How to help
While She Media has helped make gains for underrepresented publishers and the women who power them, we’re a comparatively small part of a vast digital advertising ecosystem. Real progress requires commitments across the industry. So we encourage other publishers to create their own Meaningful Marketplaces and present them to brands and agencies as critical opportunities for investment.
Brands and agencies can take three additional steps to help ensure they are planning more inclusive media.
1. Ensure your marketing campaigns are inclusive
Reaching underrepresented audiences should be an integral part of your campaigns, not a separate effort. Why? Because research shows that more inclusive messaging is more effective, period. A 2019 survey by the Female Quotient, in partnership with Ipsos and Google, found that 64% of people took some kind of action after seeing an ad they considered diverse or inclusive. Among underrepresented groups that number was as high as 85%.
A great place to start is by casting more diverse talent in your display and video ads, and translating your ads to better connect with Spanish-speaking audiences.
2. Seek accountability from external partners
Another way to make your marketing more inclusive is to pursue and invest in relationships with agencies and brands that share your values around diversity and inclusion. Begin by having an honest conversation about how each party is building diverse teams and incorporating inclusive marketing into…