17535: DIY Multicultural Marketing From The Home Depot…?

ModernRetail at Digiday reported The Home Depot recognizes Latinos comprise a major revenue-generating opportunity, prompting World Cup promotional activities to reach the audience—because Latinos love soccer.

 

The Home Depot evicted BBDO as its White advertising agency earlier this year, moving marketing duties to in-house resources.

 

Plus, the retailer is among corporations that bowed to political pressures, quietly abandoning DEIBA+ dedication in 2025.

 

Is The Home Depot tapping internal or external experts to verify Latino-targeted messages are relevant, authentic, and culturally competent?

 

Are the multicultural initiatives receiving fair marketing budgets—or crumbs?

 

Are in-house resources such as Orange Apron Media and Studio Orange predominately White?

 

Don’t expect official statements—delivered in English or Spanish—anytime soon.

 

Hispanic shoppers and pro customers are key to The Home Depot’s World Cup retail media strategy

 

By Mitchell Parton

 

While The Home Depot is not a sports equipment or sports apparel retailer, its consumer base has given it ample reason to develop a comprehensive retail media strategy around the World Cup.

 

Customers often come to The Home Depot and other home improvement retailers to solve a problem or take on a project — especially working professionals like remodelers, painters, electricians, plumbers and other contractors.

Taryn Dominie, senior director and head of industry for Orange Apron Media — The Home Depot’s retail media network — said the diversity of the growing soccer fan base mirrors that of its customer base, especially among its pro customers. “A good majority of our pro customers are multicultural, and [The World Cup] just gives us a way to really connect in a deeper, more meaningful way with those pro customers,” she said.

 

Hispanics make up around 30% of the construction workforce in the U.S, and U.S. Hispanic consumers surveyed by Nielsen in 2024 or 2025 were 87% more likely to say they had watched a World Cup qualifier match in the past 12 months, according to a 2025 Nielsen report. Hispanic individuals are also 39% more likely than the total population to be avid Major League Soccer fans, Nielsen found.

 

Molly Battin, svp and CMO of The Home Depot, told the Hispanic Marketing Council last month that the company expects “multicultural” customers — led by Latinos — to make up more than 40% of the home improvement category by 2040. “We see the Hispanic market and the Latino community as a huge growth opportunity for The Home Depot,” she said.

 

For Orange Apron, sports marketing in general has also been an opportunity to drive deeper partnerships with supplier partners through big cultural moments. The company has done College Game Day partnerships over the years as well as deals with MLS, the U.S. men’s national soccer team, March Madness and NCAA, Dominie said. “We’re talking about partnerships that extend beyond our traditional media, whether it be digital or linear, to real, grassroots fan engagement opportunities.”

 

Orange Apron’s involvement in the World Cup has included in-person events and in-store activations, primarily featuring the paint brand Behr and the power tools manufacturer Makita. Centering its activations around just a couple of brands has allowed Orange Apron to co-create more interactive and tailored experiences, Dominie said.

 

The Home Depot has hosted interactive houses called “Beckham’s Backyard” at official FIFA Fan Festivals that featured Behr and Makita, allowing them to have a presence at official FIFA events in cities such as Atlanta without being official FIFA sponsors. The activations are named after former soccer player and club owner David Beckham, who also has appeared in national commercials and digital content for The Home Depot during the World Cup.

 

The activations included a Behr-sponsored digital target-practice game where fans kicked soccer balls, as well as a Makita-hosted station where guests could decorate paper fans, according to Sports Business Journal.

 

The retailer also collaborated with soccer media network Men In Blazers on a bus that doubles as a studio for Men In Blazers. It has been traveling to World Cup host cities, with signage featuring Behr and Makita. In stores, The Home Depot offered a custom FIFA scarf to customers who bought certain Makita power tools. Outside of the advertising business, on the enterprise level, The Home Depot was doing in-store integrations around the World Cup with sweepstakes components and ticket giveaway opportunities.

 

“We really went into this knowing that we wanted an integrated, fully omnichannel experience that we were creating for our customers and in partnership with our brands,” Dominie said.

