Mar 18, 2021
When picking up a product based on its advertising, have you
ever considered what stereotypes it may perpetuate?
For Costa Coffee’s Global Head of Coffee Innovation Sandra
Ferreira, the role that marketing plays in driving the inclusion
agenda is crucial and forms her Shiny New Object.
From the language advertisers use, to the packaging or design
of products, marketing can either play to societal assumptions and
reinforce stereotypes, or serve to debunk those and drive a more
inclusive mindset in society. In the longer term, if brands stick
together in promoting inclusivity, this could alter the general
societal attitudes to many current preconceptions.
To find out more about how brands can embrace inclusivity and
follow our debate on marketing and diversity, listen to the
podcast, or read the write-up on MAD//Fest.