Advertising for Latin American brands are pursuing more diversity in campaigns

  • Many consumers in Latin America are no longer content to let brands sit next to tough conversations.
  • Given the significant role that advertising plays in shaping society, companies that embrace a social cause should stick to brand values.

Latin America is a region with many paradoxes. It is home to one of the world’s most racially diverse populations, but many groups remain underrepresented or stereotypically portrayed in advertising there.

Latin America's Internet users do not feel represented by the majority of digital video ads they see

Latin America’s Internet users do not feel represented in the digital video ads they see.

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The population consists of immigrants from Europe, the Asia-Pacific region and the Middle East, as well as Native American populations and African groups descended from slaves. It is also one of the most unequal regions in the world in terms of wealth and income, according to the Economic Commission for Latin America and the Caribbean (ECLAC), a UN regional commission to encourage economic cooperation.

Although Latin America broke away from its colonial past with Spain and Portugal some 200 years ago,

the advertising industry

is still troubled by a remarkable lack of diversity and representation.

“While brands have made a concerted effort to increase their representation of different racial and ethnic backgrounds and to break away from the traditional portrayal of gender roles in marketing materials, a large proportion of consumers still feel unrepresented in advertising,” he said. Matteo Ceurvels, eMarketer Head of Latin America Research on Insider Intelligence, and author of our latest report “Analysts: How Latin American brands address diversity and representation in advertising. “

Latin America’s advertising statistics

About seven out of 10 (70.2%) adult Internet users in Latin America said they did not feel represented in the majority of digital video ads they saw, according to a March 2021 survey by EMI Research Solutions for Penthera.

As consumers in Latin America become more attuned to branding and messages, it is becoming increasingly important for companies to accurately portray the local communities they target – while fully embracing diversity in their marketing campaigns. This was a belief shared by more than three-quarters (78%) of Internet users in Latin America between the ages of 18 and 74, surveyed in July 2019 by YouGov for Getty Images.

Latin American companies that promote diversity

The Latin American e-commerce giant Mercado Libre is an example of a regional company that has embraced diversity in its marketing materials. The company’s video ad from July 2020, entitled “Libre de ser quien soy” (or “Free to Be Who I Am” in English), reflected on how its various employees have the authority to take themselves to work to drive innovation in the company.

In an official statementMercado Libre said, “We continue to promote equal opportunities because we believe that diversity is the foundation of innovation [for our users]and that differences both enrich and drive growth. “

The Brazilian flip-flop and sandal company Havaianas has also taken steps to address diversity and inclusion in its advertising content. With its 2020 summer campaign entitled #DiasMaisColoridos (#MoreColorfulDays), the company set out to showcase Brazil’s vibrant and diverse culture, while using color to celebrate the product’s positive energy. A 1-minute video ad showed how the sandals were present in the happy moments of people’s lives: dancing samba, playing with friends on the beach or enjoying a quiet afternoon out at sea.

In a interview with the Brazilian news media Propmark, the creative director Henrique Del Lama said: “The campaign strives for good feelings and all the positive energy associated with each color – an element that is very present throughout . For example, orange is joy, red is passion, black is strength, yellow is optimism, purple is wisdom and white is peace. “

The campaign also partnered with Young, Gifted and Black (YGB), an image bank that offers images taken by black women, by black women. YGB provided photos of six women to be part of the campaign’s out-of-home (OOH) and social media.

In the same Propmark interview, YGB founder Joana Mendes said, “Doing this job for Havaianas was very important [to us] then we could show off [Black] women in positions other than what people are used to seeing – both in front of and behind the camera. “

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This article was originally published on eMarketer.

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