The advertising sector has undergone a much-needed transition in recent years toward embracing diversity and representation. Latin America, a region renowned for its diverse and rich cultural legacy, is no exception.
Brands are beginning to understand how crucial it is to highlight “real people” in order to connect with their target market. By doing this, businesses not only improve the perception of their company but also advance equality and inclusivity.
A Focus on Diversity
Advertising in Latin America has historically emphasized a small range of body proportions while upholding false beauty standards. A sizeable segment of the public may become hostile as a result of this exclusive strategy. On the other side, using a variety of models can increase body image and self-acceptance while also boosting consumer confidence.
A lot of the commercials I saw in Mexico prior to 2020 tended to showcase white models, which did not fairly depict the majority of Mexicans, known as “morenos,” who had a variety of skin tones. This lack of representation has the potential to reinforce feelings of exclusion and help keep colorism alive.
Brands that have embraced diversity, on the other hand, frequently succeed in engaging customers. One such instance is Blanca Daz’s latest Hair Positive campaign in Mexico, which featured numerous women discussing their experiences, their uncertainties, and their concerns alongside their brilliance and power. The Hair Positive movement celebrates beauty in all of its forms and hues.
Representing Women to Empower Women
In Latin America, women make up a sizable share of the consumer population. Advertising must therefore place a high priority on gender representation, show women in a variety of roles, reject stereotypes, and value authenticity. In the past, commercials have typically shown men as breadwinners and leaders and women as caregivers, promoting the idea that women do not need financial education or services. This not only erodes women’s ability to be economically independent but also feeds into gender stereotypes.
Brands should highlight women in a variety of roles, highlighting their financial independence, spirit of entrepreneurship, and capacity for making decisions, in order to overcome this discrepancy. They can eliminate gender biases as a result, and they can also motivate women to take charge of their financial prospects.
How Brands Can Break Down Barriers And Promote Diversity
Customers are requesting representation that is more genuine and inclusive and speaks to their own personal experiences. Brands that do not value diversity run the risk of losing customers and market share.
Here are some suggestions to make sure that representation and diversity are given top priority:
carry out in-depth market research.
To fully grasp the interests, attitudes, and cultural subtleties of their Latin American audience, advertisers must invest in thorough market research. Understandings of gender dynamics, cultural diversity, and body positivity should be included in this research. With this information, businesses may create advertising campaigns that accurately reflect the diversity of Latin American society.
Work with local artists.
Collaboration with regional models, influencers, and content producers is essential to ensuring authentic portrayals. Brands can develop advertising campaigns that more profoundly connect with the Latin American audience by collaborating closely with people who are familiar with the region’s culture and who are examples of diversity.
Give voice to underrepresented groups.
Latin America is an ethnically and racially diverse region with a rich tapestry. Advertisers ought to make an active effort to include underrepresented groups and raise their voices. This not only encourages inclusivity but also expands brand recognition and opens up new markets.
Promote diversity in the background.
More than just the faces in advertising are required for diversity and representation. In order to build an inclusive workplace where varied perspectives can truly shape campaigns, brands should promote diversity within their creative teams.
A sense of inclusion is fostered, underrepresented groups are empowered, and brands are connected to their target audience through diversity and representation in Latin American advertising.
Brands may improve their image and create enduring relationships with customers by using actual people that reflect various racial backgrounds, body types, and genders. Advertisers must embrace diversity, confront preconceptions, and accurately depict the diverse Latin American community in all its beauty and complexity as the industry continues to change.