How Advertisers Are Changing the Use of Content – eCommerce Magazine

  • According to Shutterstock’s new diversity report, 60 percent of German advertisers consider ethnic diversity to be an important aspect when addressing their target group.
  • 33 percent of the respondents in Germany pay attention to gender-sensitive language in marketing measures.

The “Global Diversity Awareness Month, DE&I in Marketing: A Global Report”, now published by Shutterstock, shows decisive marketing trends in connection with diversity, which are based on the responses of more than 2,700 advertisers in Australia, Brazil, France, Germany, Italy, South Korea, Spain, UK and USA are based. The use of different content in marketing campaigns and the impact of global events on their decisions were examined.

Diversity: Effects on the choice of content

“Our DE&I in Marketing study covers the events of the last year and a half and how these monumental moments have affected the way diversity is evaluated and prioritized in decisions about brand content. Despite the worldwide lockdowns, content creation has made a name for itself and the resilience of creativity prevails. It cannot be denied that the media are paying more attention to cultural movements around the world than ever before, raising much-needed awareness, ”said Meeckel Beecher, Global Head of Diversity, Equity and Inclusion at Shutterstock.

“However, we wanted to understand to what extent this is really reflected in the choice of content. The promotion of values ​​such as diversity, inclusion, representation and respect has never been more important and urgent as it is today. Our report, published as part of Global Diversity Awareness Month, makes it clear that there is still much to be done, and we look forward to working with our partners to do this work. It’s nice to see people listening, and our job at Shutterstock continues to be to ensure that all creative content represents the diverse global community. ”

Social movements influence diversity of content

Globally, the growing awareness of movements like Black Lives Matter and Stop Asian Hate over the past year has prompted brands to introduce or develop anti-racism commitments. 63 percent also stated that these movements had an influence on the selection of the content in the last 12 months, in Germany 54 percent took this point of view. 65 percent of marketing experts see ethnic diversity and diversity as an important aspect when addressing their target groups. Here, too, German advertisers are 60 percent below the global average. However, 46 percent of German advertisers find it difficult to combine the image of their brand with ethnic diversity and diversity. The global average is 44 percent.

Diversity: Lockdowns restrict localized content

The global lockdowns have noticeably restricted those surveyed when creating marketing content. In view of closed borders and contact bans imposed in many places, 37 percent of advertisers worldwide and 32 percent in Germany state that their ability to obtain various content has been significantly impaired due to travel restrictions.

The effects on the creation of image material are clear: A quarter of the respondents stated that they were not able to adapt content for individual markets locally, in Germany even 32 percent of the respondents encountered this problem. This has caused more than a sixth (17 percent) of advertisers worldwide and in Germany to violate hygiene requirements and risk health and legal consequences in order to continue to create diverse content.

Brands want to combine representation with authenticity

The events of last year convinced more than a third (34 percent) worldwide and around a quarter (24 percent) of marketers in Germany that the most important thing for creating content for marketing campaigns is to reflect current events. This is more important to 34 percent of brands than just reflecting their corporate image (33 percent). However, as consumers seek authentic brands, marketers need to know how to ensure that their marketing is in line with their core core messages and brand image. Otherwise they risk being perceived as untrustworthy.

Advertisers say that a correct representation of society is the main reason for increasing the use of diverse content. 64 percent use content from same-sex couples, 68 percent from ethnically diverse models, 60 percent from people with disabilities and 62 percent from transgender models. Three-quarters (75 percent) of marketers realized that for authentic content, it is important that it is created by the same audience that it is intended to reach. In addition, 33 percent of German advertisers consider using gender-sensitive language. On the other hand, 15 percent reject gender-specific language in marketing measures – twice as many men as women (22 versus 10 percent).

Advertisers keep their distance from the political situation

Global brands focus more on portraying their own ideology through their marketing decisions than on portraying the political landscape. In fact, 41 percent of marketers say they focus on their own corporate ideology, compared to just 32 percent who want to reflect the political landscape. More than a quarter (26 percent) aim to make their creative campaigns stand out from the political landscape, which shows that more and more brands are taking their own point of view on social issues and giving themselves their own voice. In Germany, however, the ratio is different: German marketers concentrate a little more on the political landscape (37 percent) than on their own company ideology (36 percent).

Further results of the study show:

  • 31 percent of diversity officers worldwide are involved in marketing decisions. In Germany, only 19 percent have a say. In 14 percent of those surveyed, the diversity officers have no say at all and instead only support the HR department. In Germany this applies to 19 percent.
  • Campaign content, in which women participate in have increased the most in the last 12 months (28 percent), followed by content in which ethnically diverse models are shown (26 percent). In Germany the order is the same – however, the proportion of women is lower here at 23 percent.
  • 77 percent worldwide and 69 percent in Germany of marketers say they are expected to show greater diversity and diversity in their campaigns, with 76 percent (compared to 66 percent in Germany) believing that there is still room for growth.
  • 74 percent of marketers believe that the use of diverse content benefits a brand’s reputation.

Shutterstock presented the results of this study with a Series of curated image and video collections available to help marketers represent diversity in their content: l.

Regarding the methodology of the investigation: The study was conducted by Censuswide between April 13 and April 27, 2021 among 2,723 marketers in Germany, the UK, the US, Italy, Spain, France, Brazil, Australia and South Korea. Censuswide adheres to the ESOMAR Principles and employs members of the Market Research Society to operate in accordance with the ESOMAR Principles. Shutterstock, Inc. is a provider of royalty-free photographs, vector graphics, illustrations, videos and music. The company provides creative, marketing and media professionals with high-quality image and music content. (sg)

Also read: Diversity and inclusion: only one in ten companies is a pioneer in implementation