Identifying Biases In Marketing

Marketing is a blast, ain't it? It's all about reaching your audience, promoting your products and services, and making people want to spend their hard-earned cash on what you're selling. But here's the thing, sometimes marketing can be a little too exclusive, and we don't want that! So in this article, we're going to talk about some of the common biases found in marketing in the UK and European market and give you some tips on how to recognize and address them so you can create campaigns that are inclusive and appeal to a diverse range of consumers.

Age bias, for example, is a real thing. A study by the AARP found that older adults are underrepresented in ads and are often portrayed as dependent, forgetful or frail. A research done by the UK's Financial Conduct Authority (FCA) shows that older consumers are less likely to seek advice and more likely to make decisions based on past experience, which can make them vulnerable to scams. To address age bias in marketing, think about the full range of ages that may be interested in your product or service, and use inclusive language and imagery in your advertisements.

Gender bias is another common issue in marketing. A study by the Geena Davis Institute on Gender in Media found that in family films, only 31.8% of speaking characters are female. In Europe, according to the European Advertising Standards Alliance, women are portrayed in traditional gender roles in 60% of the advertisements. To address gender bias in marketing, think about the full range of genders that may be interested in your product or service, and use inclusive language and imagery in your advertisements.

Race and ethnicity bias can also be found in marketing. A study by the University of Southern California found that in Hollywood movies, only 28.3% of speaking characters are from underrepresented racial or ethnic groups. In the UK, according to the Advertising Standards Authority (ASA), ethnic minorities are underrepresented in advertising, with only 5% of ads featuring ethnic minorities. To address race and ethnicity bias in marketing, think about the full range of races and ethnicities that may be interested in your product or service, and use inclusive language and imagery in your advertisements.

Ability bias is also present in marketing. A study by the Ruderman Family Foundation found that 95% of characters with disabilities in prime-time television are played by non-disabled actors. In the UK, according to the Royal National Institute of Blind People (RNIB), only 1% of advertisements are accessible to blind and partially sighted people. To address ability bias in marketing, think about the full range of abilities that may be interested in your product or service, and use inclusive language and imagery in your advertisements.

In conclusion, let's make sure that our marketing campaigns are inclusive and appealing to a diverse range of consumers. By considering the full range of ages, genders, races, ethnicities, and abilities that may be interested in your product or service, and using inclusive language and imagery in your advertisements, you can help to create a more equitable and inclusive marketing landscape. A study by the Marketing Society shows that companies that invest in diversity and inclusion in their marketing campaigns are more likely to see revenue growth than those that don't. So, let's make sure everyone feels included, and have some fun while doing it!