Get real, celebrate difference

Today, the best creativity and brands don’t just think and act differently, as one of the original Shared Beliefs stated, but reflect and celebrate cultural differences. Because to matter to someone, you must show that you really know them.

Advertising needs to portray people’s lives with an honesty that perhaps wasn’t such an imperative in the past. Consumers don’t buy the aspirational dream in the way they used to, nor do they accept old-fashioned stereotypes. The balance has shifted. People want you to come to them, which means the realities of our target audiences are more important than ever.

If creative ideas are to forge a closer bond with consumers, then we need to try harder and get more real, up close and personal. If anything, advertising can help make people feel as though they belong because we recognise, through content, values which we ourselves adhere to.


People want you to come to them, which means the realities of our target audiences are more important than ever


So it’s vital we get out there and seek more authentic stories that enable us to hold up a mirror to people’s real lives, to understand their identities and tribes more completely. To escape the product-centric worlds we live in and paint a more holistic picture of cultural need-states.

There are two key ways of celebrating such difference. First, ensure that the creative talent in teams is multi-dimensional in terms of sex, ethnicity, age and background. And, second, produce advertising that seeks to appeal to and connect with the realities of a diverse audience, avoiding cliché.

Society has taken giant strides in past years to correct past mistakes, providing more equal opportunities. Those advances inspire creativity because diversity of thought is the rocket-fuel it needs. That gets us closer to more truthfully reflecting real people’s lives and dreams through the brand story. In advertising, difference is worth celebrating.

Share this article
Share on linkedin
Share on facebook
Share on twitter

Check out more Big Thinking Articles

‘A(i)LIVE’, the world’s first ‘living’ market segmentation tool, powered by machine learning and artificial intelligence

The Value Shift

AstraZeneca and Hall & Partners win ‘Best Use of Innovation’ in 2021 BHBIA BOBI Awards

One year of lockdown disproportionately impact girls’ education in Britain

90% of healthcare professionals agree that purpose matters in brand choice

Sustainable Beliefs

What are the big ethical challenges for AI in healthcare?

Why isn’t soccer more popular in the US?

How to predict market trends with one simple principle

Jaguar: it’s time women took the wheel in automotive advertising

Previous
Next
© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

Keep up with the latest marketing trends, industry perspectives and global insight reports shaping the world’s biggest brands.