WHY over-representation is the new representation.
83% of minority 18-30 year-olds don't feel accounted for in advertisement
of them don't feel represented in marketing.
"There might be a sprinkle of onscreen diversity, but the content of most advertising speaks to a huge deficit and lack of diversity behind the camera. You can’t fool us into buying a product that you can’t authentically market to us. We need more representation in decisive roles."
Alicia, Curb Community
92% demand that modern brands should have visible representation in leadership roles
& 75% would prefer to spend with brands who recognise this
IS OUR WEAPON.
For years the market research, marketing and creative industries have either totally neglected marginalised groups, or they've been a breeding ground for box ticking & filling quotas for 'representation'. This creates misrepresentation.
We believe that in swaying the overspill in favour of marginalised groups, you'll be closer to real insight than ever before.
So, via our majority-minority global community, we've put together a Representative Brands Action Kit, helping you to unpack the multi-cultural landscape of today and unlock the potential of your brand tomorrow.
Leave your details below, and we'll be in touch!