在所有媒体上，消费者都在寻求所接触品牌的一致性和可信度--不仅是其提供的产品或服务，还有其言行举止。
Inclusion has become top of mind across the media industry, and it’s new terrain for many brands to navigate. Effective brands not only tell consumers how they champion equity, but they show their commitment by taking action. As our population diversifies and personalization becomes increasingly important, brands will need to embrace inclusion by sharing ownership with consumers.
Representation matters to every identity group—male or female, Black or White, young or old. While mass media may sometimes be discounted in its ability to deliver personalized messaging, it’s still key to an effective long-term marketing strategy. Overall, on-screen representation remains low for many identity groups. For example, women make up more than half of the U.S. population, yet are on-screen far less than men (38% vs. 62%). And certain segments of women, particularly women over 50, are drastically underrepresented on screen. In fact, women over 50 are 60% less likely to see themselves in programming.
代表性不仅是荧幕上的焦点，也是广告中的焦点。在广告方面，品牌要想触及女性等代表性不足的身份群体，尤其是 50 岁以上的女性，就必须抓住真正的机会。去年，这一群体在 25 个 CPG 类别中花费了近 8 亿美元，而 18-34 岁女性花费了 6.08 亿美元，35-49 岁女性花费了 6.8 亿美元。尼尔森（Nielsen）发现，消费者更倾向于购买以其身份群体为广告主角的品牌产品，因此，包容性是有效广告支出的关键。
Diverse audiences are looking to find on-screen representation that mirrors who they are as individuals. In a May 2021 survey, Nielsen found that 49.7% of adults 18-24 and 51.2% and 25-34, respectively, are more likely to engage with content featuring someone from their identity group. As a result, underrepresented groups of people are migrating to platforms that have more representative content offerings.
To illustrate, the Hispanic population makes up 18.8% of the U.S. population and contributes to more growth to the total population than any other segment. Across all TV, however, Hispanics only account for 5.5% of share of screen, but share of screen across SVOD content is at 10.1%. Although that’s just over half of their representation in the population, Hispanic viewers have taken note—particularly younger generations. Of the 15 most-watched programs on SVOD among Latinos 18-34, 40% had fair or strong Latino representation, compared with only 13% of the 15 most-watched programs among Hispanics 35 and older.
无论您是想与 50 岁以上的女性、西班牙裔还是其他代表性不足的身份群体分享您的品牌，只要营销人员了解受众的参与情况，并采取行动提高不同受众的代表性，他们就能抓住巨大的机会。
虽然主要的挑战在于创造与受众相似的信息，但对于品牌来说，同样重要的是要注意信息的接收方式，并对其进行调整，以确保引起共鸣。不幸的是，当一个代表性不足的身份群体在内容中出现时，并不总是有能反映其多面生活的角色。例如，50 岁以上的女性并不一定会与母权和母性角色产生共鸣，但这往往是节目和广告的重点--这并不鼓励参与。如果没有被看见的感觉，身份群体就无法与品牌分享所有权。
随着品牌寻求新的方式来表达自己的价值，并与日益多样化的受众互动，屏幕上的包容性应成为广告战略的首要考虑因素。同样，品牌也应关注其接触的人群对内容的接受程度。随着受众的不断多元化，与受众建立联系的巨大机会也将与日俱增。展望未来，越来越多的品牌将注重与目标受众分享品牌所有权，越来越多的广告资金将投入到具有包容性的项目中。
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