Marketers are being held back commercially and creatively because of fear of backlash.

Speaking at the Creative Equals Rise conference, Eleanor Thornton-Firkin, Head of Creative Excellence, at Ipsos and Samira Brophy, Senior Director of Creative Excellence at Ipsos, sparked a debate on the impact of fear of backlash and the myths surrounding culture wars.

Brophy explained: “As a marketing community we are terrified of backlash.” Explaining the challenge of these fears and the rise of narratives surrounding ‘pinkwashing’, she reminded the audience that as organizations and individuals, we are increasingly afraid. “Marketers are people too, we are all scared,” she added.

According to research from Ipsos, there has been a 107% increase in people agreeing they are scared to speak out about equality because of what people might think, since 2017. “If we want to create a more loving and inclusive marketing industry we have to address this fear,” added Brophy.

Photo credit: Bronac McNeill

According to data from Ipsos, over half (57%) of consumers think that brands should talk about diversity and inclusion. “You have permission to make a difference,” explained Thornton-Firkin.

Yet despite this fact, the narrative of ‘go woke and go broke’ has continued to gain traction. Ipsos data shows that over half of 16 to 24 year olds thought being woke was a compliment in 2020 but that number has since declined. Thornton-Firkin highlighted that gender in particular has become an increasingly divisive topic.

The speakers urged the audience to look beyond the myths surrounding cancel culture. They pointed to research showing that when you talk to people about what constitutes success in real life, they talk about treating people well. Yet when you have that same conversation about success online it is more focused on driving attention and hate. In essence, people don’t naturally seek to criticize each other.

In line with this sentiment according to Ipsos research, 61% of consumers in 2023 agree that politicians invent or exaggerate culture wars.

Sharing research the duo examined the shifting expectations when it comes to inclusive portrayal. Currently, stereotypical portrayal of women continues to dominate advertising. With 30% of women being shown as a wife or girlfriend, 27% as mum or grandmother and just 18% as a professional.

The statistics underline that women continue to be depicted in relation to others and through a stereotypical lens. However, according to Ipsos, a more progressive portrayal of women is good for business with a 32% brand sales lift and a 33% uplift in brand equity.

Brophy reassured the audience that not all brands need to go straight to activism. "Joy is a brilliant way to access inclusion,” she explained, adding: “Go woke, you won’t go broke.”

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