Diversity in Advertising

At Traffic, we frequently create campaigns that target a broad range of culturally and linguistically diverse market segments. Consequently, we understand the importance of demonstrating a balanced representation of minority groups within the imagery and messaging we communicate. However, it seems that in the industry at large, this is not always the case.  To dismiss the notion that diversity matters in a commercial setting, is to accept many associated shortcomings both culturally and from a business standpoint, where a larger audience can be effectively reached.

Commercials are not very diverse here. It makes US commercials look like the promised land

Advertisements consistently occupy the environments that surround us, not only moulding what is considered by society as desirable, but also reinforcing our own existence. The normalisation of white people being used, not only in advertising, but also across numerous media platforms entrenches the notion that whiteness is a fundamental trait to the human condition, a distorted perception.

It is well overdue that racial diversity is accepted into all mediums of society, both culturally and commercially. With an advertising agency, such as Traffic’s ability to influence attitudes and perceptions of normality, it becomes our responsibility to ensure this issue is not overlooked. We strive for the day that racial diversity is something that is standard in all advertising, not something that positions an agency as progressive.