Inclusion Trends In This Year’s Super Bowl Ads

Inclusive marketing has always been a smart growth strategy. When done effectively, it increases revenue. Brands who do it grow a larger and more loyal customers base by converting consumers with identities that are often underrepresented and underserved. Marketing inclusively has become even more relevant as the population shifts, with more people having identities that make them fall outside the traditional thinking of who qualifies as “general market.”

Shift in Diversity and Representation

Since 2021, there’s been an increase in diversity and representation of people from underrepresented and underserved communities in Super Bowl ads. The change came largely in response to brands reacting to the murder of George Floyd in May 2020.

However, since the summer of 2024, more brands have started to roll back their diversity, equity, and inclusion policies, in response to pressure from conservative groups. And since the start of President’s Trump’s second stint in the Oval office, more brands have started to cut their diversity efforts as well.

Inclusion Trends In This Year’s Super Bowl Ads

For the talent featured in Super Bowl ads, there was a decrease in overall representation from a race and ethnicity standpoint. One study from XR Extreme Reach showed that ads for this year’s big game had a 41% decrease in spots that showed people with darker skin tones since the 2023 Super Bowl.

The XR Extreme Reach report showcased that 69% of ads featured someone with a light skin tone. There were a number of ads that only featured White men, or the main characters were primarily White. In many instances, this was due to the use of celebrities, including a slew of actors. But there were other instances where, the talent selected weren’t famous, and also featured a cast that with “light” skin tones.

Representation of People with Different Skin Tones

Because there was an increase in ads that featured people with lighter skin tones, there were less ads that featured people with darker skin tones. In particular, Black women were largely absent from the ads featured, with the exception of Issa Rae, with TurboTax, Wanda Sykes, for Novartis, and another woman who appeared in the Hexclad ad with celebrity chef Gordon Ramsay.

The XR Extreme Research report also showed a decrease in medium skin complexion paid talent for the Super Bowl ads, down from a high achieved in 2024. Singer Bad Bunny’s appearance in the Ritz commercial was a notable standout in that area.

Brands That Did a Good Job with Inclusion

There were a few promotions that did a good job with intentional inclusion of people with different identities, including across skin tones, including Nike, the NFL, and Novartis.

Conclusion

While diversity and representation of people with medium and dark skin tones decreased from previous years with the Super Bowl ads, the XR Extreme Research report showed there were increases in ads with a feminine gender expression, which brings the collection of campaigns overall closer to gender parity, with women represented in 44% of ads. The analysis also showed a three-fold increase in talent with visible disabilities, and an increase in ads that featured seniors.

There are many dimensions of diversity. And the ads featured in this year’s Super Bowl signal that brands are moving away from prioritizing representation from a race and ethnicity standpoint, and leaning more heavily into other dimensions of inclusion.

FAQs

Q: What happened to the diversity and representation of people from underrepresented and underserved communities in Super Bowl ads?

A: There was a 41% decrease in spots that showed people with darker skin tones since the 2023 Super Bowl.

Q: What happened to the representation of people with medium skin tones?

A: There was a decrease in medium skin complexion paid talent for the Super Bowl ads, down from a high achieved in 2024.

Q: Which brands did a good job with inclusion in their Super Bowl ads?

A: Nike, the NFL, and Novartis were a few promotions that did a good job with intentional inclusion of people with different identities, including across skin tones.

Q: What are the implications of brands’ decisions on diversity and representation for consumer buying behavior?

A: The choices you make as a brand influence how consumers respond. Choosing to focus on specific identities often leads consumers from those communities to buy from you. Choosing to ignore or decrease focus on other identities lends itself to people who are part of those communities seeking to buy from the brands who choose to represent and serve them instead.

Equity in the Workplace: Ensuring Fairness in Pay and Benefits

What is Equity in the Workplace?

The concept of equity in the workplace refers to the fair treatment and compensation of all employees, regardless of their gender, race, age, or any other characteristic. It is essential for organizations to ensure that their policies and practices promote fairness and equality in the workplace, including pay and benefits. In this article, we will explore the importance of equity in the workplace, its benefits, and strategies for achieving it.

