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Associate Director, Social Media, VML
Diversity and inclusiveness have become major issues in the advertising industry in recent years, both for audiences and within its own ranks. eMarketer’s Alison McCarthy spoke to God-is Rivera, associate director of social media at digital marketing and advertising agency VML, about how brands approach diversity and how social media can support that.
eMarketer: Do you find that brands are increasingly looking to reflect diversity in their messaging, or is it generally an afterthought?
Rivera: I’ve been working in marketing for about a decade, and in that timespan there has been a major shift in how brands are approaching diversity. I think they’re realizing that they need to reflect and reach all of their customers, not just some of them—though there is still a lot of work to be done.
Internet Users in Europe* Who Use a Digital Banking Service, by Demographic, Q3 2017 (% of respondents in each group)
Extent to Which US Internet Users Would Like to Go Viral on Social Media*, by Demographic, Dec 2017 (% of respondents in each group)
Consumers in Peru Who Plan to Purchase Christmas Gifts, by Demographic, Dec 2017 (% of respondents in each group)
Smartphone Owners in Brazil Who Use Primarily App-Based Paid* Subscription Entertainment Services on Their Smartphone, by Demographic, Nov 2017 (% of respondents in each group)
Internet Users in Canada Who Prefer to Shop In-Store. vs. Digitally, by Demographic, Aug 2017 (% of respondents in each group)
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