Before the rise of niche marketing, this needs-based approach was fairly standard: What do overworked housewives really want from a mop? What turns kids on about breakfast cereal? How can we convince that midlife-crisis white collar worker to treat himself to a sports car? But somehow, that kind of nuance got lost in translation when it came to non-White consumers, and suddenly a thumping R&B soundtrack or a salsa-slinging abuela became all it took to penetrate a given niche.
At the end of the day, we're all here to sell product, and the discussion above is intended to inform more effective campaigns as much as to redress social ills. But just for a moment, let's go ahead and focus on that social component.
I believe that a unique opportunity exists in America. We are all multi-cultural, we are African, Irish, Italian, Mexican, Puerto Rican, Dominican, (the list goes on)-American. Considering the latter half of the hyphenation, and the fact that we all carry it as citizens, shouldn't we in the advertising industry emphasize the ties that connect us rather than the gaps that keep us apart?
We know the power of our industry. Advertising can change the way we think. It can educate and open eyes. It can bring people together around a cause. It has the power to move us to take action. Should we, the people who help to drive this industry, take responsibility for more than just selling? Can we actually affect social change?
If we walked away from depictions of stereotypes, would anyone follow? Or should we just keep the Black women dancing?
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Gary Nelson is associate creative director at Organic. Read full bio.