Benefits of Equity in the Workplace

Equity in the workplace has numerous benefits for both employees and organizations. Some of the benefits include:

Improved Morale and Productivity

When employees feel that they are being treated fairly, they are more likely to be motivated and productive. This, in turn, can lead to increased job satisfaction, reduced turnover rates, and improved overall performance.

Better Retention and Recruitment

When organizations are seen as equitable, they are more likely to attract and retain top talent. Employees are more likely to join and stay with organizations that value fairness and equality.

Enhanced Reputation

Organizations that prioritize equity in the workplace are more likely to have a positive reputation and be seen as responsible corporate citizens.

Reduced Litigation and Disputes

When employees are treated fairly, they are less likely to file complaints or lawsuits related to discrimination or unfair treatment.

Strategies for Achieving Equity in the Workplace

So, how can organizations achieve equity in the workplace? Here are some strategies:

Conduct Regular Pay Equity Audits

Regularly reviewing and analyzing pay scales to ensure that they are fair and equitable is crucial. This can help identify and address any pay discrepancies.

Implement Transparent and Consistent Policies

Having clear and transparent policies and procedures for hiring, promotion, and compensation can help prevent biases and ensure fairness.

Provide Training and Development Opportunities

Providing training and development opportunities can help bridge the gap between different groups and ensure that all employees have the same opportunities for growth and advancement.

Encourage Open Communication

Encouraging open communication and feedback can help address any potential issues or concerns and promote a culture of fairness and equality.

Monitor and Measure Progress

Regularly monitoring and measuring progress towards equity can help identify areas for improvement and ensure that the organization is moving towards a more equitable workplace.

Challenges and Obstacles

While achieving equity in the workplace is essential, it can be challenging. Some of the challenges and obstacles include:

Biases and Unconscious Bias

Unconscious biases can lead to unfair treatment and discrimination. Recognizing and addressing these biases is crucial.

Resistance to Change

Some employees may resist changes intended to promote equity, such as changes to policies or procedures.

Lack of Data and Information

Lack of data and information can make it difficult to identify and address equity gaps.

Conclusion

Equity in the workplace is essential for promoting fairness, equality, and productivity. By understanding the benefits and strategies for achieving equity, organizations can create a more positive and inclusive work environment. By addressing the challenges and obstacles, organizations can move towards a more equitable workplace.

FAQs

Q: What is the benefit of having an equitable workplace?
A: An equitable workplace can lead to improved morale, productivity, and employee retention, as well as a positive reputation and reduced litigation.

Q: How can I achieve equity in the workplace?
A: Regular pay equity audits, transparent and consistent policies, training and development opportunities, and open communication are some strategies for achieving equity in the workplace.

Q: What are some common challenges to achieving equity in the workplace?
A: Biases, resistance to change, and lack of data and information are some common challenges to achieving equity in the workplace.

Q: Why is it important to have equity in the workplace?
A: Equity in the workplace is important because it promotes fairness, equality, and productivity, and can lead to a positive reputation and reduced litigation.

Building diverse workforces is a crucial step towards fostering innovation, creativity, and productivity in today’s fast-paced business landscape. A diverse and inclusive workplace can lead to better decision-making, improved communication, and enhanced employee satisfaction. However, many organizations struggle to attract and retain diverse talent. In this article, we’ll explore the strategies for hiring and retaining diverse talent, helping you crack the code to a more inclusive and effective workforce.

Hiring Diverse Talent: Strategies for Success

### Understanding the Importance of Diversity

Diversity is not just a buzzword; it’s a business imperative. A diverse workforce can bring unique perspectives, skills, and experiences to the table, driving business success. However, many organizations struggle to attract and retain diverse talent. To overcome this challenge, it’s essential to understand the importance of diversity and its benefits.

### Crafting a Diverse Job Description

When writing a job description, it’s easy to focus on the must-haves and nice-to-haves. However, this can lead to a narrow pool of candidates. To attract diverse talent, it’s crucial to craft a job description that highlights the company culture, values, and mission. This can help attract candidates who share these values and are more likely to be a good fit for the organization.

