Christina Knight | Directora Creativa, Uknight, Suecia

The future of advertising: diversity is key

Since the beginning of advertising, communication has most often been created by white guys talking to white guys about white guys. Even today, in modern times, our industry is dominated by white middle- or upper class men, exposing an obvious imbalance when it comes to gender, class and age as well as ethnicity. This has dire consequences for brands, clients, agencies and consumers, as advertising does not mirror or represent reality and therefore loses relevance and risks profitability. Christina Knight talks about diversity being the key for the future of advertising and gives examples of and ideas on how to drive this change.