Is representation going backwards this Christmas?
Ho-ho-ho-homogenous?
The 2023 Christmas ads are out, and while they lean into festive cheer, family traditions and kindness via gift-giving, we've gone backwards on representation. The UK is made up of many intersections across age, ethnicity, ability, gender, LGBTQIA+, family compositions, faiths, cultures and socio-economic levels... and few ads reflected that. On a quick view of System 1's top 12 ads, there is little ethnic diversity and majority male voiceovers. What's happened? Is it the 'fear of getting it 'wrong'?
Who got it right? One of our favourites is Amazon 'Joy is Shared' (System 1's #3), a spot featuring three elderly women sitting on a bench - who (thanks to a sleigh ordered on Amazon) then go sledding, recreating a shared memory of pure joy. This was a rare ad, with women over 50 as leads, portrayed as technologically savvy. At number 11, we loved the spirit of the Sainsbury's ad, 'One BIG question' which felt on-zeitgeist with the cost-of-living crisis and gives some of their own staff 'star' status along with living meme, Rick Astley.
There were a few standouts for inclusion not on System 1, with John Lewis ad ('Snapper: the perfect tree') centring a single-parent family, something John Lewis hasn't done before. One of our highlights was JD Sports 'A bag for life', celebrating youth culture with its iconic bag with all those life moments: a first kiss to kickabouts on the street, family gatherings and friends goofing around. Alongside rappers Central Cee and Kano, the spot also stars Davido, Ronisia, Ella Toone, AntsLive and Kirbs.
Ironically, the heart-steal of 2023 is this £700 viral ad from a bar in Enniskillen for highlighting the reality of many elderly people at Christmas for 'Charlie's bar'. It's has gone viral because it just highlights what makes us happy (love and compassion) in all the right ways. It feels deeply authentic, because it is.
We know consumers spend more with brands who put forward authentically diverse advertising. So what happened, 2023?
CREATIVE COMEBACK NEW YORK LAUNCHES
"I've been left behind"... One of the industry's biggest challenges is the lack of behind-the-scenes diversity in female creative leadership. At an intersectional level across the globe, the numbers are still very, very low. We know returning to the creative industry after a career break can be difficult. With an outdated portfolio, new industry tech, trends and terminology, and there's also the 'fear' you've lost your flair after a break. The ad industry moves fast. Whether you’ve been out of work for 5 years or 6 months, you can feel left behind.
But CV gaps mean returners been doing important things with life. Whether they've been caring for a child. Or a loved one. Or just taken some time out. All experience matters… it’s about how we bring our talent back in.
Creative Comeback NYC is an opportunity for women, non-binary and gender non-confirming folk to return to creative work. The program is free to attend and lasts for 13 days from 31st Jan - 16th Feb 2024. Participants receive best-in-class training from D&AD, as well as AI training from Adobe and solve a brief from Diageo. The goal is to move this cohort into employment with progressive partners. Is that you? Or do you know someone who would benefit from the programme? It takes a village, are you in?
The CreativeComeback NYC 2024 Program is a Creative Equals event in partnership with Diageo, Adobe and D&AD.
"You should plan as if you'll get backlash"
Why are marketers playing it 'safe'? Since Bud Light's faux pas with Dylan Mulvaney, 64% of marketers now fear 'getting it wrong'. Yes, mistakes were made, but as an industry, we learn. Stephanie Matthews (Creative Equals' Inclusion Partner) joined Marty Davies (Joint CEO of Outvertising and Founder of Smarty Pants) to speak at the Conscious Advertising Network’s 'Conscious Thinking' event. The duo shared how the advertising industry can stand its ground to support trans+ people and talent. The UK was once ranked one of the most LGBTQ-friendly nations in Europe but an increase in hate crime and anti-LGBTQIA+ sentiment has seen it fall down the list to 17th place.
Outvertising believes that the advertising industry has an opportunity to dismantle this system of hate both through monitoring media buying and through creative campaigns that strive to more accurately represent trans+ people.
If backlash is inevitable, how should brands prepare?
We work with brands to develop “risk and resilience” programs to train staff and prepare a PR strategy before a campaign is launched to manage any potential backlash. More importantly, there is understanding the role of brand strategy and leadership at the core.
Looking back to look forward: a Contagious 2023 view
If you read one summary of this year, dig into this: Contagious's 'Most Contagious Report, 2023. In it, you'll find an article from our founder, Ali Hanan, who has written a piece about this year's brands - and backlash.
As she says: '[Bud Light] shows the challenge of mass marketing in 2023. It’s impossible to be a ‘brand for everyone’ in the midst of the culture wars, an increasingly divided society and one where there is an increasing erosion of civil rights. But it’s how you set out your ‘brand stand’ that will make the difference in this climate, which is why many companies now have a clear diversity, equity and inclusion mandate at the heart of their brands. After Bud Light, the stakes are too high.'