Unilever is urging the marketing industry to show more “progressive” portrayals of people in ads after finding that while strides have been made to eliminate harmful and regressive stereotypes the industry is failing to show people in forward-looking roles.

The call comes as Unilever looks to “supercharge” its Unstereotype initiative, which it launched in 2016 with the aim of eradicating stereotypes in advertising. Aline Santos, executive vice-president of global marketing and global head of diversity and inclusion at Unilever, believes the industry needs to “work harder” to be more representative.

“Our industry has worked hard to remove harmful stereotypes and must continue to do so. But this agenda is about more than removing harmful stereotypes. We must work harder to be more representative and inclusive in our portrayals of all people, considering not only gender, but other dimensions such as race, class, language, sexuality,” she explains.

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