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Gabriela González and Erin Clark from Dieste: Brands Activism Needs To Fully Understand The Values That Drive Our Audiences
Manuela Walfenzao| 21 de febrero de 2017
Gabriela González, directora de Planificación de Dieste
Gabriela González and Erin Clark, Planning Directors at Dieste wrote a post in Provoke Weekly entitled The Power of Brand Activism, regarding how marketers and brands are tapping into the power of diversity and inclusion in the midst of this heated political climate. “We learned in November – and continue to learn – just how divided our country still is when it comes to race, religion, gender equality and immigration. For some of us, it may even feel like we are moving backward. But, as advertisers (and strategists in particular), we have to push ourselves to fully understand the values that drive our audiences in order to connect with them in a meaningful way” they wrote. González and Clark highlighted how over the past few weeks a number of brands’ strategies are tapping into the insight of “together we are stronger.” However, they said, with that set comes a great amount of risk. “It’s clear that although these brands speak beautifully to a diverse America, touting values that connect with some groups, they do quite the opposite for others. #Boycott (INSERT BRAND HERE) has become the new norm, and brands must weigh the risk vs. reward before diving headfirst, or even wading, into this politically-charged environment.” For both Planning Directors, if the brand decides to accept the “diversity challenge” they recommended that: first, it’s critical to have a deep understanding of the company’s values and brand goals to ensure they align with your target audience and secondly “you must take the walk.” “As our political divisition has grown deeper, it seems we have lost the ability to have (civil) conversations. Perhaps the biggest opportunity for all of us in the ‘people business’ is to spark more open and accepting conversations” they concluded.
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