### Using Inclusive Language

The language used in job descriptions and recruitment materials can have a significant impact on the diversity of applicants. Using inclusive language can help attract a broader range of candidates, including those from underrepresented groups. This can include using gender-neutral language, avoiding gender-specific pronouns, and using language that is free from bias and stereotyping.

### Leveraging Employee Referrals

Employee referrals are a powerful way to attract diverse talent. Employees who are passionate about their work and the company culture are more likely to refer others who share their values and goals. To encourage employee referrals, it’s essential to create a culture of inclusivity and diversity, where employees feel valued and empowered to share their experiences.

### Utilizing Social Media and Online Platforms

Social media and online platforms have revolutionized the way we connect and interact. They can be powerful tools for attracting diverse talent, particularly for hard-to-fill roles or niche industries. Utilizing social media and online platforms can help reach a broader audience, including those who may not have been previously considered.

### Partnering with Diversity-Focused Organizations

Partnering with diversity-focused organizations can provide access to a pool of talented, diverse candidates. These organizations often have existing networks of professionals from underrepresented groups, providing a pipeline of potential talent. By partnering with these organizations, companies can tap into a wider talent pool and attract diverse candidates.

### Conducting Blind Hiring

Blind hiring, also known as anonymized hiring, involves removing identifying information from resumes and cover letters. This can help reduce bias and increase the chances of hiring a diverse candidate. By conducting blind hiring, companies can create a more level playing field, increasing the likelihood of attracting diverse talent.

Retaining Diverse Talent: Strategies for Success

### Creating an Inclusive Culture

Creating an inclusive culture is crucial for retaining diverse talent. This involves fostering an environment where employees feel valued, respected, and empowered to share their thoughts and ideas. This can be achieved by encouraging open communication, providing opportunities for growth and development, and promoting diversity and inclusion.

### Providing Training and Development Opportunities

Providing training and development opportunities can help retain diverse talent by giving them the skills and knowledge they need to succeed. This can include mentorship programs, training and development initiatives, and opportunities for advancement.

### Ensuring Fair and Equitable Treatment

Ensuring fair and equitable treatment is critical for retaining diverse talent. This involves providing equal opportunities, treating all employees with respect and dignity, and addressing any biases or implicit biases that may arise. By ensuring fair and equitable treatment, companies can build trust and retain diverse talent.

### Celebrating Diversity and Inclusion

Celebrating diversity and inclusion can help retain diverse talent by recognizing and valuing their contributions. This can involve recognizing employee achievements, celebrating different cultures and holidays, and promoting diversity and inclusion initiatives.

Conclusion

Cracking the code to hiring and retaining diverse talent requires a multifaceted approach. By understanding the importance of diversity, crafting inclusive job descriptions, leveraging employee referrals, utilizing social media and online platforms, partnering with diversity-focused organizations, and conducting blind hiring, companies can attract a diverse pool of candidates. To retain diverse talent, it’s essential to create an inclusive culture, provide training and development opportunities, ensure fair and equitable treatment, and celebrate diversity and inclusion. By following these strategies, companies can build a diverse and inclusive workforce, driving business success and fostering a positive work environment.

FAQs

### Q: What is the importance of diversity in the workplace?

A: Diversity in the workplace is important because it can bring unique perspectives, skills, and experiences to the table, leading to better decision-making, improved communication, and enhanced employee satisfaction.

### Q: How can I ensure that my job description is inclusive?

A: To ensure an inclusive job description, use gender-neutral language, avoid gender-specific pronouns, and highlight the company culture, values, and mission.

### Q: What is blind hiring, and how does it work?

A: Blind hiring is the process of removing identifying information from resumes and cover letters to reduce bias and increase the chances of hiring a diverse candidate. This can be done by using software or hiring firms that specialize in blind hiring.

### Q: How can I retain diverse talent in my organization?

A: Retaining diverse talent requires creating an inclusive culture, providing training and development opportunities, ensuring fair and equitable treatment, and celebrating diversity and inclusion.