Media is a source of entertainment, learning and reflection. Characters or stories act as mirrors, reflecting real-world viewers’ lives — successes, failures, joys and grievances. As the creators and proliferators of content, the media and entertainment industry is in the unique position of spearheading the movement toward inclusivity and putting forth the message of diversity, equity and inclusion (DE&I).
Last month, we held a webinar, ‘Reaching & Connecting with Diverse Audiences through Media & Entertainment.’ We gained insight into how to better connect with diverse audiences through TV content and advertising from our incredible panel of leaders — Danisha Lomax, SVP, Head of Media (West) & National Paid Social Lead at Digitas North America; Gale McFarlane, Global Partner Marketing Manager at Spotify; LaShawn McGhee, Co-Founder and Chief Product Officer at Revry, Inc., and LG Ad Solutions’ Abril Jiménez.
In case you missed our webinar, here are a few important themes that came up that can help your brand create more inclusive content:
- Shake Off The Fear: Brands are often eager to venture into creating content that celebrates diversity, but are afraid they might get it wrong. They worry that their good intentions will turn into a PR nightmare if their execution is not on point. As such, they steer clear of highlighting diverse storylines. The only way to prevent missteps is to consult with people from diverse backgrounds, be it race, ethnicity, lifestyle, ability status, gender, or sexual orientation, and lean on their expertise. Companies are leaving billions of dollars on the table by not engaging with these diverse audiences.
- Creating A Pathway For Diverse Businesses: Revry, an LGBTQ+ audience-focused streaming platform, available on LG TVs, is a platform focused solely on creating content that resonates with underrepresented groups. Partnering with niche, specialized organizations with expertise in connecting with a diverse segment can go a long way in establishing a brand’s connection with that community. However, for marketers to work with these brands, they must first be aware of them. There are several monetary barriers which prevent smaller, diverse media companies from promoting themselves. This situation must be improved or we run into the threat of squashing out diverse voices.
- Gen Z Prioritizes Inclusion: Gen Z as a whole is more broad-minded, empathetic, and cognizant of DEI-related issues. As more Gen Zers enter the workplace and gain a higher disposable income, brands will be forced to become more inclusive. Gen Z keeps their receipts in more ways than one — meaning that they hold companies accountable and can see through performative acts, especially when brands pass off tokenism as authentic representation. Hiring Gen Z folks to bring in a fresh perspective is vital to stay relevant and prevent being ‘canceled’. Their influence will also redirect the company’s culture, such that DEI becomes a central theme, embedded into the fabric of the organization.
Viewers want information from people they trust, which is why user-generated content has become very popular. It is truly a creator economy. As our panel pointed out, while currently, we see user-generated content primarily on social media, it is already moving into the TV space with YouTube and TikTok.
Ultimately, people want to buy from brands or view content that makes them feel understood. To ensure the creative and messaging resonates, hiring people from varied backgrounds and connecting with the right partners is crucial. Once that piece is figured out, the next step is ensuring your brand is placed in front of relevant audiences. That’s where LG Ad Solutions, with our data-driven ad inventory, coupled with impactful ad units, comes in and makes your job easier. Connect with us at firstname.lastname@example.org or our contact page to learn more.
Watch the full webinar on-demand: