- Latin American consumers are not content with brands sitting on the sidelines during difficult conversations.
- Advertising plays a significant role in shaping society. Companies that are committed to a social cause need to adhere strictly to their brand values.
Latin America is full of paradoxes. It is home of one of the most diverse racially-mixed populations in the world, but many groups are still underrepresented or stereotypely depicted in advertising.
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It is home to immigrants from Europe, Asia-Pacific and the Middle East as well as Amerindians and descendants of slaves. According to the Economic Commission for Latin America and the Caribbean, a United Nations regional commission that promotes economic cooperation, it is also one the poorest regions of the world in terms wealth and income.
Despite Latin America having renounced its colonial past with Spain, Portugal and Spain 200 years ago its advertising industry still suffers from a significant lack of diversity.
“While brands have made a concerted effort increase their representations of different racial or ethnic backgrounds, and to break from the traditional portrayal sex roles in marketing materials,” stated Matteo Ceurvels (eMarketer director for Latin America research at Insider Intelligence) and author of our latest report.Analyst Take: How Latin American Brands Address Diversity and Representation in Advertising.”
Latin America advertising stats
According to EMI Research Solutions’ March 2021 survey, 72% of adult internet users in Latin America (or 70.2%) said that they felt unrepresented in most digital video ads.
As consumers in Latin America become more attuned to brand purpose and messaging, it is increasingly important that companies accurately portray the local communities they target—while also fully embracing diversity in their marketing campaigns. This belief was shared by more that three quarters (78%) internet users in Latin America aged 18-74, surveyed by YouGov for Getty Images in July 2019.
Latin America companies promote diversity
Latin American ecommerce company Mercado Libre, is an example of a regional business that embraces diversity in marketing materials. The July 2020 video advertisement, entitled “Libre de serquien soy” (or in English “Free to Be Who I Am”), highlighted how the company’s diverse employees can bring their whole selves to work to create innovation.
In an official StatementMercado Libre declared, “We continue promoting equality opportunities because we believe in diversity as the foundation of innovation.” [for our users]That diversity can enrich and drive growth.
Brazilian sandal and flip-flop company Havaianas has taken steps to include diversity in its advertising content. The company’s summer 2020 campaign, #DiasMaisColoridos (#MoreColorfulDays), aims to highlight Brazil’s diverse culture and use color to celebrate its positive energy. The sandals are present in happy moments: dancing samba with friends, enjoying quiet afternoons at the seashore, and playing with other beach-goers.
The following is an Interview with Brazilian news outlet Propmark, creative director Henrique Del Lama said, “The campaign seeks good feelings and all the positive energy associated with each color—an element that is very present throughout the . An example: Orange represents joy, red signifies passion, black signifies strength, yellow symbolizes optimism, lilac wisdom and white is peace.
Young, Gifted, and Black was also a part of the campaign. YGB, an image bank, offers photos taken by Black women, and images of Black women. YGB provided images of six women to participate in the campaign’s OOH and social media elements.
Joana Mendes, founder YGB, stated in the same Propmark interview: “Doing that job for Havaianas is very important.” [to us]We were able to show them off [Black] women in different positions than people are used to seeing—both in front of and behind the camera.”
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This article was originally published by eMarketer.
