As we begin to celebrate US Black History Month and LGBT history month, now is a perfect time to reflect upon and reiterate the vital topics of conversation we started in our guides on authentic representation.
In recent years there has been a firm shift to understand the importance of representing marginalised groups, whether that’s within education, the workplace, books and TV, advertisement or in government. Being heard and seen in the very spaces that impact us daily is vital to one’s quality of life, and that’s why with the new age of digital media, brands now attempt to widely represent these groups, in an authentic way that is genuine and meaningful. We have highlighted in our guide, Evolution of Representation, that modern consumers crave authenticity and so ‘prefer brands that speak honestly, sanction those that break their promises and develop strong feelings of loyalty for companies that share their commitment to a better world.’
It is not only important for brands to push for authentic representation in the campaigns they release but it is essential for them to prioritise that same authenticity internally within the organisation. The concept is straightforward. To truly understand the nuances in culture, the plights of a group, there must be members of those groups employed or contracted to work on the campaigns that seek to reach these audiences. This is authentic representation at its core.
So, we challenge you this month to use our guides and reflect upon your brand both internally and externally, review the case studies and resources we provide and see how the tools we have given to you can be implemented for both the long and short term.
To get you started, here are some articles we recommend: