{"id":165145,"date":"2021-06-17T09:05:11","date_gmt":"2021-06-17T09:05:11","guid":{"rendered":"https:\/\/www.theindustry.fashion\/unilever-commits-to-marketing-overhaul-as-it-seeks-to-end-stereotyping-in-brand-ads\/"},"modified":"2021-08-12T11:42:28","modified_gmt":"2021-08-12T11:42:28","slug":"unilever-commits-to-marketing-overhaul-as-it-seeks-to-end-stereotyping-in-brand-ads","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/unilever-commits-to-marketing-overhaul-as-it-seeks-to-end-stereotyping-in-brand-ads\/","title":{"rendered":"Unilever commits to marketing overhaul as it seeks to end stereotyping in brand ads"},"content":{"rendered":"

Dove manufacturer Unilever has pledged to overhaul its entire marketing process in a bid to create more diverse and inclusive thinking across all of its brands - from new product development right through to advertising production.<\/p>\n

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The \u2018Act 2 Unstereotype\u2019 pledge includes a number of key actions that Unilever will implement now, including a commitment to work with more diverse groups on screen and behind the camera.<\/strong><\/p>\n

It will also place an outright ban on changing models\u2019 body shape, size, proportion or skin colour in photography - building on its <\/b>Positive Beauty<\/a>\u00a0commitments made earlier this year.\u00a0<\/b><\/p>\n

The launch of \u2018Act 2 Unstereotype\u2019 comes after research commissioned by Unilever revealed that consumers were \u201cincreasingly disconnected with advertising today,\u201d with less than one in five believing that ads were representative of wider society.<\/p>\n

The research also showed that those from under-represented communities were impacted the most and up to 30% more likely to be stereotyped than the general population.<\/p>\n

More than half (55%) of women of Asian heritage said that stereotypes in advertising did not represent them; while 46% of men with a disability said they often saw negative portrayals of people like them in ads.<\/strong><\/p>\n

In addition, 66% of LGBTQ+ people aged between 18 and 34 said they believed that people from diverse backgrounds featured in ads \u201cjust to make up the numbers\u201d.<\/p>\n

Unilever hopes that the new pledge will help to address the problem and inspire other manufactures and brands to take similar action.<\/strong><\/p>\n

Key commitments in its \u2018Act 2 Unstereotype\u2019 pledge include:<\/p>\n