What’s the difference between embracing diversity and celebrating diversity?
According to a panel of industry leaders, it all centres around ideas of tokenism and moving past “ticking a box”.
When ANZ introduced Australian Grand Slam tennis champion and Paralympian Dylan Alcott as a brand ambassador, replacing Novak Djokovic, it was about recognising Alcott’s sporting achievements, said TBWA regional group head ANZ Ricci Meldrum during a panel event hosted by the IAA in Sydney last night.
This is an example of embracing diversity.
“When you celebrate diversity you are calling it out, when you embrace it, it just is, and I think that’s where we’re moving,” she said.
Gone are the days of finding a ‘token’ person of colour or person with a disability, with diversity now being integrated more seamlessly into advertising, said Meldrum.
But that doesn’t necessarily mean those days were pointless.
“Tokenism has an actual role to play – in all types of media – in moving the conversation from ‘we’re doing fuck all’ to ‘we’re doing something’ to ‘can we be doing this better?'” said journalist, presenter and author Marc Fennell.
“It serves a purpose, to a point.”
But whether or not tokenism has been effective or not, brands can no longer afford to present marketing material that is not reflective of the audiences they serve.
According to ANZ everyday banking marketing lead Helen Merrick, brands now have the ability to communicate with customers and understand how to present diversity in a natural way.
“15 years ago, whichever big company you worked in, we were all doing it [tokenising diversity],” she said.
“The principles are still the same, but it’s just gotten more real.
“We’ve got tools and techniques now that make it possible for us to just be a whole lot more nuanced and authentic and actually allows us to challenge ourselves.”
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]