Actionable Trends: Part 1 – Representation

Posted on: October 11, 2022

Welcome to our new series. While we often talk about trends at the start of a new year, things are different these days. The kind of trends we’re focused on aren’t the cool new fashion colours or the comeback of fondue parties. Not even close. The trends we’re following are the result of protests, violent struggles, and years of oppression. Yes, heady topics for small
business, but important ones none the less. So, let’s get to it, starting with representation.

Advertising needs to be relatable. That means that potential consumers want to see themselves represented in your marketing materials. It’s obvious from the television advertising of big brands that they have embraced anti-stereotypical situations to show their acknowledgement of diversity and inclusion. You’ll see men doing laundry and making meals, families comprised of same-sex parents, and women in hard hats.

Brands that don’t typically advertise on TV have made changes to their websites, like tool maker DeWalt.


Even brands like Victoria’s Secret, long associated with stereotypical, but far from average, long-legged, well endowed, young women, have made moves to include just about everyone. 


So, what does this mean for you? It means doing an audit (or having us do one for you) on your website, ads, and other marketing materials, to see how you are relating to potential buyers. Are you using language and images that demonstrate diversity, inclusion and representation?

The world is making demands to right some wrongs, and no one is getting a free pass. Do some good for your business and your community by being part of the solution.

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