Consumers are more conscious than ever about the brands they support. They seek authenticity, inclusivity, and relatability. Research consistently shows that accurate representation of women in advertising doesn’t just drive social progress—it also has a direct impact on business success. In fact, studies indicate that when brands authentically portray women in their marketing, sales can increase by up to tenfold.
Combined with well crafted, localized messaging, your content has the power to build brand allegiance by ensuring your values are clearly communicated to your customers.
At LAT Multilingual, a women-owned and operated company, we see firsthand how strategic multilingual marketing helps brands connect authentically with their audiences.
Why Representation Matters for Business Success
An Association of National Advertisers (ANA) study found that accurate gender representation in advertising improves consumer trust, brand reputation, and purchase intent. Younger generations, in particular, are more likely to support companies that prioritize inclusivity over outdated stereotypes.
For example, Dove’s Real Beauty campaign moved away from airbrushed perfection and instead featured real women of different backgrounds and body types. This strategy not only strengthened the brand’s emotional connection with consumers but also resulted in increased sales and brand advocacy.
However, many brands still struggle with representation. The Geena Davis Institute on Gender in Media reports that women remain underrepresented in advertising, often confined to stereotypical roles. This gap presents a significant opportunity for brands to differentiate themselves and build stronger connections with their audiences.
Cultural and Linguistic Adaptation
While representation is crucial, marketing messages must also be culturally relevant. Simply translating an ad from one language to another doesn’t guarantee engagement—true connection comes from understanding cultural nuances and adapting messaging accordingly.
For instance, an advertisement featuring a powerful, independent female protagonist might resonate well in one country but require slight adjustments in another where cultural norms around gender roles differ. Adapting messages to align with local values while maintaining the brand’s core message ensures greater impact and avoids potential misinterpretations.
Real-World Success: Brands That Got It Right
Several brands have successfully blended accurate representation with cultural adaptation, resulting in high-impact campaigns.
Procter & Gamble’s (P&G) award-winning campaign, “Like a Girl.”: Initially launched in English, the campaign was later adapted for different markets with localized messaging. The result? A campaign that not only empowered young girls but also resonated across cultures, leading to a significant increase in brand awareness and customer engagement.
Similarly, Nike has successfully implemented multilingual and culturally-adapted marketing strategies to celebrate female athletes worldwide. By featuring diverse women in sports and tailoring their messaging for various cultural markets, Nike has strengthened its position as a global leader in inclusive marketing.
Steps to Implement Inclusive and Culturally-Adapted Advertising
For brands looking to harness the power of accurate representation and cultural adaptation, here are a few key steps:
- Conduct Market Research – Understand the cultural nuances and consumer expectations in your target markets. What resonates in one region may not have the same impact in another.
- Work with Localization Experts – Collaborating with language professionals who understand both the language and the culture ensures your message remains relevant and authentic.
- Engage with Local Communities – Partnering with influencers, community leaders, and consumers from diverse backgrounds can provide valuable insights into effective representation.
- Avoid Stereotypes – Authenticity is key. Avoid outdated or overused gender stereotypes and instead showcase women in diverse roles that reflect real-life experiences.
- Test and Iterate – Use focus groups, A/B testing, and performance analytics to refine your messaging and ensure it resonates with your audience.
The Future of Inclusive Marketing
International Women’s Day serves as a powerful reminder of the impact women have in the world. Marketers have a role to play in promoting realistic images of women. The days of perpetuating outdated stereotypes are over. Consumers’ attention is solicited by so much noise, that your brand needs to be brilliant to rise above and be heard. Your message needs to strike a chord with your audience in order to resonate in our diverse marketplace. Ultimately, it makes business sense to get it right.
Ready to take your marketing to the next level? Contact us today to create impactful, inclusive campaigns that resonate with diverse audiences.