 

The Home Depot is also having a bus going around to different cities in the U.S. for watch parties where fans and pro customers can participate in events such as T-shirt giveaways and cornhole tournaments, also presented by Behr and Makita. “We want it to be more fun, because it’s a watch party, essentially, but still an opportunity for Behr to engage their top pros, engage the traditional DIY fan base, and talk about what makes Behr and Makita special and relevant — and do it in kind of a fun way, with giveaways and some engaging activities during those fan fests.”

 

Dominie said The Home Depot has not yet measured the success of the World Cup partnerships, as it is still ongoing, but plans to look at brand lift and purchase intent. She added, however, that the company has found co-branded sports sponsorship programs can increase purchase intent by as much as 40%.

 

“It’s truly a partnership where we align on common goals, and we co-create opportunities to create value for our customers and [clients’] customers, and create meaningful moments that are unique to what only we can do together,” Dominie said. “It goes beyond sponsorship, and it’s about partnership.”

 

Andrew Lipsman, a retail media industry analyst at Media, Ads + Commerce, said that because advertising has moved toward digital performance media, it can be easy to forget that good advertising works through cultural relevance and high-quality content reaching wide audiences — such as through experiential marketing and national TV advertising.

 

“When you can reach the right audiences … and show that there is that alignment around common events or common cultural moments, it creates brand affinity,” Lipsman said. “That brand affinity doesn’t have to translate into a sale at the store at that moment; it just makes you slightly more inclined to visit that store and slightly more inclined to purchase a brand over time.”

 

Ace Hardware has also found that a high share of its customers are interested in sports such as soccer and baseball, according to Tyler Lusebrink, head of brand partnerships at RedVest Media, Ace Hardware’s retail media division that launched last year.

 

“Our focus generally has been: How can we partner with our brand partners to really take advantage of capturing some of that engagement from customers during this big cultural moment?” Lusebrink said. Brands wanting to take advantage of the World Cup are executing full-funnel campaigns with “a heavy lean into off-site programmatic, broad awareness-type tactics that can engage with customers throughout their journey,” he added.

 

These aren’t necessarily campaigns with creative themed around the World Cup — Ace Hardware is not an official sponsor — but they may amplify national messaging that brands are already pushing to reach customers who may be watching the World Cup and related content. ACE Hardware has a media partnership with Epsilon to deploy assets across websites across the web.

 

“We see the World Cup in cultural moments like this as an opportunity for brands to engage with the customer directly in a high-intent mindset,” Lusebrink said. “They’re online, they’re doing research, they’re looking at game recaps and highlights, and brands know that they can get in front of consumers and engage with them to drive them into their brand.”

17356: Super Bowl LX Advertising Said Adios To Latinos…?

 

Advertising Age published a lengthy report on how Latino representation in Super Bowl LX advertising waned at a critical time for the segment.

 

In short, Latinos got iced while ICE reigned.

 

Hispanic representation wanes in Super Bowl ads at critical time

 

By Lindsay Rittenhouse

 

Diversity is waning in Super Bowl LX advertising, and noticeably scarce this year is Hispanic representation.

 

Several diversity and inclusion experts interviewed for this story said the lack of Hispanic casting and storylines is particularly disappointing given the Immigration and Customs Enforcement’s targeting of this community, leaving them already feeling isolated and vulnerable.

 

“Latinos in the U.S. are navigating significant injustices in the current political environment, and non-Hispanic allies are increasingly showing up to support and protest alongside the community,” said Myles Worthington, CEO and founder of agency Worthi. “As marketers, knowing there is a massive influx of this audience watching the Super Bowl, it’d simply be poor strategy not to find a specific way to connect.”

 

Rocket Mortgage’s “America Needs Neighbors Like You” is one of the only national Super Bowl ads this year to prominently feature a Latino cast and promote a more earnest message of unity in a sea of in-game creative that leans heavily into humor. In the ad, friendly gestures by members of a Latino family new to the block help ease perceived tension with their new neighbors.

 

Meanwhile, of the 107 celebrities starring in Big Game spots this year, only eight are Hispanic, including Sofía Vergara, starring in Boehringer Ingelheim’s in-game spot; magician David Blaine, who appears in YouTube TV’s spot; and Danny Trejo, who is in Novo Nordisk’s ad. That finding is part of Ad Age’s annual report that evaluates how national advertisers in the game prioritized diversity and inclusion on the screen and behind the cameras.

