Vanessa Vidad, CRM and Systems Manager and Inclusion Co-Lead at ISBA on why speaking to broader, more diverse audiences is good for business
The advertising and marketing communications industry has many external challenges affecting how we operate. This is especially true when it comes to DEI. However, speaking to broader, more diverse audiences can only increase reach and the industry can take multiple progressive steps to do this.
A good starting point is to make ads more accessible for the 12 million people in the UK; a population bigger than London, that have a sight and/or hearing impairment. To further the case we have an ageing population with high buying power. In fact Saga predicts that by 2040, 63p of every £1 will be spent by people over 65. While 4 out of 5 18-25-year-olds already watch content with subtitles so would watch advertising with them. Subtitling ads is low-cost and simple to do, so put it in your brief.
Audio description presents a different challenge. Our industry was built on creative ways to reach audiences in a very short space of time so think about those within your audience that have a sight impairment. Ask yourself can they still experience your ad?
The advice for creatives is a simple three-step cycle.
In addition to accessibility, building the case for DEI and inclusive media planning and buying complete the list of priorities set by ISBA's Inclusion Network.
Just because something is difficult doesn’t make it any less vital for both business and society.
Vanessa Vidad, CRM and Systems Manager and Inclusion Co-Lead at ISBA
DEI is an investment and it can take years to see the benefits of changed processes to be more inclusive In your media planning and buying, creative output and the sense of belonging that employees who identify with any protected characteristics feel. Measurement is key for helping build the business case.
When looking to be more inclusive with your media planning and buying, speak to your agencies and challenge them to help you. Speak to those within your organisation about how and where they consume media and reach out to those publishers and media channels. If you don't have diversity within your organisation, there are a number of culture consultants that can help.
When it comes to the advertising process, including creative, make sure that you have checks in place at every point where DEI could be sidelined or missed. If you are worried about backlash, and there are examples of this that exist, speak to Creative Equals and the Unstereotype Alliance. There are a myriad of other organisations out there that can advise too. Lastly, if you’re unsure where to start on the people piece, the All In campaign from The Advertising Association, ISBA and the IPA can help.
Pushing for progress in the DEI space is difficult. Yet just because something is difficult doesn’t make it any less vital for both business and society.
Photo credit: (C) BronacMcNeill
Vanessa Vidad is the CRM and Systems Manager and Inclusion Co-Lead at ISBA
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