Marketing with Purpose: The Art of True Representation
Representation in marketing ensures that diverse identities, cultures, and communities are accurately and respectfully portrayed in campaigns. It builds trust, broadens audience reach, and fosters inclusivity by reflecting real-world diversity.
HubSpot contributor Sonia Thompson has published an article on
She says, “The people you serve need to see themselves and who they aspire to be reflected in the visual imagery your brand puts forth.
When they see themselves, it is a permission slip to take the next step forward with you in your customer journey. When they don’t, many consumers receive the message “this isn’t for me” and go off in search of another option that does make them feel like they belong.
The 2021 State of Representation in Marketing study I conducted revealed that 74% of consumers choose to buy from and engage with a brand as a result of seeing themselves represented in the visual imagery a brand puts forth.
Representation also has the effect of impacting how consumers feel about themselves. In that study, one consumer said they wish brands knew “The damage they do by underrepresentation.” Another consumer said they wished brands knew”.
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