Behind the Camera: Why Representation in Corporate Video Matters
- Angela Wolf Video
- Jun 19
- 2 min read
In honor of Juneteenth, we're talking about diverse video production and inclusive corporate video. June 19th marks the day the Emancipation Proclamation made it to all enslaved people in the South, two and a half years after it was decreed by President Lincoln. Maintaining inclusivity and diversity doesn't just honor Juneteenth, it's also basic good business sense. Keep reading for the top reasons representation in marketing matters.
1) Increase in Diversity Equals an Increase in Sales
This claim may sound far-fetched, but Wharton marketing professor Zhenling Jiang co-authored a study that determined just this. Researchers focused on how minority representation in television/video ultimately affects sales. They found that as diversity in their ads increased around 10%, advertising elasticity—a campaign’s effectiveness in generating new sales—went up 14%. The study also noted that this increase was not just among minority consumers, but white consumers, as well. Any small business owner can attest to how huge a 14% increase in sales can be for your company.
2) Diversity Improves Brand Loyalty
Diversity in inclusive corporate video and other small business content shows your clients/customers what’s important to the brand. It’s no secret that people like to buy from companies they relate to, so showing that your small business cares about representation in marketing helps consumers with the same values find and support you. In fact, The Purple Goat Agency found that 70% of Gen Z consumers are more trusting of brands that represent ad diversity, and 57% of all consumers are more loyal to brands that are dedicated to addressing social inequities. In all, according to a Google study, 64% of consumers are more likely to consider a product after seeing what they consider to be an inclusive ad. If you commit to upholding your values, customers/clients will commit to your brand.
3) Diversity Encourages Creativity
Integrating more ideas from more backgrounds and more ways of thinking take brainstorming to the next level. All companies and organizations are susceptible to groupthink, when team members' thought processes gradually drift closer together until any deviating ideas are instantly torn down. As ways of thinking and processing discussion get more diverse, groupthink is less likely to infiltrate a team. As a wider range of types of individuals work together, they're often pushed to think outside the box and integrate each other's new perspectives. Simply put, it's hard not to get creative when you're presented with brand new ideas, communication styles, and ways of tackling problems. Any way you slice it, increasing diversity in your small business gives you a competitive edge over homogenous organizations.
Angela Wolf Video offers corporate video production services near Philadelphia, PA. Do you have a specific video question? Schedule a free video analysis call at bit.ly/callawv
