Unilever, the British multinational consumer goods company, is worried that cancel culture may embrace advertising soon. According to an online survey Of the UK and US by Unilever and Kantar. The researchers found that one in two among the marginalized community, people with disabilities and Black, Hispanic, Asian, and LGBTQ+ people – feel they have been stereotyped in some way through advertising.
According to the company’s latest press release, marginalized communities are 30 percent more likely to get stereotyped than the general population. A staggering 55 percent of Asian women believe that the stereotyped characters in the advertising don’t represent them. Disabled Men say that they often see negative portrayals of people like them in ads. LGBTQ+ members aged 18-34 believe people from diverse backgrounds featuring in ads just to make up the numbers.
As a step towards change, Unilever has announced it is broadening its 2016 commitment to Unstereotype Alliance. The initiative plans to put an end to harmful gender-based stereotypes in all media and advertising content through their ‘Act 2 Unstereotype’. The company plans to bring in an Unstereotype Charter for every Unilever brand through the initiative, outlining the ED&I commitments the brand will deliver through its marketing. They are planning to bring in an Unstereotype person for every Unilever brand, outlining the ED&I responsibilities the brand will deliver through its marketing. They also wish To work with more diverse and under-represented groups on screen and behind the camera. The company plans to eradicate digital alterations of photography like changing models’ body shape, size, proportion, or skin color.
Aline Santos, chief diversity and inclusion officer at Unilever, said, “If we want to see a change in society, we need to make a change in our industry. The initiative will help brands create a generation free from prejudice. Inclusive marketing is not a choice anymore.”
Unilever products include a wide range of products like food, condiments, ice cream, wellbeing vitamins, minerals and supplements, tea, coffee, breakfast cereal, cleaning agents, water and air purifiers, pet food, toothpaste, beauty products, and personal care. Unilever is the largest producer of soap globally, and its products are available in around 190 countries.
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