Anticipated Trends in 2025 Super Bowl Advertisements, Highlighting Notable Changes in Portrayal
Embracing diverse marketing strategies has always proven beneficial for boosting business growth. By effectively implementing inclusive practices, brands can expand their customer base and cultivate a more devoted fanbase, comprised of often marginalized and overlooked demographics. The relevance of inclusive marketing has surged as our population evolves, with a growing number of individuals boasting identities traditionally considered external to the "general market."
Commencing in 2021, there's been a notable uptick in diversity and representation within Super Bowl ads, spurred by brands' responses to societal events such as George Floyd's murder in May 2020. However, starting from the summer of 2024, several brands have begun scaling back their diversity, equity, and inclusion policies, under pressure from conservative factions. This trend has persisted since President Trump's second term in office, marked by a hostile stance towards diversity and inclusion policies.
Despite these internal brand shifts, the profound impact of these policies has yet to materialize in external marketing campaigns. The Super Bowl, annually serving as a barometer for industry trends, has offered valuable insights on diversity and representation trends this year.
Trends in Inclusion in 2024's Super Bowl Ads
This year's Super Bowl ads displayed a regrettable decrease in representation of individuals with darker skin tones according to a XR Extreme Reach study. The report pointed to a 41% drop in ads showcasing individuals with dark skin compared to the 2023 Super Bowl.
As a result, ads featuring people with lighter skin tones experienced a corresponding surge, leading to an absence of Black women in the majority of advertisements other than Issa Rae, Wanda Sykes, and a few other exceptional cases.
However, the study revealed a few brands, such as Nike and Novartis, successfully representing a variety of identities, including diverse skin tones, ensuring a more inclusive canvas.
Strikingly, the analysis showed a rise in ads featuring individuals with a feminine gender expression, drawing the overall collection of campaigns closer to gender parity, with women represented in 44% of advertisements. Furthermore, the number of talents with visible disabilities more than tripled, and ads showcasing seniors increased significantly.
This year's Super Bowl advertisements signified a shift in focus towards other dimensions of diversity, moving away from prioritizing representation from a racial and ethnic perspective.
While there's no denying that substantial progress can be made in representing and uplifting those often underrepresented, it's vital to direct efforts towards the identities that directly impact existing and prospective clientele. Brands' choices have the power to shape consumer response, driving purchases from those communities whose representation and acknowledgment they champion, and deterring those who may seek out competitors more inclined to advocate for and promote their identities.
As brands shift their focus to different dimensions of diversity in their Super Bowl advertisements, it remains to be seen how this will influence consumer behavior towards these brands, particularly impacting communities represented and overlooked as a consequence.
- The study also highlighted a shift in the Super Bowl ads towards representing individuals with diverse gender expressions, leading to a rise in ads featuring individuals with a feminine gender expression, nearly reaching gender parity.
- With the Super Bowl 2025 approaching, it's essential for brands to consider the impact of their marketing strategies on seniors, as the report showed a significant increase in ads showcasing seniors this year.
- Brands like Nike and Novartis have exemplified successful inclusive marketing by representing a variety of identities, including diverse skin tones, which is essential for appealing to a broader and more diverse audience.
- Embracing diverse marketing strategies, including XR extreme research, can help brands like Wanda's company understand the changing trends and adapt their marketing efforts to better represent and appeal to their target audience.
- By prioritizing representation and inclusion in their marketing, brands can ensure that they are connecting with a wider customer base, including often overlooked demographics like seniors, and ultimately boosting their business growth.
