Marketing isn’t just about selling a product—it shapes culture. The images, messages, and stories we see every day send powerful signals about who matters. When brands exclude certain groups, the message is clear: “You’re not part of this.”
On the other hand, when people see themselves represented accurately, it validates their place in society. It says, “You belong here.”
1. It Affects Self-Perception
Representation in marketing isn’t just about selling a product—it influences how people see themselves. When ads consistently feature only one type of person (thin, young, white, able-bodied), it creates a narrow standard of what is “normal” or “aspirational.”
Think about the impact of beauty advertising over the years. For decades, the industry promoted a single, Eurocentric idea of beauty. If you didn’t fit into that mold, the message was clear: “You’re not beautiful.”
It wasn’t until brands like Dove’s Real Beauty campaign that this narrative started to shift. By featuring women of all ages, sizes, and ethnicities, Dove tapped into something deeper than beauty—they gave people permission to feel seen.
If brands want to reach more people, they need to step away from the one-size-fits-all approach to marketing. (Read more about how generic messaging alienates potential customers in our blog, Breaking the One-Size-Fits-All Approach in Marketing.)
2. It Shapes Social Inclusion
When a group is consistently missing from advertising, it reinforces social exclusion. If people with disabilities rarely appear in marketing, it suggests they don’t participate in everyday life. If LGBTQ+ couples are absent from commercials, it implies they don’t exist in mainstream culture.
Representation normalizes diversity. It tells people that different races, abilities, body types, and identities aren’t “exceptions”—they’re part of the everyday world.
Brands like Target and Fenty Beauty understand this well. Target’s clothing ads regularly feature people with disabilities, and Fenty redefined the beauty industry by offering foundation shades for all skin tones. These companies didn’t just cater to diversity—they made inclusion their standard.
3. It Builds Trust with Consumers
People want to support brands that represent them. A 2021 study by SeeHer found that 66% of consumers feel more positive toward brands that feature diverse representation. That number jumps to 75% among Gen Z and Millennials—two of the most influential buying groups.
Authenticity matters. Tokenism and surface-level representation won’t cut it. When brands only include diversity during trending moments or special campaigns, consumers see through it. People don’t just want to be acknowledged occasionally—they want to be part of the story all the time.
And this isn’t just about who appears in marketing—it’s about who’s missing. Too often, entire communities are left out of advertising. (Check out our blog Who Are We Missing? Overlooked Communities with Big Impact to understand which groups are being ignored—and why it’s costing businesses billions.)
The Cost of Getting It Wrong
Representation isn’t just about who is included—it’s also about how they’re portrayed. If a group is always shown in a stereotypical or inaccurate way, it can do more harm than good.
For example, the marketing industry has long struggled with outdated portrayals of older adults. Many ads still depict seniors as frail, out of touch, or tech-averse. In reality, today’s older consumers are financially powerful, digitally savvy, and more active than ever.
Similarly, marketing often falls into traps when portraying ethnic diversity. If representation only happens in the form of clichés (such as using diverse faces but keeping the message rooted in a white-centric narrative), it’s performative rather than meaningful.
How to Get Representation Right
Brands that want to be truly inclusive need to move beyond token gestures. Representation isn’t about checking a diversity box—it’s about consistently creating space for all people.
1. Hire Diverse Creatives
Representation starts behind the scenes. If the people creating the campaigns all come from the same background, the messaging will reflect that. Hiring diverse writers, designers, and marketers ensures that different perspectives are baked into the process—not just added at the end.
2. Feature Real Stories
Authenticity matters. One of the best ways to ensure accurate representation is by featuring real people instead of relying on stereotypes. Brands like Aerie have embraced this by using unretouched photos of actual customers instead of professional models. The result? A campaign that feels real and relatable.
3. Make It Normal, Not a Gimmick
Diversity shouldn’t be treated as a once-a-year campaign. If representation only happens during Black History Month, Pride Month, or similar occasions, it feels like an afterthought. The goal should be to make inclusion so natural that it becomes unnoticeable—just a standard part of how marketing is done.
4. Listen to the Communities You Represent
Representation should be a conversation, not a decision made in a boardroom. Brands that want to get it right need to listen to the people they’re representing. This means working with community leaders, gathering feedback, and being willing to adjust when necessary.
Nike’s Pro Hijab is a great example of this. The product was created after listening to Muslim athletes who needed performance-friendly headwear. Instead of assuming what the community wanted, Nike involved them in the process.
How The it Crowd Can Help
At The it Crowd, we believe in marketing that actually connects with people. Our team specializes in creating campaigns that speak to real audiences—not just broad stereotypes. From inclusive branding to multilingual marketing, we help businesses make sure their message reaches everyone.
Because representation in marketing isn’t just a checkbox—it’s how brands build loyalty, trust, and lasting relationships.
Representation Is a Responsibility
Brands have the power to shape how people see themselves and each other. Representation in marketing isn’t about being politically correct—it’s about being human.
The next time you see an ad, ask yourself: Who’s missing? Who’s being portrayed in a one-dimensional way? Who’s being given a voice?
The brands that get this right won’t just reach people. They’ll matter to them.