 

Worthington said seeing so many brands fail to prioritize Hispanic viewers—especially on the biggest night in advertising when so many will tune in to watch the halftime performance of Puerto Rican star Bad Bunny—“is a signal of cultural illiteracy, not prudence.”

 

Missed opportunity to reach Hispanic viewers

 

Lisette Arsuaga, the co-president and co-CEO of DMI Consulting, a strategic marketing firm specializing in diverse segments, and the co-founder of the Alliance for Inclusive and Multicultural Marketing (AIMM), speculated that perhaps brands felt that because Bad Bunny is performing the Apple Music Super Bowl Halftime Show, “the Super Bowl had already taken care of Hispanics.”

 

But that thinking is flawed. “If a white talent were doing the Super Bowl, brands wouldn’t be thinking, ‘Oh, I don’t have to represent whites in my ad because that’s already part of the Super Bowl,’” she said.

 

It’s not clear why exactly the majority of Super Bowl advertisers left this demographic out of their spots. If anything, the highly anticipated Bad Bunny performance should be proof of the power of Hispanic culture and talent, Worthington said, pointing to the fact that a teaser posted to Instagram for his halftime show already reeled in the most likes of any teaser for a halftime performer ever.

 

Many of our interviewees praised the NFL for choosing Bad Bunny and championing diversity while so many brands sat silently on the sidelines. As a result, “the most powerful statement” isn’t going to be made during the commercial breaks but when Bad Bunny takes the stage, said Nicole Simpson, VP of inclusion and impact at Omnicom-owned Rapp.

 

“At a moment when the Latine community is particularly vulnerable, spotlighting the world’s top global artist who is fresh off historic Grammy wins and responsible for over $400 million in economic impact for Puerto Rico, isn’t just smart business,” Simpson said, “it’s a declaration of whose stories deserve center stage and a clear signal that the league sees its future as undeniably global.”

 

Arsuaga also took issue with what she said was a misrepresentation of Hispanic culture in Instacart’s “Bananas” commercial in which the mustachioed duo of Ben Stiller and Benson Boone sing about the grocery delivery platform’s feature that lets customers choose how ripe they want their produce. The ad has drummed up some backlash as some people have interpreted Stiller and Boone’s accents in the spot as faux Hispanic.

 

An Instacart spokesperson stressed that this was not the case in a statement. “The characters are intentionally fictional and stylized, inspired by a specific musical era and genre—not by any real individual, culture or community—and any perceived resemblance in accent, attire or presentation is unintentional.”

 

Rocket’s ad promotes unity

 

There were, of course, some welcome exceptions. Rocket Mortgage continued to champion a storyline promoting inclusion and unity in its in-game spot, “America Needs Neighbors Like You,” as it did during the Super Bowl last year.

 

The spot, created by agency Mirimar, shows a Latino family moving into a seemingly unwelcoming neighborhood, set to the tune of a Lady Gaga rendition of Fred Rogers’ “Won’t You Be My Neighbor.” A storm prompts young girls within a white and Latino family to find friendship and leads to other neighbors putting aside their differences to help each other out.

 

“These diverse characters were very intentional in the scriptwriting process—we wanted to represent America’s diversity and showcase the authentic tensions that exist in neighborhoods,” a Rocket spokesperson said. “We also wanted to show how kindness and neighborliness are a way to overcome our differences, and to remind the country that a simple hello or offer to help those who live next door brings us closer together.”

 

It seems that as other advertisers lean into humor and nostalgia, Rocket Mortgage is one of the few overtly providing a deeper message promoting unity at a time when the U.S. feels increasingly divided.

 

Still, Rocket Chief Marketing Officer Jonathan Mildenhall stressed in a statement that the ad promotes “a civic message not a political message. We want to encourage intentional kindness and neighborliness,” he said.

 

Boehringer Ingelheim’s first-ever Big Game spot, starring actors Octavia Spencer and Vergara, also stands out as a good representation of Hispanic culture, some people said.

