UPDATE: Australia faces an urgent need for genuine representation in media and advertising as agencies like Brandable take the lead in transforming diversity practices. Just announced, Brandable Founder Tess Palmyre emphasizes that authentic inclusion is essential for building trust in brands.
In a multicultural nation, Australia often falls short in reflecting its diversity authentically. “Representation feels superficial rather than genuine,” said Palmyre. Her insights come as part of the newly released 2024 report “A Way to Go”, created in partnership with the Western Australian Marketing Association (WAMA) and Edith Cowan University (ECU), which highlights the pressing need for improvement in the marketing industry.
The report reveals that while diversity exists, it is not enough. Work environments must prioritize equitable pay and ensure that employee voices are not only heard but valued. “Organisations must move past box ticking into long-term, authentic inclusion,” Palmyre urges. This call to action is not just for front-facing roles but for decision-makers behind the scenes.
The findings indicate that brands need to embed Diversity, Equity, and Inclusion (DEI) into their DNA. Palmyre notes, “You can’t decide out of the blue that you’re going to do an inclusive campaign… It has to be part of your brand’s identity.” This approach is crucial for earning consumer trust, which is increasingly vital in today’s market.
As part of her role as DEI lead for WAMA, Palmyre was instrumental in analyzing the state of inclusion through ECU’s DEI survey. The survey results show that while there is awareness of the need for change, significant gaps still exist. Palmyre stresses that brands must collaborate with communities, allowing those they represent to have ownership over their portrayals.
“Make sure the people making the decisions are also diverse and have the power to call things out without repercussions,” Palmyre states, highlighting the importance of inclusive leadership.
The emotional impact of these findings cannot be understated. The push for genuine inclusion is not merely a trend; it represents a vital shift towards a marketing landscape that respects and reflects the diversity of its audience.
In the wake of these revelations, the marketing industry is urged to take immediate action. Brands are called to loosen control and embrace collaboration with diverse communities. By doing so, they can craft campaigns that resonate authentically and build lasting trust with consumers.
Next Steps: As the industry grapples with these findings, stakeholders are encouraged to rethink their strategies and commit to meaningful change. The urgency for authentic representation in Australia’s media landscape has never been clearer.
Stay tuned for more updates as Brandable and industry leaders unveil further initiatives aimed at fostering genuine inclusion in marketing practices.
