Representation in advertising remains a hot topic. While some believe advertisers must become more inclusive in their campaigns others still hold strong the idea of segmentation, where representation only matters when selective of potential buyers.

Let’s begin with a recent example, Google’s “Seen on Pixel” campaign, aired on this year’s Super Bowl. A 60-second ad featuring Google’s Real Tone technology that claims to fix lighting issues (in photography) people of darker skin tones have faced for years.

While the message is one of representation, the underlying action is of segmentation. While the new Pixel 6 and Pixel 6 Pro claim to have the ‘world’s most inclusive camera’, the real intent is to create a new exclusive market, that of darker skin tone buyers. While many marketers may feel representation is taking its turn, consumers [represented or not] can see how the company will likely profit from handset sales. And I don’t say this maliciously but with satisfaction. After all, it is refreshing to see marketing being marketing.

From culture to climate. A capital sin of ‘green brands’ or brands wanting to showcase ‘green credentials’ has been their dominant altruistic positioning. While the “buy from us because we’re helping save the planet” may ring true for brands sacrificing their profits in favour of the greater good, this is not the only reason consumers buy green (or do-good) brands. Having worked with public sector, NFP and ‘altruistic’ brands, the insight I brought home was that between selflessness and selfishness there is always the self. This means that validating our sense of self is the trigger that matters most. And guess what, altruism is not that powerful as a trigger.

A century of psychology meta-analyses has identified six major mental traits that are measurable and independent of age, gender, social settings, cultures and even species. These are intelligence, openness, conscientiousness, agreeableness, stability, and extraversion. In psychographic terms, highly agreeable people will be the likely early adopters of sustainable/do-good brands. But by understanding different personality types, brands can better position themselves against their potential buyers and better create demand for the products and services able to address a societal challenge, on top of a consumer’s need or want.

EVs: Looking good beats doing good

The electric vehicles (EV) industry, for example, offers some interesting brands marked by distinctive features. The “born electric” BMW i (“i” for intelligent, hence green), with its complex controls, reading lights and maximum value, will certainly attract those wanting to display intelligence. The Tesla Roadster (sexy, therefore sustainable) will likely trigger the purchase desire of extroverts who gravitate to features such as sporty design, convertible roof, and high-wattage subwoofers. Renault Zoe (eccentric, thus sustainable), a supermini with a see-through roof and a climate-control system developed with L'Oréal that can spray essential oils and scents, may find a keen audience with those scoring high in the openness trait. For the dominant and less agreeable consumer there’s still hope: the heavyweight, high-torque Chevy Volt.

The above approach of segmenting and positioning the EV market has allowed EV sales to soar (not because of the benefit of lower emissions) and surprisingly the best-selling models are those leaning to the bulked out and armoured up vehicles like Ford F-150s, GMC Hummers and, the e-tank to rule them all, Tesla’s Cybertruck. Or, as one could imply… it’s the same story as with the Pixel 6; the trigger is ‘to look good’ (that correlates to high conscientiousness) and not ‘to look like you’re doing good’ (that correlates to high agreeableness).

Many say that ads are like taxes. Well, if my attention is going to get taxed, I’d rather experience it with a relevant proposition than one disguised as a moral lesson trying to make money from purportedly under-segmented and under-targeted audiences. By not having a darker skin tone, the Pixel 6 campaign is irrelevant to me as a consumer. The ad’s “Everyone deserves to be seen as they truly are” closing frame is moving. No doubt about it. But, adjusting the copy to “People of darker skin tones also deserve to be seen in their true colours” would likely have strengthened the product’s appeal and better connected with its target audiences, while also avoiding the proselytism.  

Speaking as a law-abiding citizen, yes, I absolutely want to feel that I’m represented by more than the taxes I pay and without feeling my attention is being taxed for that. But, as a marketer, I know that the best representation I can give to underrepresented consumer markets are the products and services able to bring about meaningful change to their lives.

Signalling altruism (or any form of virtue) at the expense of effectiveness (and segmentation) is a rather myopic choice.