 

Kai Wright, an industry strategic adviser and lecturer at Columbia University, uses a five-point system to evaluate ads for inclusivity. The five areas he said he grades an ad to determine if it well represents the community it intends to reach, includes “lexicon,” meaning it “is doing something unique that the community would identify with”; audio cues that resonate with a particular community; strong visuals that captivate the audience; “experience drivers,” meaning the ad is reinforcing some sort of ritual a particular community can get behind; and strong cultural connections.

 

Based on this system, which he calls the LAVEC method, Wright said Boehringer Ingelheim’s spot scored high (an 89 out of 100). The pharmaceutical brand worked with the American Diabetes Association, National Kidney Foundation, WomenHeart and The Mended Hearts on a campaign to showcase the importance of health screenings.

 

Spencer and Vergara appear in the action-packed ad on a mission to help people understand how to manage high blood pressure and Type 2 diabetes. Wright said the actors represent Black and Hispanic women, two groups that are prone to such conditions, and they provide actionable steps to improve their lives.

 

“The ad incorporates community values of advocacy and proactive care,” Wright said. “By reframing ‘silent signals’ as a call to action, it aligns with the tribe’s desire to ‘know their numbers’ and advocate for their own health before it’s too late.”

 

Both actors were good fits for the ad because they share personal and family health histories with these conditions, he added.

 

Boehringer Ingelheim declined to comment.

 

Arsuaga also praised the ad for being one of the only so far to prominently feature a Latina celebrity. She did note, however, that she’d like to see more brands branch out and hire Hispanic talent more under the radar than Vergara, who rose to fame as a lead on the hit sitcom “Modern Family.”

 

“When people think about Hispanic talent, it’s like, Sofía Vergara is your token person,” Arsuaga said. “I don’t want to minimize her because she’s a great actor and is doing great things, but there are a lot of other people that could be used for important talent during these ads.”

17348: On Perceived Brands’ Icy Responses To ICE.

 

Advertising Age published a perspective cautioning brands targeting Latino consumers to not ignore how ICE impacts lives in the segment. In short, the author thinks brands should avoid staying silent and playing it safe when communities face pressures.

 

It’s a debatable proposition, as brands don’t necessarily benefit from taking political stances. Indeed, there are many examples of classic fails when brands publicly advocated for causes.

 

Sure, Archbishop Desmond Tutu declared, “If you are neutral in situations of injustice, you have chosen the side of the oppressor.”

 

But such leaders didn’t have to contend with brand destructors like President Donald J. Trump, the Gaslighter-in-Chief behind ICE.

 

Brand silence is not necessarily siding with oppressors. Rather, it can be a sign of respect, in terms of standing clear of situations where brands have no business, so to speak.

 

Why brand silence isn’t a safe strategy when communities are under pressure

 

By God-is Rivera

 

Every major brand briefing seems to start the same way lately: Hispanic and Latinx consumers are our fastest-growing segment. The data backs it up.

 

Nielsen reports that Hispanic households represent about 14.7% of U.S. households but account for 15% of total consumer spending and 23% of U.S. dollar growth in retail. Their impact is outsized relative to their population size.

 

But there’s a glaring disconnect between how aggressively brands are pursuing Hispanic consumers and how little they’re acknowledging the lived reality of that community.

 

Today, families are navigating fear and instability due to ICE. Cultural identity is being politicized. People are making daily decisions about where to shop, travel, work, or even leave their homes under conditions many marketers have chosen to treat as “off-limits” for brand engagement.

 

You cannot build sustainable growth with a community you refuse to fully see. Here’s how to back your brand with values that resonate:

 

Growth without context is not a strategy

 

When brands say Hispanic consumers are their growth engine while ignoring the pressures shaping their lives, it reveals a dangerous assumption that purchasing power is disconnected from lived experience.

 

Everyone knows the meme-able Jet2holidays audio that became synonymous with travel fails. The brand got in on the joke and leaned in appropriately, engaging with the moment and expanding cultural relevance well beyond its traditional audience.

 

But when the same audio was later used in content depicting immigration enforcement and detainees being transported, Jet2Holidays was abruptly pulled into a far more serious conversation. They were prepared. The company responded quickly, publicly distancing itself from the usage.

