‘Their needs are met by the government and they get free stuff already’ and ‘they speak English and already relate to us’ have long served as stubborn stereotypical barriers. Now Procter & Gamble and others have finally begun to recognize America’s indigenous people, as we find out as part of The Drum’s Marketing and the Marginalized Deep Dive.
As marketers, we have traditionally been tasked with prioritizing marketing budgets to focus on the general market audience, leaving little to nothing left for reaching multicultural consumers. This is a false choice, writes Sherina Smith, vice-president of marketing at American Family Insurance. Here’s what marketers need to do now to succeed in the moment and in the future.
As part of The Drum’s Marketing and the Marginalized Deep Dive, Dani St James of the trans support charity Not A Phase writes that a future of positive representation requires the marginalized to be consistently in mainstream media, not just in content about diversity.
As part of The Drum‘s Deep Dive into Marketing and the Marginalized, Elvis head of strategy Camilla Yates asks: “If there’s a clear business benefit to representing intersectionality within advertising, why aren’t more brands doing it?”