More than faces: why superficial diversity undermines global connection

The pressure to ‘do DEI right’ can sometimes lead to a checklist approach. One of each, please. The result? Global campaigns that feature a seemingly perfect, algorithmically balanced mix of identities – different races, abilities, genders, all coexisting in a sanitized, context-free environment. Think of a generic tech ad: five friends of varying backgrounds enjoying a picnic, the product inconspicuously present. But who are they? What are their stories? What cultural world do they inhabit? Often, these details are absent.

 

When diversity is treated as an assembly instruction rather than a reflection of nuanced human reality, it becomes performative. It’s a visual nod, an optical illusion of inclusion that lacks the soul of genuine storytelling.

 

This superficiality doesn’t go unnoticed. Audiences worldwide, increasingly media-savvy and attuned to authenticity, crave truth, not just carefully curated optics. A campaign that feels manufactured, where diverse individuals seem placed into a scene rather than organically belonging to it, fails to build the deep emotional connection that underpins brand loyalty. Far from fostering engagement, such missteps can breed skepticism and indifference. Worse still, they risk igniting anger and backlash that can inadvertently harm the very communities the brand aimed to champion.

The core challenge in global representation is that ‘diversity’ itself is not a static concept. What constitutes meaningful representation, and how it's perceived, varies dramatically from culture to culture. Local insight isn't just helpful here; it's crucial.

 

Navigating global campaigns with inclusive representation requires a deep understanding that 'diverse' itself is interpreted through unique cultural lenses.

 

In regions with more conservative societal norms, or where certain identities (like LGBTQ+ individuals, interracial couples, or gender-nonconforming people) have historically had limited visibility in mainstream media, introducing such representation demands exceptional sensitivity and strong narrative grounding.

 

Without this, even well-intentioned efforts can be perceived by some as disconnected from local lived experiences or appear as an uncontextualized imposition, potentially leading to audience disengagement or criticism – not necessarily due to outright animosity, but from a perceived lack of cultural fluency in the storytelling.

 

For instance, a global Pride Month campaign, if deployed as a single, unaltered creative across all markets, might be deeply relevant in one region but could be received as jarringly out of context or tone-deaf in another if the narrative isn't attuned to local conversational nuances. The challenge isn't whether to represent, but how to do so in a way that is both authentic to global brand values and genuinely meaningful within each specific cultural context. 

 

In markets like Western Europe (think France, Germany, the UK), consumers are often hyper-aware of performative gestures. Over-representation, especially if it feels forced or like a brand is trying too hard to tick diversity boxes without substance, is frequently called out as ‘virtue signaling’ or marketing opportunism. Younger, more media-savvy audiences, in particular, look for authenticity and will critique ‘diversity washing’ – when a brand’s advertising champions inclusion but its corporate practices (hiring, leadership, supply chains) don’t reflect the same commitment.

 

In some parts of East Asia (like China, Japan, and South Korea), the primary axes of representation in media might not revolve around race or gender identity in the same way they do in many Western markets. Instead, local campaigns might focus more on representing diverse social roles, class dynamics, age groups, or leverage the immense influence of local celebrities and influencers to connect. Western-centric diversity tropes, if applied without understanding these local priorities, can come across as confusing, irrelevant, or simply fail to engage. Using a predominantly Western-looking cast to promote a global lifestyle product in Asia, without any meaningful local contextual anchors, is a common misstep that leads to poor engagement.

 

Across all markets, representation – even with the best intentions – is poorly received when it isn’t thoughtfully integrated. If it doesn’t genuinely tie to the brand’s values or the product’s story, if it feels like diversity was sprinkled on after the core idea was baked, or if the portrayal lacks emotional depth or cultural specificity, it will likely miss the mark.

So, what elevates representation from a token gesture to a meaningful connection? It begins by moving beyond on-screen casting decisions and looking deeper.

 

True inclusion is significantly shaped by who is behind the camera and in the creative and strategic rooms. When diverse voices and perspectives are involved in the conception and creation of a campaign, authenticity is far more likely to be an organic outcome, not an afterthought. These teams bring lived experiences and nuanced cultural understanding that can pre-empt tokenism.

 

This is where the critical role of cultural consultants and in-market creatives comes into play – a core part of how we at RWS Small World Studio approach global campaigns. Our in-market specialists frequently report back during cultural consultations about global campaign elements featuring excessive, erratic, or superficial representation that feels disingenuous to local audiences. These insights are invaluable for course-correcting before a campaign causes damage.

 

Critically, representation feels authentic when it:

It’s crucial to underscore that adapting for cultural relevance and local nuance should never be conflated with compromising or 'localizing' core brand values, such as a genuine commitment to diversity and inclusion. True global brands strive to uphold their foundational principles consistently across all markets. The art lies in thoughtfully tailoring the narrative expression and execution of these values to foster genuine understanding and create authentic connections within each unique cultural context, not in diluting the values themselves.

The most impactful global campaigns achieve representation that feels entirely natural. The key is to ensure representation emerges organically from the narrative, not retrofitted into it.

 

Instead of asking ‘How can we add diversity to this ad?', the focus should shift to: 'Does this representation feel authentic to the world we're creating, or does it come across as merely a quota filled?' – characters shouldn't feel 'placed-in' to tick a box; they should feel 'lived-in,' existing believably within the narrative universe, whether their specific identity characteristics are central to the plot or simply part of who they are.

 

Consider Apple's 'The Greatest' (2022), which showcased accessibility features by centering users with disabilities. The representation was inherent to the product's functionality and the deeply human stories being told. It wasn't about showcasing disability for optics; it was about demonstrating product value through authentic user experiences. Similarly, Nike’s powerful campaigns in the Middle East have often spotlighted local female athletes, not just as faces but as voices, telling their own stories in their own environments, which fosters a much deeper connection.

The path to impactful global representation isn't paved with quotas or superficial gestures. In a world rightly wary of tokenism and demanding authenticity, brands face a clear choice: risk irrelevance with generic 'global sameness,' or build profound, lasting connections by embracing genuine cultural nuance and local insight.

 

This isn't about shying away from bold, inclusive narratives. It’s about ensuring those narratives are told with respect, intelligence, and a deep understanding of the diverse humans they aim to reach. It's about recognizing that true brand strength and loyalty are forged not by performative acts that chase fleeting approval, but by a principled commitment to authentic representation that resonates deeply and builds enduring trust. This is where principled action and smart business converge.

 

The future of successful global branding lies in developing adaptive playbooks, not rigid templates – empowering local markets with the strategic guidance and creative freedom to interpret core brand values through stories and faces that are genuinely meaningful in their specific context. This requires a commitment to listening, learning, and collaborating with in-market creative talent and cultural consultants.

 

Ultimately, moving beyond visual checklists to create representation that is lived-in, narratively justified, and culturally fluent isn't just better marketing – it’s how brands will build sustainable global value and truly connect with everyone, everywhere.