Advertising is a powerful tool that can shape how people view products, brands, and people. Unfortunately, stereotypes and racial tropes often make their way into ad creative, regardless of intent. These biases can perpetuate harmful and inaccurate ideas about different groups, including Black women. In recent years, companies such as Bob Evans Farms have taken steps to eliminate these biases and promote more diverse and inclusive advertising.
Stereotypes and Racial Tropes in Advertising Creatives
Ad creative is not immune to biases and stereotypes. Often, advertisers rely on easy-to-digest tropes and stereotypes to appeal to audiences. For example, black women are often portrayed as the “angry black woman” or the “sassy black friend.” These portrayals can be harmful and contribute to the marginalization of black women in society.
Bob Evans Farms’ Efforts to Combat the Issue
One company that is taking a stand against these stereotypes is Bob Evans Farms. In a recent meeting with an agency presenting talent selection for a light-humor TV spot centered around a Black woman security guard character named Thyme Hill, SVP and CMO of Bob Evans Farms, spoke up and asked the agency if there was anything they could do to not fall into the trap of the “angry Black woman” persona when selecting talent for advertising.
Thyme Hill speaks out on avoiding stereotypes
Hill’s question highlighted the importance of avoiding harmful stereotypes and promoting inclusivity in advertising. She recognized that it is hard to feel certain that the right decisions are being made if there is no system and structure in place that relies on data rather than gut feel and luck.
The Importance of Having a Data-Driven System in Place
To eliminate biases and promote diversity, companies need to have a data-driven system in place that can help them identify and avoid stereotypes in their ad creative. Bob Evans Farms recognizes the importance of this and has taken steps to implement such a system.
Creation of a global DEI (Diversity, Equity, and Inclusion) Council
Shortly after George Floyd’s murder in May 2020, Post Holdings, the owner of Bob Evans Farms, created a global DEI council to foster behavioral and structural inclusion across its many different businesses. The council is made up of executives from across Post’s portfolio, including Bob Evans Farms, Weetabix, and Post Consumer Brands.
The Challenge of Finding Technology to Help Root Out Unconscious Bias
Finding technology to help root out unconscious bias from ad creative proved more challenging than anticipated. There are many AI tools available that can help with detecting bias in language, but few can analyze ad creative effectively.
Difficulty in finding the right solution
Bob Evans Farms tried several different solutions before settling on X_Stereotype, an AI tool that uses natural language to identify and avoid bias in marketing. The tool had several advantages over other solutions, including its accuracy and ease of use.
X_Stereotype and Its Benefits
X_Stereotype is an AI tool that analyzes ad creative for stereotypes and biases. It does this by using natural language processing and machine learning algorithms to detect problematic language and imagery.
An early read on how an idea will land.
One of the benefits of using X_Stereotype is that it allows advertisers to get an early read on how an idea will be received. This means that they can make changes and edits based on data before they even go into production.
The ability to make changes and edits based on data
X_Stereotype’s ability to make changes and edits based on data is crucial for promoting inclusivity and diversity in advertising. By rooting out unconscious bias in ad creative, companies like Bob Evans Farms can create a more diverse and representative portrayal of people from different backgrounds.
Advertising is a powerful tool that can shape how people view products, brands, and people. Unfortunately, stereotypes and racial tropes often make their way into ad creative, regardless of intent. Companies like Bob Evans Farms recognize the importance of promoting diversity and inclusivity in advertising and are taking steps to root out unconscious bias from their ad creative. With the help of tools like X_Stereotype and a data-driven system, we can create a more diverse and representative portrayal of people from different backgrounds in advertising.