Unstereotype Alliance unveils guide to tackling toxic reaction to inclusive advertising

Unstereotype Alliance has launched a 10-point digital guide to help advertisers who face a backlash against their inclusive ad campaigns.

The UN Women-convened organisation has produced Creative Bravery Beyond the Backlash, which includes advice and best-practice about how to deal with negative responses to representative ads. It is designed to urge marketers not to hold back – to produce or continue to produce diverse and inclusive work.

Its guidance covers areas such as how to avoid a “double-backlash” by “holding true to brand values, embracing active listening and proving a genuine commitment to the communities they represent”.

The guide also recommends KPIs for staff and talent, such as how to support those at the social media frontline who are often most vulnerable to abuse.

Keith Weed, former Unilever chief marketing officer and chair of Unstereotype Alliance, noted that “the biggest risk is not a backlash from a vocal minority", but "falling behind as a brand and becoming less relevant. 

Weed said: "As an industry we must not press pause on progress because of concerns and fear. Our hope is that this guide will help brands develop approaches to significantly reduce the risk of a backlash and continue on their journey to ‘unstereotype’.”

The guide has been created by members and allies of the UK chapter of Unstereotype Alliance, with contributions from an array of industry leaders, including:

• Sara Denby, head of the Unstereotype Alliance secretariat, UN Women
• Helen James, chief executive, Forsman & Bodenfors London
• Pip Heywood, managing director, Thortful
• Fernando Desouches, managing director, New Macho, BBD Perfect Storm
• Chloë Davies, founder, It Takes A Village
• Lauren Winter, global managing director of consumer culture, FleishmanHillard
• Marty Davies, joint chief executive, Outvertising and founder, Smarty Pants Consultancy
• Ali Hanan, chief executive, Creative Equals

The publication has been produced following research from Unstereotype Alliance and Saïd Business School that showed how inclusive advertising is not just ethically sound but can help brands benefit commercially.

Its findings include that more inclusive advertising can potentially achieve:

• 3% higher shorter-term sales and 16.26% higher longer-term sales
• 33% higher "strong consideration"
• 62% higher likelihood of being a consumer’s first choice
• 8% higher incidence of being trialled
• 23% lower chance of being abandoned after trial and 15% higher loyalty

A condensed version of the full guide is available to everyone for free, while Unstereotype Alliance members can access a full version that includes case studies.

Denby said: “We know that inclusive advertising is not only the right thing to do for society, but the business case is now irrefutable. It’s vital that advertisers feel equipped to deal with any potential backlash so they can embrace the full commercial benefits of an inclusive approach to content. Bringing together a multitude of experiences, perspectives and best practise, this guide will help navigate fears and unlock brand growth.”