Written by: Nokuthula Hatoongo
In commemoration of Black History Month, the theme of reclaiming narratives, and the recent Heinz campaigns that have stirred racial backlash across the UK and USA, let's dive into the importance of authentic representation of Black and Diverse audiences in marketing and why brands need to ensure they create authentic and accurate narratives that positively reflect and connect to these audiences.
In the UK’s increasingly diverse society, authentic and accurate representation of Black and Diverse audiences in marketing is no longer optional—it’s a business imperative. Brands that embrace cultural inclusivity and avoid stereotypical portrayals are better positioned to engage with a growing demographic and benefit from the financial opportunities and consumer loyalty that come with it.
On the other hand, brands that ignore or misrepresent diverse communities risk losing significant market share, damaging their reputation and losing customers. This article explores why brands must prioritise authentic and accurate representation in their marketing strategies, examining both the financial risks of getting it wrong and the benefits of getting it right.
The Financial Implications of Failing to Correctly Represent Black and Diverse Audiences
In the UK, the purchasing power of Black, Asian, and Minority Ethnic (BAME) communities is considerable. A 2021 report by The Economist estimated the UK’s ethnic minority spending power to be around £300 billion annually. This represents a significant opportunity for brands to capture a share of this market, but only if they are able to connect meaningfully with these consumers. A lack of representation, or worse, reliance on stereotypes, can alienate these groups and push them towards more culturally sensitive competitors.
The consequences of neglecting diverse audiences are not just theoretical. A report by MediaCom UK revealed that 69% of Black Britons feel underrepresented or misrepresented by brands. The same report found that brands failing to engage with diverse communities are increasingly seen as ‘out of touch’.
Furthermore, the Lloyds Modern Britain Report 2022 also found that 42% of Black Brits felt brands don’t do enough to represent their culture, 29% felt negatively stereotyped, while 31% of Asian Brits felt brands don’t do enough to represent their culture, while 21% felt negatively stereotyped. The same report also found that 59% of BAME consumers said they prefer to buy from brands that support inclusion and diversity.
In an era where consumers hold companies accountable for their values and practices, alienating such a significant proportion of the population can lead to negative financial outcomes, including lost customers, boycotts and damage to reputation which has been seen in the past with brands such as H&M and their “Cheeky Little Monkey” campaign fail which led to an extreme racial backlash and boycotts worldwide and vandalism of their stores in some parts of the world.
The Financial Advantages of Authentic Representation
Conversely, brands that embrace authentic representation are well-positioned to unlock significant financial benefits. The UK’s ethnic minority population is rapidly growing. According to the 2021 Census, 18.3% of England and Wales’ population identified as non-white, up from 14% in 2011. This demographic shift means that diverse audiences will play an increasingly important role in driving future economic growth.
Brands that acknowledge and authentically celebrate this diversity stand to gain loyalty and trust from consumers who feel seen, positively represented and valued. Research from Kantar UK shows that campaigns featuring inclusive and positive representation are 25% more effective at driving brand growth. For example, Sainsbury’s 2020 “Gravy Song” Christmas advert, which featured a Black British family, was well received by many consumers for its authentic portrayal of a relatable family moment. The advert reflected the reality of a modern, diverse UK and generated significant social media engagement, ultimately leading to an increase in brand affinity among diverse consumers.
The financial success of brands like Sainsbury’s demonstrates that representation can translate into tangible business outcomes. When done well, these campaigns generate not just goodwill but also a measurable impact on sales and market share.
Why Correct and Positive Representation Matters
Authentic representation of Black and diverse communities goes beyond simply casting diverse actors. It requires a nuanced understanding of different cultures, histories, and experiences. Unfortunately, many brands fall into the trap of relying on outdated stereotypes or using tokenism—superficially including a person of colour without meaningful context—to check a box. These tactics are not only damaging but also counterproductive.
A 2020 YouGov survey found that 54% of UK ethnic minority consumers believe brands often resort to stereotypes in their marketing. These stereotypical portrayals reinforce harmful biases and can lead to significant backlash. Misrepresentation not only alienates diverse audiences but also damages brand credibility.
A striking example of getting representation wrong came in 2020 when L’Oréal faced backlash after it dismissed British model Munroe Bergdorf, a Black trans woman, who had spoken out against systemic racism. The brand’s decision was seen as inconsistent with its values of inclusivity and diversity, leading to widespread criticism and calls for a boycott. Although L’Oréal later issued a public apology and worked to repair its relationship with Bergdorf, the incident underscored how damaging inauthentic representation can be.
Brands That Are Falling Short
Despite increasing awareness around diversity and inclusion, many brands in the UK still fall short. One notable example is Tesco's 2020 Christmas advert, which featured families from different ethnic backgrounds. Although the advert was intended to be inclusive, it faced a significant online backlash from those who opposed the depiction of a diverse UK. Instead of standing firm, Tesco issued a carefully worded response but largely avoided taking a firm stance on the matter. The lack of clear commitment to diversity resulted in a missed opportunity to demonstrate solidarity with marginalised groups and take a leadership role in the inclusivity conversation.
On the other hand, brands like Marks & Spencer have successfully navigated diverse representation in their campaigns. Their “Anything But Ordinary” food campaign, which celebrated culinary traditions from various cultures, was praised for embracing the multicultural reality of the UK. By showcasing a diverse range of food traditions, M&S connected with consumers across different ethnic backgrounds and positioned itself as a brand that genuinely celebrates diversity.
Why Brands Must Get This Right
Representation in marketing is not just about optics; it’s about forming deeper, more meaningful connections with consumers. In the UK, diverse audiences expect more than surface-level gestures—they want to see their lived experiences reflected in brand messaging. Research from Channel 4 and YouGov found that 62% of UK consumers are more likely to trust brands that reflect diversity in their advertising.
This makes it clear that representation is tied to brand loyalty and trust. When brands get it right, they are not just catering to the needs of Black and diverse consumers—they are building stronger relationships with all audiences who value inclusivity and authenticity.
However, to achieve authentic representation, brands must invest in the right expertise. This is where partnering with specialist agencies like us at Identity Creates, a cultural marketing agency, that helps brands authentically and accurately connect to their diverse audiences becomes crucial. We understand the cultural nuances and complexities that many mainstream marketing teams may overlook. By working with experts who specialise in reaching Black and diverse audiences, brands can ensure that their campaigns are not only culturally sensitive but also impactful.
Cultural marketing agencies offer insights that go beyond surface-level diversity, helping brands understand the values, motivations, and aspirations of different communities. They also help brands avoid missteps that can lead to public backlash, ensuring that representation is positive and free from harmful stereotypes.
Conclusion
In today’s UK market, diversity is not just a societal issue—it’s a business priority. Brands that invest in authentic, culturally competent marketing will unlock new revenue streams and foster deeper connections with Black and diverse audiences. The financial benefits of getting representation right are clear, but the risks of getting it wrong are equally significant. By partnering with agencies like us at Identity Creates, brands can ensure that they reach diverse audiences in a way that is authentic, respectful, and commercially effective. In an increasingly competitive market, getting this right isn’t just an option—it’s a necessity.
If you would like to discuss your current cultural marketing strategies and how you can better represent and reach your diverse audiences, you can reach us on enquiries@weareidentitycreates.com and book a free consultation.