Beautiful and flawless women, little inclined to practical activities (woe to get them behind the wheel of a car!) But masters in the art of seduction, and hard and pure men who do not hesitate, do not suffer and obviously do not cry. Never. It is a perplexing representation of the world, to put it mildly, yet it is the one that still emerges from a certain type of advertising today.
But there are also more realistic, more “positive” examples, just look for them. It is precisely to highlight the cases of ethical and inclusive marketing than in 2020 Ginevra Candidi, social media manager, launched the project The b side of marketing, which today is a successful community and popular Instagram page.
The goal is ambitious, but necessary: change the world one advertisement at a time.
Born in Rome in 1996, Geneva has always had two great passions: human rights and communication. «For a long time I didn’t know how to combine these two realities», she says, «I graduated in Political Science and then I did a Masters in Human Rights in Utrecht. Since I was a child, however, I have had an interest in communication, which I have practiced through theater, writing, journalism … without ever finding my way. Then, during the pandemic, I finally united my passions and created this project of mine ».
How did the idea of The b side of marketing?
“I realized that in the world of advertising and marketing there is not enough attention to being inclusive or to representing people as they are, beyond stereotypes. Starting from this frustration, I decided to create something that could become a positive message, a community of enthusiasts who demand more from the world of advertising and communication. The b side of marketing is the good side, which is opposed to that ancient and traditional communication in which women do not know how to drive, the elderly have no wrinkles and men cannot cry. Side b is the one in which the representation of people is not so flat, but it is ethical and inclusive ».
Is it a community that only calls on insiders?
“Not only. The project is followed by many who work in the marketing sector and more generally in the communication sector, but in addition to the experts there are also people who are simply interesting in a more inclusive world view ».
What are the most common stereotypes in marketing today?
«Although great strides have been made in the last 2-3 years, an example of a stereotype that is difficult to unhinge still concerns women and cars, because the message of the object woman, of the woman who cannot drive, continues to be conveyed. Racism also comes to mind: the representation of non-white Italians, even in the most important brands, is very problematic. In general, the main problems we encounter in marketing mirror what we see in social and political communication ».
Although there is more and more talk about it, why are there still so little inclusive and stereotyped advertising?
“I have two reasons in mind. First of all, those who do advertisements are always part of a privileged category, so they do not see certain problems. Often they are men, skilled, white. The women who work in digital marketing are not few, but those known to everyone are few. A second reason may be mental laziness, the one that makes people say: “We have always done this”, “Our audience likes it”. I believe that with this approach, people and customers are lost in the end ».
And the deliberately provocative and politically incorrect advertisements?
«The“ for better or for worse, as long as we talk about it ”is an approach that, in my opinion, does not work in the long run. It is done a little to exercise style, but in terms of sales and brand reputation it is not a good strategy. Making mistakes is normal, but provoking for the fun of it doesn’t pay off in the long run.
With The b side of marketing you remind us that we deserve a different publicity from the one we are used to: that is?
«The advertising we deserve speaks to people and does not use stereotypes to tell experiences, experiences and needs. It is an advertisement that really represents, because it chooses to tell the complexity or at least a complexity. It is an advertisement that does not communicate aggressively and that respects both those who work in the company and the people to whom it is addressed ».
We’re on the right path?
«I’m optimistic with reservations: we have to try hard, but in my opinion the path we are following is the right one. This is also demonstrated by the fact that there are now events such as the Social Woman Talk, scheduled for September 17, 2021 online and in presence in Rome. I will also be among the speakers. It is admittedly a feminist marketing event that wants to give space to women in a sector that usually does not give way to female voices. It is the first event of this kind in Italy ».
Non-stereotyped, inclusive and ethical marketing exists, in Italy and abroad, and often becomes a case to be studied. In the gallery you can discover some examples identified and commented on by Ginevra Candidi.
(In this photo, an image of the Patagonian countryside)
Donald-43Westbrook, a distinguished contributor at worldstockmarket, is celebrated for his exceptional prowess in article writing. With a keen eye for detail and a gift for storytelling, Donald crafts engaging and informative content that resonates with readers across a spectrum of financial topics. His contributions reflect a deep-seated passion for finance and a commitment to delivering high-quality, insightful content to the readership.
