Joanna Valente

In a world that is often youth-obsessed, and chasing younger generations’ attention spans and interests, older people are overlooked. Even worse, they are cast off as unimportant. And yet, 35 percent of the U.S. population is 50 or older, according AARP, illustrating that much of the population is being left out of crucial moments in media, advertising, and product development.

Stereotypes are still in abundance, especially when it comes to gender. For women, there are many industries, interests, and places where women aren’t seen as part of the group. Representation in the media, and creating avenues for women to equally and safely participate, is essential to bridging the gender gap for women.

The 2022 Multicultural Excellence Awards showcase and highlight campaigns that do just this. Below are some award-winning campaigns that shine a light on sustainability practices.

Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.

The best ads are ones where people feel included, represented, and part of a larger community. For the LGBTQ+ community, who haven’t been historically included (and have faced discrimination), feeling seen in mainstream media is huge.

Bounteous commissioned a study conducted by Forrester Consulting research in 2022 “to evaluate the state of digital transformation maturity and the benefits companies at varying levels of maturity have realized” through an online survey with 415 respondents and six interviews with customer digital leaders.

The holidays are a time of celebration and love — both to celebrate the people we love and to cherish the moments we have with them. Regardless of which holiday, any time we carve out a moment to be present and enjoy each other’s company is a gift — and a gift we need to do more of. The best ads don’t just try to sell stuff (and yes, every ad is selling something) but hopefully inspire us and remind us of our own humanity.

During the fall months, and during any holiday season, it’s candy’s time to shine (or maybe, better yet, melt in your mouth). Whether it’s Halloween, Dia de los Muertos, or Thanksgiving, having treats on hand can help make the holidays feel special, and more easily shared with others. It’s a small gesture, but sharing a delicious moment matters. Of course, candy and snack brands know this.

Patagonia embodies brand purpose. Now more than ever. The company’s founder made the rare decision to transfer the ownership of the company to a trust and nonprofit organization, rather than sell it for a profit, as reported by the New York Times.

Paul Flaharty, executive director of the marketing and creative practice area at Robert Half, spoke to ANA recently about the latest hiring and retention trends. The company released finding from a recent survey it conducted (How Remote Work Is Impacting Productivity: 5 Trends For Dispersed Teams - Jul 6, 2022 (roberthalf.com).

Brian Rappaport, CEO of Quan Media Group, spoke to the ANA about how OOH (out of home advertising) is a critical way for these brands to reach their target audiences, raise their brand awareness and make a big impact, often at a lower cost. Quan, which is an OOH agency, has worked with DTC brands like Casper, Zelle, Capsule, OpenTable, and FreshDirect.