How important is representation in marketing?

[shukla7789]

As humanity evolves, some issues emerge in society to bring about questions and changes. If you are looking to stay up to date on these topics and the most talked about subjects in the world, especially on the Internet, you must have heard about representation. In search of equality, the movement has gained strength on social media and has been supported by companies. But how important is it for brands to understand and embrace the cause? How can representation be developed in marketing ? Check out this text!

What is representation?
The basic concept of representation consists of promoting the architect database of a group by portraying it through a figure that belongs to it. However, more than a definition, it is important to understand what it means. The movement advocates the equal representation of all communities. Symbolism goes beyond what many people think. Through it, the individual feels identified. Furthermore, they see themselves included in spaces that, before, did not include them.

In the last decade, movements for social equality have had the greatest representation of marginalized groups as one of their agendas. It is worth noting that, in some cases, these groups are called minorities, but they represent a significant portion of society. One example is the black community in Brazil, which comprises more than 56% of the population, according to the Brazilian Institute of Geography and Statistics (IBGE).

How relevant is representation in marketing?
A common mistake many companies make is to believe that a digital marketing campaign is exclusively aimed at selling products or services. It is essential to keep in mind the importance of creating a connection with the public. To do this, it is essential to generate identification. When a person recognizes themselves and feels embraced, they begin to see that organization in a more positive light. This is why representation in marketing is so important.

However, the integration of this movement must be aligned with the company's organizational culture. It is essential that the inclusion of representation from social groups is not done just because the topic is trending. After all, communication must reflect the real positioning of a brand. The commitment to representation in marketing promotes a greater humanization of the company, since more people and ideas will be heard and included.

Case study of representation in marketing | FIZZING 360º
Case study of representation in marketing | FIZZING 360º
How to develop representation in marketing?
More than just including an image of a person symbolizing a group, representation in marketing should encompass the culture and traditions of the community. This concept needs to be integrated into the entire strategic communication plan. To do this, it is necessary to know the audience and their interests. The best decision is to develop a persona . This way, it is possible to create all the content focused on them and reach people who may be interested in it.