Avoid the sadness trap.
Where there is a “diversity dividend,” we see it driven strongly by a jump in positive emotion - the proportion of viewers of each ad who say it makes them feel happiness.
Some diverse ads fall flat because they create too much unresolved negative emotion for the diverse group they are aimed at. Negative emotion in ads is a powerful tool - if you create it and resolve it you have an ad which is more memorable and powerful for taking its audience on an emotional journey.
However, when you raise a challenging situation in an ad, it can be far more difficult to resolve sadness among those who do face those issues. Brands must be mindful of this “sadness trap” when showcasing diverse lives and problems. The balance between empathy, education and entertainment is a tricky one to master.
Example: Etsy – “Shiori”