Seeing is believing
For as long as I have been interviewing and moderating, I have heard participants comment on the diversity - or, more typically, the lack of diversity - in storyboard drawings and stock images. Until recently, these comments tended to come from people of color, who wanted to see themselves in the ad concepts but were presented with ideas featuring an array of white faces. To them, my response was always the same: “I hear you. These images are just placeholders for the images and actors who will be featured in any ads developed from these concepts.”
It’s time to move away from such single-focus imagery. The lack of diversity in draft creative can be a real distraction, and it does a disservice to the brand by suggesting a deliberately narrow focus.
In my experience, consumers of all types expect brands to understand the importance of inclusion; this is particularly true among younger cohorts. And the definition of diversity is broadening to include age, ethnicity, gender, and ability.
Of course, not all products are appropriate for all people. But it’s worth it to make sure you are as inclusive as you can be when developing creative to show to consumers.
It lets consumers know that you see them. And it will make for better research too.