Australia proudly stands as one of the globe's most multicultural nations, yet a significant gap persists between this societal reality and its portrayal in media and advertising. Too frequently, the representation of diverse communities feels like a superficial afterthought rather than a reflection of genuine inclusion.
The Shift from Superficial Gestures to Brand DNA
This is the very challenge that forward-thinking agencies like Brandable are tackling head-on. Tess Palmyre, the Founder of Brandable, specialises in guiding organisations to weave diversity, equity, and inclusion (DEI) into the very fabric of their brands.
She emphasises that when representation is executed with authenticity, it naturally forges a connection with people because it builds trust. However, Ms Palmyre is quick to point out that this trust cannot be manufactured overnight; it must be earned through consistent action.
"You can’t decide out of the blue that you’re going to do an inclusive campaign and expect it to just magically resonate or for people to jump on-board and trust your brand," she cautioned. For it to be effective, inclusion must be part of the brand’s DNA.
Inclusion Behind the Camera is Just as Crucial
Authentic representation is not only about who appears in front of the camera but also about who holds power behind it. As the DEI lead for the Western Australian Marketing Association (WAMA), Ms Palmyre contributed to the creation of the 2024 report A way to go, a collaborative project with Edith Cowan University (ECU).
This report was based on an ECU survey investigating the state of DEI within Western Australia's marketing and commercially creative sectors. As its title bluntly suggests, the findings indicated that while progress is being made, there is still significant room for growth and transformation.
Moving Beyond Box-Ticking to Long-Term Change
The report makes a critical distinction, stating that diversity alone is insufficient. True progress requires inclusive work environments with equitable pay, where employees feel their opinions are actively sought, heard, and valued. The key takeaway is that organisations must move past simple box-ticking exercises and commit to long-term, authentic inclusion.
Ms Palmyre offered a concrete step towards this goal: "Make sure the people making the decisions are also diverse and have the power to call things out without repercussions."
She also highlighted a common pitfall in advertising: the tendency to talk about communities rather than creating content collaboratively with them. Loosening creative control, fostering genuine collaboration, and giving consulted communities ownership over their own representation ultimately leads to more powerful and effective campaigns.
