With the power being shifted to the youth, consumer profiles have changed, and so have their needs. This has pushed the brands to become better brand citizens and represent the change that people want to see.
Being mindful of that, brands have become more flexible in adding inclusivity and diversity to their marketing strategies. Advertisements are the best way to represent the mission a brand supports. That’s why brands and ATL advertising services are coming up with new ideas and concepts to create advertisements that are not only memorable but also impactful.
Representing old people and ageing
As technology started penetrating every sector, the medical industry didn’t remain untouched, resulting in better health and wellness for old people. This has led to an increase in the population of old people, pushing the brands to reconsider how they are depicting atheism in their advertisements.
This generation is the wealthiest consumer. That’s why brands should make them one of the top priorities if they want to keep swimming in the future.
Some forward-thinking brands have even started representing them and creating multigenerational advertisements. That’s a good start, especially when these old consumers are so active on social media platforms, and adult diapers became the product of the year in 2023.
Focusing on the womanhood and females of today
The definition of what women used to be ten years back and what they are in the present has changed. Earlier, womanhood, their roles, and responsibilities were all stereotyped. They were even represented exactly the way society deemed them to be. However, when the wave of feminism and women’s empowerment started, it curved the tide and redefined the whole concept and its representation.
Now, ad agencies have started portraying them as the women of the new age who manage all and aren’t stereotyped. Brands have even come up with various women empowerment campaigns that let female influencers and public figures talk about their lives and roles and how they tackle them. This has lured the female population and made the advertisements more realistic and relatable to the consumers.
For example, Nykaa, an e-commerce website, collaborated with Taapsee Pannu, an Indian actress, to break the stereotypes surrounding women. This campaign was a big hit and even generated 1.6m views.
Breaking the bonds of traditional masculinity via advertising
The youth of today are nonjudgmental and flexible, and they support gender neutrality rather than preferring any particular gender. They even get weirded out when it comes to the toxic definition of masculinity. Like womanhood, traditional manhood and masculinity have always been stereotyped for men, and it’s still a major problem.
With the change in the behaviour of today’s men, the need to represent their right portrait has increased. For the same purpose, Brooke Bond Red Label even launched a campaign with #unstereotype to deliver the message of how males and the definition of masculinity have changed and how we should accept that peacefully instead of resorting to bullying.
Positive portrayal of the LGBTQ+ community
The uproar for the LGBTQ+ community isn’t uncommon, but brands need to ensure that this criterion of society also feels connected with them. Although the laws to legalise same-gender marriage have passed, some sections still show hostility towards this group.
Brands need to show this community through their ads so that people understand that society is made up of multifaceted people and not just one kind. This is one thing that can help this community feel more comfortable, and it will also allow them to mingle with other people.
Throwing light on menstruation to start a flow of conversations around the topic
Another taboo topic in Asian countries is the mensuration cycle. That’s the reason why many women neglect visiting a doctor when they experience more or less period cycle than a normal one because it’s been carved in their minds that they have to endure it. And this is one of the biggest reasons for the health issues for females.
Although the talks and conversations around these topics are a lot better, they still have to go a long way. With brands supporting this cause and comfortable advertisements showcasing real women, people are hoping to make periods a normal topic to talk about in public rather than a taboo.
Motivating people to stand against sexual harassment
Sexual harassment is supposedly a taboo for women. They are not supposed to voice out or accept that they are being sexually abused because, eventually, society will make them the culprit of a crime for whom they are supposed to be a victim. Things like these are more persistent in Asia as compared to other countries of the world.
Brands need to strengthen their support towards women, take a stand to protect them and showcase the evil of society. For example, Ghadi, a detergent brand to voice out its concern regarding eve teasing, created #sareemaeldodhaalo.
Celebrating body positivity
People are done with the ‘perfection’ and the ‘flawless’ body type, skin colour and shape. Because every country has a different standard for beauty, meaning there’s no definition and if there’s no particular definition and if beauty is an objective term, then it should be true that every body type is beautiful.
This movement came into the limelight after plus-size models started showing up and admitted that they were confident in their skin. The filtration and standards that go around for beauty are brutal and, in a way, are very harmful to mental health.
That’s why even advertising agencies are suggesting brands be mindful of this aspect, as one careless mistake can lead to a mass backlash, especially when people have a hold of social media. Body positivity can be represented in TV advertisements and digital wall painting as it may have better opportunities for representation.
Word of advice
Right now, advertisements are the only way to put important and taboo issues in the spotlight. It has become a way of transformation and a positive change in the world that people were yearning for. Today, more and more people of the new generation are discarding the stereotypes and trying to make a better world that accepts diversity and makes people comfortable in their own skin. It’s not something that should be done by the brands just for the sake of revenue and sales but also to support and empower fellow humans.
Content Source: https://sites.google.com/view/atl-advertising-services/home
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