Lingerie brands like Journelle and Parade are finding success attracting Generation Z customers by using faces of the young demographic in ads and social media marketing. The strategy can also be cost-effective and the brands have made efforts to create inclusive campaigns, but there can be pitfalls as well when marketing to an age group susceptible to body image issues.
Calvin Klein boosted revenue by 65% in the first quarter of 2021 and plans to continue bolstering growth by focusing on digital, social, its iconic billboards and new designer partnerships, as well as its ongoing efforts to promote inclusivity and diversity and expanded definitions of sexuality and gender, said Linh Peters, global chief marketing officer. "There's always an opportunity for us to create engagement, to give our consumers pause, to get them to ask questions," Peters said.
TBWA\Chiat\Day New York created the "Love, Lawyers & the Government" spot for nonprofit Family Equality that shows two dads answering their son's question "Where do babies come from?" with a long, complicated explanation that involves lawyers, differing state laws and paperwork. The spot, directed by Furlined's Will Speck and Josh Gordon, urges viewers to support LGBTQ+ parental rights, and has been shared as an Instagram story by Jennifer Aniston and attracted more than 500,000 views on Family Equality's Instagram account.
Yum Brands grew the proportion of women in leadership roles to 47% last year, and the parent of chains including Pizza Hut, KFC and Taco Bell plans to achieve gender parity in leadership roles by 2025, five years earlier than previously planned. In its 2020 Global Citizenship & Sustainability Report, the company also shares progress on a number of other diversity, inclusion and sustainability goals.
Media holding groups and marketers are dedicating more ad dollars to minority-owned media companies, Brad Adgate writes in this roundup of recent investments. Agencies and brands supporting Hispanic companies include Havas, Publicis and Coca-Cola.
Pilar McQuirter, cultural strategy director of MullenLowe US, talks in this video interview about bringing together her expertise in brand strategy and diversity, equity and inclusion in her role and how her experience as a Black woman shapes her work. McQuirter also offers advice to younger colleagues of color, saying, "There's no being too junior" to push back on bias.