How Brands Can Promote Diversity In Latin American Advertising

Salvador Ordorica is the CEO of The Spanish Group LLC, a first-class international translation service that translates over 90 languages.

In recent years, the advertising industry has witnessed a much-needed shift toward embracing diversity and representation. Latin America, a region rich in cultural heritage and diversity, is no exception. Brands are realizing the importance of showcasing “real people” to better connect with their target audience. In doing so, they not only enhance their brand image but also promote inclusivity and equality.

A More Inclusive Look

In the past, Latin American advertising has perpetuated unrealistic beauty standards, focusing on a narrow range of body sizes. This exclusionary approach can alienate a significant portion of the population. On the other hand, using diverse models can not only boost consumer confidence but also encourage self-acceptance and promote a healthier body image.

Before 2020, I saw many advertisements in Mexico that predominantly featured white models, which did not accurately represent the majority of Mexicans, known as “morenos,” who have a range of skin tones. This lack of representation again can create a sense of exclusion and contribute to the perpetuation of colorism.

Conversely, brands that have embraced diversity typically have greater success in connecting with consumers. One such example is a recent Mexican campaign Hair Positive by Blanca Díaz, which showcased many women sharing their stories, their fears and their insecurities, as well as their greatness and power. Hair Positive is a movement that manifests beauty in all its shapes and colors.

Empowering Women Through Representation

Women constitute a significant portion of the consumer base in Latin America. Therefore, it is vital for advertisers to prioritize gender representation and portray women in diverse roles, breaking free from stereotypes and embracing authenticity. Historically, advertisements have predominantly depicted men as breadwinners and leaders and women as caretakers, perpetuating the notion that financial education and services are not relevant to women. This not only undermines women’s economic empowerment but also reinforces gender stereotypes.

To address this disparity, brands can showcase women in diverse roles, emphasizing their financial independence, entrepreneurial spirit and decision-making abilities. In doing so, they can dismantle gender biases and inspire women to take control of their financial futures.

How Brands Can Overcome The Disconnect And Champion Diversity

Consumers are increasingly demanding authentic and inclusive representation that resonates with their own lived experiences. Brands that do not embrace diversity risk losing market share and alienating potential customers.

Here are some recommendations to ensure diversity and representation are prioritized:

Conduct thorough market research.

Advertisers must invest in comprehensive market research to understand the preferences, values and cultural nuances of their Latin American audience. This research should include insights into body positivity, cultural diversity and gender dynamics. Armed with this knowledge, brands can develop campaigns that authentically represent the diversity of Latin American society.

Collaborate with local talent.

To ensure accurate representation, partnering with local models, influencers and content creators is paramount. By working closely with individuals who understand the local culture and embody diversity, brands can create campaigns that resonate more deeply with the Latin American audience.

Empower underrepresented voices.

Latin America is a diverse region with a rich tapestry of ethnicities, races and backgrounds. Advertisers should actively seek to include underrepresented communities and amplify their voices. This not only promotes inclusivity but also opens new markets and strengthens brand loyalty.

Promote diversity behind the scenes.

Diversity and representation must go beyond the faces seen in advertisements. Brands should prioritize diversity within their creative teams, fostering an inclusive environment where diverse perspectives can shape campaigns authentically.

In conclusion, diversity and representation in Latin American advertising play a pivotal role in fostering a sense of inclusion, empowering underrepresented groups and connecting brands with their target audience. By using real people—representing different backgrounds, body types and genders—brands can strengthen their image and build lasting connections with consumers. As the industry continues to evolve, advertisers must embrace diversity, challenge stereotypes and authentically represent the diverse Latin American population in all its beauty and complexity.

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