ways to promote diversity, equity, inclusion, and belonging in our messaging, tools, and own workplace practices. As we learn and do better, we will adjust, enhance, and grow our product offerings and features to ensure we are enabling and promoting the value of better talent decisions.
Find out what leading brands and marketers already know. Get started by posting a job with Backstage today.
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