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#OneToOneBiarritz How can advertising evolve towards more diversity?


“We live in a plural and varied world, so brand communication must today better reflect this diversity”, affirms David Bernard Bret, vice president of marketing Warner Bros Discovery Sports, met on the occasion of One to One Biarritz 2022. So the end of the advertisements based on the famous persona of the 50-year-old housewife, make way for a “mirror effect” more in line with reality, through which brands dare to show various profiles, often through several versions of the same campaign. Objective: no longer seek, via a single visual, to address an average non-representative profile but rather to several people, in a logic of “one to few” communication.

The issue of representations

“At the SNCF, the approach to diversity in communication is native, since we support thousands of travelers 7 days a week in their travels, whatever their profession, their culture… We are therefore in a native commitment, which nevertheless today finds even more resonance in communications. We can cite for example the Thalys campaign which aimed to show the proximity between several European cities. This was illustrated with a great diversity of couples, both heterosexual and ‘homosexuals’, Explain Beatrice GodineauBrand Director SNCF travelers during the event. The VP Marketing of Warner Bros Discovery Sports agrees: “It is not a question of switching to activism, but rather of rectifying a historical bias linked to advertising based on personae. For our part, we are committed to being in proof by action, in particular by offering editorial coverage without distinction between women’s sport and men’s sport, with the virtuous circle of greater attractiveness of the programs and therefore the arrival of new sponsors”.

A societal dimension

It is therefore through the evolution of communications at the level of each brand, brand or institution and by showing the reality of diversity each time that mentalities can evolve. It’s up to brands then, to agree not to touch in each communication only a part of their community. Because, in the end, after several campaigns, everyone will be able to feel taken into consideration: “The risk is not to fall, conversely, into the creation of new divisions, but rather to remain within a certain exhaustiveness of possibilities, confirms David Bernard-Bret. The question is therefore not to ask: “Who is my client? But who are my clients?”.

4 keys to more inclusive marketing

According Pascale Hardy-Amargil, founder and leader of Yes We Areto avoid falling into the “Diversity washing”four prisms must be taken into account: “The first step is to ensure good congruence between the message delivered and the values ​​applied internally, with the construction of a team with varied profiles. Then, diversity must be considered at all stages of the campaign, from the strategy to the definition of the brief… to stick well to the mindset of the target we are addressing.Third key, that of more inclusive creative choices, paying attention to avoiding stereotypes, whether in the selection of visuals but also music. Finally, it is better to remain vigilant as to the overall coherence of its creative process, with the choice of partners who share its values ​​of diversity and inclusion”advises the manager at the One-to-One Marketing Digital show.

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