Diversity, Equity and Inclusion in Advertising

If you're a normal American you've probably never heard of the World Federation of Advertisers. This organization and its GARM subsidiary represent 150 of the world's largest corporations. An article in the on-line New York Post described the efforts of GARM in censoring on-line media advertising and the article itself was scrubbed off the web in short order but has since been replaced. The article included this link to a US House of Representatives Judiciary Committee report on the Global Alliance for Responsible Media, the WFA's censorship mechanism, operated by Rob Rakowitz.

While it's disturbing that corporations like Walmart, NBC Universal, Microsoft, General Mills, Nestle and many others are subsidizing the censoring of on-line media, an even creepier operation is the control of production and implementation of advertising itself by the WFA. 

You may have wondered how, quickly after the death of George Floyd in Minneapolis, Minnesota on May 25, 2020, advertising in all forms began to include increased numbers of minorities, mostly blacks, and regular examples of mixed white and black marriages, gatherings and families. To mention this trend would be to invite conspiracy theory accusations and worse. 

 

today's parent.com 

 One explanation by an on-line source is the usual commercial effort to increase profits, not by selling a better product at a lower price but through creating empathy with a large share of the target market. This makes sense as far as it goes but hasn't been a decision made by these individual advertisers. Instead it's a direction from the WFA.

Diversity, equity and inclusion is a mantra of the WFA.

“Brand owners have a two-fold opportunity to promote a positive and progressive DEI agenda through the content they produce: first, by making sure that what happens in front of the camera is reflective of the diversity of people their brands serve, and secondly, by championing a diverse and inclusive culture on set, where everyone can feel like they belong. This new production guide is for those just starting their DEI journey or the seasoned brand marketers seeking to identify proven ways to leave a legacy of positive societal and business impact,” said Stephan Loerke, CEO, WFA.

Legally, like it or not, the obligation of corporate management is to maximize the returns of the business. A legacy of positive societal impact, if such a thing can even occur in a consumer society where sales of unhealthy food and junk machinery is rife, at the expense of profits, won't be accepted by shareholders. 

Another organization, the Advertising Producers Association,  is involved from the production end.

"This report is important because while there have been real efforts to improve diversity and inclusion across the production and advertising sector, measurement has been a week spot and needs to be improved. Production companies are committed to playing their part and want to work with advertisers and agencies who genuinely share that commitment- and who don’t just add contractual requirements to look like they are- but want to put the work in with us," said Steve Davies, Chief Executive at Advertising Producers Association.

What we're getting at here is that the conscious hypercapitalist effort to increase consumption isn't the only goal of American business now. Apparently, it's also the use of visual and verbal stimuli to psychologically change the culture. There are probably a lot of aspects of modern culture that could stand some modification but should that role be one for the marketing and advertising industry? Once upon a time people relied on religion and tradition to order their lives. Will Unilever, Lego and P&G do a better job?