Remember the time this summer where we saw Kendall Jenner’s horrible ad with Pepsi-cola? Well, some companies need to really start thinking about their strategy and how to stop mishappens like these from happening in the future. Recently, Dove has made a mistake in one of their ads by showing an African American woman being “cleaned” into a Caucasian woman. This is truly upsetting seeing a corporation be ignorant in the thoughts and feelings of some of their consumers. This is why I have outlined three pieces of advice for companies to avoid these mishaps in their marketing efforts:
1. Diversify marketing teams
Lack of diversity is an issue that we as a country are continuing to battle in every space possible. Today we hear of prestigious schools such as Harvard welcoming its most diverse freshman class in history. Companies and institutions are looking for different perspectives. One way that a group can make sure racist ads don’t have life is to hire diverse help to create a more inclusive work environment.
2. Be safe with your ads
The old saying goes, “If you don’t have anything nice to say, don’t say anything at all.” We all have issues that we may not be entirely aware of. Companies should make decisions with the same method. If you don’t know about a specific community or don’t have them represented on your teams, don’t say anything at all. Acknowledge your ignorance and stay away from that community until you can address them with sensitivity, competence, and respect.
3. Do research
Books, Music, Films and social media are filled with content regarding race relations. Anyone in the world who wants to know about another group’s struggle can quickly learn. When you look to understand someone with an open heart and mind, you will treat them better. Companies need to do more research and invest more in learning about different communities they want to try to market to.