Voices of the future: beyond visual diversity and inclusion

Diversity and inclusion remains a hot topic in our industry, and rightly so, as it shapes the way we interact, work, and communicate. 

The UK’s rich tapestry of cultures and communities is a testament to the vibrancy that diversity brings. Yet, there remains an undercurrent of uniformity that stifles the true expression of our nation's people and voices. 

Accent discrimination is a pervasive issue that often goes unnoticed, yet it significantly impacts individuals' lives and careers.

As we look to the future of advertising, we must continue to push the boundaries of diversity and inclusion by embracing intersectionality. It's all about shaking up the stories we tell in our ads to truly reflect everyone's reality.

The UK’s rich tapestry of cultures and communities is a testament to the vibrancy that diversity brings.

Visual media is becoming increasingly diverse. Brands are realising it’s no longer a nice-to-have, as 88% of consumers say DE&I is important to them, and 46% would be likely to boycott a brand that doesn’t take DE&I seriously. 

 These damaging stereotypes see us living in a culture where audible difference is a disadvantage and sameness is celebrated.

However, as we progress forward, the predominant focus on visual elements of diversity means that some aspects of everyday discrimination are going unchecked. Accent discrimination is a pervasive issue that often goes unnoticed, yet it significantly impacts individuals' lives and careers.

Recent research has highlighted a concerning trend: two-thirds of people in the UK feel compelled to alter their accents to blend in or to be taken more seriously. This phenomenon isn’t just about personal insecurity; it’s a reflection of societal bias.

Two-thirds of people in the UK feel compelled to alter their accents to blend in or to be taken more seriously.

Our research into accent discrimination revealed unsettling stereotypes: individuals with a Birmingham accent are often perceived as less educated, while those with a Liverpool accent are deemed less trustworthy compared to those speaking with a Received Pronunciation accent. On top of this, there is an abundance of courses, schools, and social content actively teaching people how to ‘soften’ their accent to be seen as a better candidate for a job, the right person for promotion, or a better fit in a social setting.

Advertising plays a significant role in fostering a more inclusive, kind society, yet the full breadth of channels at our disposal is yet to be fully harnessed.

Whilst this is a less talked-about issue within the DE&I landscape, its implications are profound as they touch upon the very essence of our identity and the right to be accepted as we are. These damaging stereotypes see us living in a culture where audible difference is a disadvantage and sameness is celebrated.

Since the inception of its Real Beauty campaign in 2004, Dove has continued to promote confidence among women regardless of their age, size, or ethnicity.

It's easy to understand why the predominant focus is on visual media. Using visual cues enables brands to easily show their commitment to DE&I, while audio channels are deprioritised.

Brands seen as ‘best in class’ in the DE&I space prioritise visual representation of diverse groups. Dove is universally acknowledged for its commitment to diversity and inclusion. Since the inception of its Real Beauty campaign in 2004, the brand has continued to promote confidence among women regardless of their age, size, or ethnicity.

We have a responsibility to continue the momentum to progress how DE&I shows up in the world. 

Whilst inclusive casting that features individuals from a range of ethnic backgrounds, ages, sizes, gender identities, and abilities in ads is a positive step in the right direction, we have a responsibility to continue the momentum to progress how DE&I shows up in the world. Advertising plays a significant role in fostering a more inclusive, kind society, yet the full breadth of channels at our disposal is yet to be fully harnessed.

Channel 4 ensures that its commitment to representation and inclusivity is woven into the fabric of its day-to-day broadcasting.

Channel 4 is highly regarded for using every possible channel to promote diversity. It takes a multifaceted approach that focuses on both on-screen representation and off-screen initiatives. From programming that appeals to a culturally diverse society, to training and awards programmes to cultivate more DE&I within the industry.   

The future of DE&I must be one where we not only see diversity but also feel and hear it in every facet of our lives.

And while it has the on-screen landscape covered, featuring people from all walks of life, it’s also committed to broadcasting unique voices on audio channels. By integrating DE&I into its continuity mic strategy, Channel 4 ensures that its commitment to representation and inclusivity is woven into the fabric of its day-to-day broadcasting - helping to foster a sense of belonging and connection among viewers from all walks of life.