Why You Need To Have Diversity In Your Advertising
By Summer Nowak
Millennials are the most diverse generation in our nation’s history. For example, about three quarters of baby boomers are white compared to just over half of millennial, and because of this, the demographic shift of the ad audience has far outpaced the demographic shift of the ad industry. As the minority becomes the majority, they are eager to see ads that address diversity as well as race related issues. It is now crucial to make inclusive advertising for brands.
Throughout the years, ads have always reflected culture but black millennials are asking brands for more. Three quarters of black millennials would like to see brands better represent diversity in ads and 70% say that they are more likely to buy from a brand that takes a stand on race-related issues.
Black millennials watch quite a bit more YouTube on mobile than other millennials- this may be because they feel represented there in a way that they don’t in traditional media. Nearly two thirds of black millennial viewers say YouTube is a place where black people have a voice while only less than half say the same for TV.
Black millennials watch 73% more YouTube on mobile per person than the general population of the same age (their mobile watch time has more than doubled on YouTube in the last two years). Brands have been prioritizing mobile for years, but if they are prioritizing mobile, then they should be prioritizing inclusivity too.
Black millennials are more engaged than ever on YouTube and a key driver of that engagement is YouTube’s community of diverse creators. In fact, black millennials are a lot more likely to feel a sense of personal connection to YouTube creators compared to traditional celebrities.
When Google asked what brands could do to make truly inclusive advertising, some of the most popular creators answered with these top responses:
- Having diversity in every story
- Being relatable through representation
- Check your ad copy with a black creator
“The answer isn’t always to make a specific ad for this demographic. The answer is to represent diversity in every story you tell.”