 

Brands that pursue growth without understanding how cultural meaning travels, especially in volatile moments, leave themselves vulnerable to being defined by contexts they didn’t plan for. And if they don’t respond to the situation in a timely manner, or ignore it, it can be a recipe for brand-building disaster.

 

Silence is being mistaken for brand safety

 

Many marketers believe the safest move right now is to stand still. Say nothing. Delay campaigns. Shelve anything that might be perceived as risky.

 

But recent examples suggest the opposite.

 

After facing intense backlash over Pride-related merchandise, Target scaled back displays in certain markets, framing the decision as a move to protect employee and customer safety. The reaction among many consumers—particularly younger and multicultural audiences—was swift. For some, the pullback signaled retreat rather than protection. Boycotts and social media protests have cost the retailer.

 

When brands retreat entirely, consumers are far less charitable than brands expect.

 

Hispanic consumers are also more likely to research corporate policies and participate in boycotts based on a brand’s stance, with 51% participating in at least one boycott according to a study by Numerator.

 

Your fastest-growing consumer is also your most attuned

 

Hispanic consumers are deeply attuned to brand values. Further research from Numerator shows 60% of Hispanic shoppers say they would stop buying from brands that don’t reflect their values.

 

Nike has long understood that growth with multicultural audiences requires consistency in beliefs. When the brand has taken public positions aligned with its stated values, it has weathered backlash while maintaining long-term loyalty, particularly among younger, diverse consumers. While not every move has been universally praised, Nike’s audience understands what the brand stands for.

 

That matters deeply to Hispanic consumers. These audiences don’t expect brands to speak on everything. They expect them not to disappear when values are tested.

 

This moment requires cultural readiness, not crisis comms

 

Too many brands are still relying on outdated crisis playbooks. What’s required now is cultural readiness. Your brand needs to understand communities before moments erupt, to know which voices matter, and to make decisions anchored in real values.

 

From its response to global refugee crises to its clear stance against discrimination on the platform, Airbnb has invested in systems, policies, and partnerships that allow it to act quickly when cultural moments arise. These decisions were enabled by groundwork laid well before public pressure mounted.

 

Companies that have invested in this kind of readiness move differently. They respond with clarity because they’ve already done the work of understanding who they are and who they serve. But readiness doesn’t always have to be defensive. It can recognize moments of positive cultural momentum, such as HRC’s #LoveWins, and grow by showing up in ways that feel timely.

 

Growth is a relationship, not an extraction model

 

The Hispanic and Latinx community represents an enormous opportunity, but opportunity is not a one-way transaction. Growth without care is not growth. The brands that will win the future are not the ones that waited for the moment to pass.

 

They recognized a simple truth: When the community is under pressure, business as usual no longer works.

 

God-is Rivera is chief strategy officer at Burrell Communications Group

17094: Protests, Politics & People-Powered Proactivity.

 

Adweek reported on how Los Angeles-based Latino advertising agencies are responding to the current protests and political proceedings, providing support to coworkers, clients, and communities.

 

The engagement likely presents a sharp contrast to the responses of White advertising agencies in LA and beyond.

 

‘This is About Humanity’: How LA’s Hispanic Agencies are Responding to ICE Raids 

 

As fear spreads across Los Angeles, multicultural agencies are offering safety, support, and a message to brands: now is the time to show up

 

By Audrey Kemp

 

Downtown Los Angeles is under curfew as military vehicles rumble down Olympic Boulevard and protests continue across the city.

 

At LA’s ad agencies—particularly those led by and built to serve the Hispanic community—the fear is both intense and deeply personal.

 

Since June 6, when the U.S. Immigration and Customs Enforcement (ICE) launched coordinated raids across LA and into Orange County, dozens of undocumented immigrants have been detained at worksites including warehouses, car washes, and Home Depot parking lots.

 

Meanwhile, hundreds of demonstrators have taken to the streets, protesting what they describe as racially motivated attacks on Hispanic and immigrant communities.

 

In a federal intervention not seen since the 1992 Rodney King riots, National Guard troops have been deployed—without the governor’s request—to support ICE operations. As of Friday morning, June 13, President Trump has maintained temporary control of the National Guard in LA, after an appeals court ruling the night prior. Officials have indicated that the military-backed raids could continue for up to 60 days.

