Young. Attractive. Thin. Able-bodied. Straight. White. Cisgender.
For decades, almost everyone who appeared in ads conformed to these traits. Marketers believed that ads showcasing “beautiful” people—by traditional standards, anyway—would compel consumers to buy their products.
But consumers today don’t want to buy from picture-perfect, homogeneous models. They want ads that reflect the real world, featuring people who look like them and reflect their lived experience.
Some brands are adjusting their marketing strategies accordingly, but they need to consider all angles.