Gail Heimann of Weber Shandwick: Reaching millennials takes digital diversity

One of the most prevalent themes at 2015 Advertising Week was the need for marketers and agencies to focus on diversity. Although millennials now represent the largest and most diverse generation, most marketing decisions are based on non-diverse groups. Gail Heimann president of the PR Weber Shandwick, talked about this picture in a Advertising Week panel. “There’s a paradox, 45% of millennials have a multicultural background. And if digital is the operating system of Millennials, then the digital world — if truly shaped by millennials — should be diverse” Heimann explained. Statistics show that minorities are underrepresented in digital campaigns and messages. According to Sheconomy, just 3% of advertising creative directors are women, although women make up 85% of brand purchases. “With that reality in mind, advertisers need to reshape their digital messaging because digital is the millennial language” she said. “Reaching millennials takes digital diversity.” Although 51% of surveyed marketers in a recent study from Geoscape say they have some sort of multicultural initiative in place, leadership and talent in digital and traditional marketing remains homogenous in its demographics.