 

“They are us,” said Marina Filipelli, CEO of LA-based creative agency Orci, of those being detained. “They are our neighbors, our friends, and our family members. It’s really close to home.”

 

The situation, she said, has “shaken us to the core.”

 

“This is about humanity,” Filipelli continued. “Everyone deserves, in our country, to be treated with a certain level of respect and with due process.”

 

Here’s how LA’s advertising scene is responding to the situation on the ground. 

 

Addressing staff needs

 

When the raids began, Orci, which was founded by Mexican American immigrants in 1986, immediately addressed staff and offered the option to work remotely, despite the agency’s two-day in-office policy. Those who wanted to come in were invited to an open forum to talk about how they were feeling.

 

“We’ve always heard from people that come from other agencies or other workplaces that when these things happen, [they] feel very alienated when they go to work,” said Filipelli.

 

Acento, another LA-based agency founded by Mexican immigrants, is also allowing employees to work remotely, as many have to cross curfew zones or navigate public transit to get to work. The agency has an internal channel where team members share news and resources, and which offers safe space to connect. 

 

“We enjoy that kind of culture of flexibility, but also mutual support,” said Acento CEO Donnie Broxson.

 

Casanova//McCann, based in Costa Mesa, has remained open, but employees don’t have to come in. While most staff are legal residents or citizens, many still carry paperwork with them daily. 

 

“We’ve continued to remind people: keep your paperwork with you at all times,” said CEO Ingrid Smart. “It’s sad that we have to do that, but better safe than sorry.”

 

Smart, who owns the now-independent agency, which is certified as both minority- and female-owned, said Casanova is offering counseling support, mental wellness perks, and even a sound bath to help staff cope. 

 

“Our vision is to be the most caring agency, and we have to prove that to our employees on a daily basis,” she said.

 

At Relevant+, a Hispanic-owned media agency in LA, staff are being offered fully paid mental health days. The agency also shared know-your-rights guides and immigrant protection resources from trusted organizations, including the Immigrant Defense Project and Informed Immigrant.

 

“We didn’t want anyone to ‘power through’ this moment,” said CEO Jonathan Patton. “We wanted them to feel seen, supported, and held.”

 

Engaging clients and community—and speaking out

 

Acento has been bracing for this moment since Trump returned to the oval office January, Broxson said. 

 

Prior to the raids, the agency had already begun advising clients—including LA Metro, Banner Health, and Pacific Gas & Electric Company (PG&E)—on how to adjust their marketing campaigns to communicate safety and care in light of heightened fear among immigrant communities. 

 

The agency advised clients to adjust in-market messaging to emphasize security and proactively assure people that their brands were supportive to immigrants, and not a risk.

 

“The fear pervades all aspects of your life,” said Broxson. “It impacts your purchase decisions… We had already started adjusting our shopping and purchasing habits based on an uncertain economy and the tariff war. It adds an extra layer.”

 

Other agencies are supporting their communities. Orci, for its part, is matching employee donations to organizations like CHIRLA, which helps detainees and their families. And Casanova//McCann is encouraging staff to use their three paid annual volunteer days now, while also developing a community-focused pro bono initiative.

 

For Relevant+, standing up is about speaking up. The agency underscored its mission to empower the U.S. Hispanic community in a LinkedIn post that emphasized how many of its team members come from immigrant families shaped by sacrifice and that cultural advocacy is core to its identity.

 

“When dignity is on the line, we don’t look away,” the post read. “It’s not about left or right. It’s about human rights.”

 

“This particular wave of ICE raids felt especially cruel,” Patton added. “And what hit even harder was the silence that followed.”

 

Staying resilient

 

While agencies are doing what they can to support their talent in a turbulent situation, they underscored the role brands can play in showing up to support diverse audiences.

 

“This work can’t just exist when it fits a campaign cycle,” Patton said. “If you claim to stand with these communities, that has to mean something when it’s uncomfortable, when it actually costs something.”

 

Filipelli agreed: “To target U.S. Hispanics as an audience, to sell them products and services, but then turn your back on them when they’re being vilified in certain ways… just doesn’t sit quite right with me.”

