Adweek’s Forecast for 2024 features videos with editors discussing trends and events in various industry categories.
DEI Forecast 2024—which rolls about 2.5 minutes—shows Community Editor Luz Corona claiming the following:
• “You have people in leadership roles who are really focused on an affirming diversity climate—an atmosphere where diversity is valued at a company. Our ADCOLOR® Beacon honorees are a great example of lifting as they rise.” Or a great example of the last Human Heat Shields standing.
• “Updated terminology: Reframing the whole approach to targeting non-White audiences as an opportunity rather than a check-the-box exercise. The team at Worthi uses ‘underestimated audiences’ companywide.” Okay, but underestimated audiences continue to be undervalued, underserved, and underfunded.
• “Multi-hyphenate audiences coined by The Community—our Multicultural Agency of the Year—highlight the intersectionality of today’s world.” Multicrumbtual agencies always come up with new ways to say the same things.
• Corona also touched on the increased usage of Spanish and Spanglish in advertising and media. ¡Ay caramba!
• “Brands are finally starting to take note of the intersectionality in the industry and adjusting their messaging to connect with different audiences.” So long as the connections cost crumbs.
• “Breaking stigmas around neurodiversity: More and more marketers are opening up about being neurodivergent. How ADHD is a strong leadership asset and how to navigate workplace situations as someone with dyslexia. 2024 will bring on more openness and vulnerability that can help the next wave of young, neurodivergent marketers.” Of course, primary emphasis, empathy, and enthusiasm will be for the White neurodivergent.
The Net Takeaway: For DEI in Adland, 2024 will look like 1924. Expect more publishing performative PR, building heat shields, breaking promises and pledges, and fortifying systemic racism.
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