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Carla Eboli From Dieste: Advertising Campaigns Are Not Reflecting The Reality Of American Families
Manuela Walfenzao| 28 de agosto de 2017
Carla Eboli, CMO de Dieste
Carla Eboli, CMO at Dieste wrote an article on Provoke Weekly about the discrepancy in how marketers see the U.S. and its population and how everyone else sees it. “It seems we are still far from a good balance between what is real and who the fashion and beauty industry represent” she said.Eboli notes three top discrepancies: Plus size fashion, flawless everything and multiracial families. In the first case, it is obvious that brands do not match the reality of the country, where the average American woman’s waist measurement is 38.1 inches. However, she mentioned that brands such as Christian Siriano and JCP recognized that their customers go beyond sizes 2 and 4. Unrealistic beauty standards that generate anxiety aren’t helpful either, but she said that some brands such as Dove have taken important first steps to correct this with initiatives like the Dove Self-Esteem Project.Advertising campaigns are not reflecting the reality of American families. According to a new Pew Research Center analysis, 17% of all recently married couples in 2015 had a spouse of a different race or ethnicity, versus 3% in 1967. However, brands such as Tiffany now have campaigns like: Will you?, that feature several interracial and homosexual couples proposing to their partners and showing that we all feel the same way about love. According to Eboli, the path for a brand to become representative and inclusive is difficult, but there are simple steps that can be taken to achieve this: Be authentic, be reflective of your own consumer, and make sure your team and agency understand diversity from the inside out.
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