 

As the protests continue on, all four agency leaders underscored the unique resilience of immigrant communities during times of crisis. 

 

“The immigrant mind is resilient, is strong, is fearless—and we are staying strong for our people and our consumers,” Smart said. “And we’re not going away anytime soon.”

16651: Inquiring On The Inclusivity & Intersectionality Of Women’s Health.

 

MM+M published a report titled: Why women’s health has become a priority for brands. Um, because White advertising agencies and brands have jumped on the White women’s bandwagon—embracing divertsity in performative fashion…?

 

The content spotlighted a WPP- and GroupM-sponsored event that featured a panel discussion on the topic. While the promotional photo (depicted above) shows inclusive panelists, did the conversation cover intersectionality? The report made no mention of such dialogue. Did anyone even acknowledge the greater healthcare challenges faced by women of color? And if so, which advertising agencies and brands might advocate for non-White women?

 

Sounds like another way that women of color will receive unhealthy and underserved attention, underfunded by crumbs.

 

Why women’s health has become a priority for brands

 

Check out how marketers can best reach women and discuss their health needs in a post-pandemic world.

 

By Lecia Bushak

 

Women’s health is a spectrum that includes topics like menstruation, pregnancy and menopause, among countless others.

 

Increasingly, women’s health has been the subject of more campaigns, commercials and marketing initiatives.

 

However, the best practices for healthcare marketers when it comes to reaching those audiences is changing as women advocate for what they’d like to see in their respective healthcare journeys.

 

With that in mind, WPP and GroupM held a happy hour reception this week in New York to honor Women’s Health Awareness Month and spotlight some of the primary concerns brands should take into account when advertising to women.

 

The event also featured a panel discussion with Erica Taylor, VP and chief marketing officer at Genentech; Christine Guilfoyle, president of SeeHer; LaToya Christian, executive director of GroupM; Niven McCall-Mazza, editor-in-chief of theSkimm; and Maria Givens, head of media, digital and platforms at Bayer.

 

Here are some of the main takeaways for medical marketers from the event.

 

The power of women’s health grows

 

The panel kicked off with the central question: Why has women’s health become so top-of-mind for consumers and brands?

 

The COVID-19 pandemic highlighted health disparities and how society is not set up to support women, the panelists noted, adding that the gender pay gap still exists.

 

Research points to women feeling overwhelmed in juggling their careers, families, relationships, friendships – and, of course, self care. 

 

The panelists noted that women are often tasked as the “chief worry officers” of their households – in charge of planning vacations, their children’s activities and schoolwork and everything in between.

 

Still, in the post-pandemic world, women are increasingly stepping into leadership positions in their careers – and becoming wealthier. Simply put, “boards and brands are paying attention” to the emergence of this dynamic, the panelists noted.

 

The gargantuan gap

 

One way of reaching women authentically is breaking down the stigma around communicating about uncomfortable topics in health, like stress, periods and even constipation.

 

Givens pointed to a recent campaign out of Bayer for its laxative MiraLAX, which employed Broad City stars Ilana Glazer and Abbi Jacobson to discuss the topic of poop and constipation in a light-hearted way.

 

The three-minute video, dubbed “The Gut Gap,” pointed out how women are more likely to be stressed than men and twice as likely to be constipated.

 

The panelists encouraged marketers to spur uncomfortable conversations and normalize having these discussions around all health issues, whether it’s around opioids, pre-natal nutrition or cardiovascular health.

 

Much of the health “gaps” women face is linked to the fact that the medical system still has a limited understanding of women’s health.

 

The panelists pointed out that women were not even required to be included in clinical trials until 1993, when the National Institutes of Health Revitalization Act was signed into law.

 

As a result, the gap in understanding of women’s health issues is “gargantuan,” the panelists said.

 

Equity improves life for everyone

 

The panelists encouraged healthcare marketers to gain a deeper understanding of the youngest generations, including Gen Z and future Gen Alpha consumers.

 

These generations are the most diverse and technologically-savvy generations in the U.S. yet – and they’ll have new, equitable ideas about how they want to be reached and treated in healthcare.

 

Finally, the panelists urged men to pay close attention to the shifting ideas about women’s health – because “investing in equity improves life for everyone.”