{"id":7147,"date":"2023-01-30T16:33:33","date_gmt":"2023-01-30T08:33:33","guid":{"rendered":"https:\/\/cba-design.com\/asia\/?p=7147"},"modified":"2023-01-30T17:05:00","modified_gmt":"2023-01-30T09:05:00","slug":"cba-2023-calendar-celebrating-diversity","status":"publish","type":"post","link":"https:\/\/cba-design.com\/asia\/cba-2023-calendar-celebrating-diversity\/","title":{"rendered":"CBA 2023 Calendar – Celebrating Diversity"},"content":{"rendered":"\t\t
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Consumers aspire to more diversity & representation
in advertising<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In 2022, The Good Company<\/strong><\/a> and the study institute Kantar<\/strong><\/a> launch<\/span>ed<\/span> the Inclusion & Diversity in Advertising barometer.
The goal? \u00ab\u202fConfronting the perception and expectations of the French <\/b><\/span>people<\/b><\/span> with the reality of advertising content\u202f<\/b>\u00bb.
72% of the French <\/span>consumer<\/span> think that \u00ab\u202fshowing diversity in advertising is important, even very important\u202f\u00bb. It\u2019s a high number that shows that the population want<\/b><\/span>s<\/b><\/span> to see more inclusive advertising that celebrates diversity<\/b>. The consumer changes, evolves, and become<\/span>s<\/span> more and more uncompromising towards brands. He is looking for brands that represent its values.

According to a study carried <\/span>out<\/span> by Environics Research<\/a> and Amazon Ads<\/a>, 72% of American consumers and 60% of Europeans consumers \u00ab\u202faspire to more diversity and representation in advertising\u202f<\/b>\u00bb. Thus, between the consumer and the emergence of cancel culture, brands must react<\/b>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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B<\/span>rands<\/span><\/span>\u2019<\/span><\/span> authenticity is regularly questioned or pointed at. Are some brands legitimate? Authentic?<\/span><\/span><\/p>

What brands are being criticized for is the lack of concrete proofs<\/b>. A simple speech is not enough. It must be supported by actions.<\/b><\/span><\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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72% of customers <\/span><\/span>are<\/span><\/span>\u00a0willing to pay more for brands that are really authentic
(72% in the US, 78% in Europe)<\/span><\/span><\/h3>

————– Environics Research and Amazon Ads<\/span><\/span>\u00a0<\/strong><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Brands are engaging themselves towards meaningful causes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Many brands are engaging in what is known as brand activism<\/b><\/a>,\u00a0<\/span>i.e.<\/span>\u00a0the commitment of a brand, in a concrete way, to a social or environment<\/span><\/span>al<\/span>\u00a0cause.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Credits: Instagram @fentybeauty<\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\/ FENTY BEAUTY<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A concrete\u00a0example<\/span>\u00a0is the brand\u00a0Fenty Beauty<\/strong><\/a>, who launche<\/span><\/span>d<\/span>\u00a0more than\u00a050 shades of foundation<\/strong>, in a market where it\u2019s still difficult for black people to find a make-up product that matches their skin tone.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\/ GILLETTE<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Gillette<\/strong>\u00a0decide<\/span>d<\/span>\u00a0to question men stereotypes through its campaign called \u00ab\u202fThe man\u00a0<\/strong><\/span>you<\/span><\/strong><\/span>r<\/span><\/strong>\u00a0are<\/strong>\u202f\u00bb by highlighting a diversity of men when shaving. The goal?\u00a0Break the codes<\/span>. Gillette, in making that choice, wants\u00a0<\/span>to allow all men to\u00a0<\/span>feel represented<\/span>\u00a0<\/span>when<\/span>\u00a0watching this ad.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\/ LUX<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The opulent expression of glamour & feminity has become dated<\/strong> and Lux<\/strong> has understood it well. The brand wanted to inspire women to rise above everyday sexist judgements<\/strong> & express their beauty & femininity unapologetically. Our teams redefined the brand\u2019s purpose and accompanied Lux on the creation of its brand visual identity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n \t\t\t\n \t\t\t\t \n Discover more<\/span>\n <\/span>\n \t\t\t<\/a>\n \t\t<\/div>\n\n \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\/ SNCF<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00ab\u202fCreative and developer, great artists, great feminists, big mouth, big heart (\u2026)\u202f\u00bb \u2026\u00a0SNCF<\/strong>, the French public railway company, launch<\/span>ed<\/span>\u00a0\u00ab\u202fHexagonal\u202f<\/a>\u00bb, a video campaign, with the goal to federate its users<\/b> by representing them through its advertising. A campaign rewarded by a\u00a0Bronze Lion in the \u00ab\u202fCreative\u00a0<\/strong><\/span>Strategy\u202f\u00bb category<\/strong>\u00a0(Lion Cannes Creativity International Festival). A campaign to support the business plan launch<\/span><\/span>ed<\/span>\u00a0in 2020 by the SNCF, which focuses on putting people at the heart of company, the development and vitality of territories, the ecological transition and digital mobility.\u00a0<\/strong><\/span>\u00a0<\/span><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Credits: informations.handicap.fr<\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\/ GUCCI<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In 2020, the iconic luxury brand Gucci<\/strong> <\/a>has chosen to appoint as the muse of its brand Ellie Goldstein<\/strong>, who has Down\u2019s syndrome.
A bold choice since the market is still very stereotyped and standardized.

Gucci highlight<\/b><\/span><\/span>ed<\/span><\/span> the effort to be made by the brands and denounced the lack of representation <\/span><\/span>in<\/span><\/span> of<\/span><\/span> the market.\u00a0<\/span><\/span>\u00a0<\/span><\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\/ PEARL MILLING COMPANY<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Other brands make the choice to rebuild completely their naming or visual identity. It\u2019s the case of Aunt Jemina<\/strong>, which changes its name to Pearl Milling Company<\/strong> and erase<\/span><\/span>d<\/span><\/span> the image of a black woman from its <\/span>packaging<\/span> ;<\/span> caricature of the black nanny caring for the children of a white family.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Credits:\u00a0Quaker Oats Company\u00a0<\/span><\/b><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Celebrating diversity is essenti<\/span>a<\/span>l: whether it be for a product, a service, an experience, <\/span>each and every<\/span> individual should be able to <\/span><\/span>identif<\/span>y themselves<\/span> <\/span>and feel represented.

Beware of whitewashing: it is important to understand <\/span>each individual<\/span> before engaging in so-called positive and open-minded communication. The clumsiness and lack of honesty of brands <\/span><\/span>are<\/span><\/span> <\/span><\/span>very badly perceived. <\/span><\/span> <\/span><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Consumers aspire to more diversity & representation in advertising In 2022, The Good Company and the study institute Kantar launched the Inclusion & Diversity in Advertising barometer. The goal? \u00ab\u202fConfronting the perception and expectations of the French people with the reality of advertising content\u202f\u00bb. 72% of the French consumer think that \u00ab\u202fshowing diversity in advertising […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[90],"class_list":["post-7147","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"en","translations":{"en":7147},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/posts\/7147","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/comments?post=7147"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/posts\/7147\/revisions"}],"predecessor-version":[{"id":7156,"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/posts\/7147\/revisions\/7156"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/media?parent=7147"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/tags?post=7147"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/asia\/wp-json\/wp\/v2\/blog_categorie?post=7147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}