Op-Ed

Diversity in the Age of ‘Total Market’ Advertising

Published

11 years ago

February 16, 2015

By Valerie Graves
NNPA Columnist

As I joined fellow advocates of advertising diversity in ringing the opening bell at the NASDAQ exchange recently, I couldn’t help thinking that our industry, a trendsetter in so many areas, is bringing up the rear when it comes to diversity.

Sure, there are terrific initiatives such as I’mPART (to Promote, Attract, Retain and Train diverse employees in advertising) from The Advertising Club of New York, and the industry coalition, ADCOLOR, have made valuable strides by providing support to educational diversity programs and creating a vibrant community where advertising and marketing communications professionals of color can see others like themselves succeeding.

There have also been longtime efforts like The Multicultural Advertising Intern Program from the American Association of Advertising Agencies (4A’s) have been churning out quality entry-level candidates for decades.

Yet, after many years and some committed efforts, the participation of African Americans and Hispanics at the professional level in the industry hovers around 6 percent, woefully short of reflecting America’s changing demographics or our importance as consumers. As the Census Bureau reported, “All in all, minorities, now 37 percent of the U.S. population, are projected to comprise 57 percent of the population in 2060… The total minority population would more than double, from 116.2 million to 241.3 million over the period.”

The hottest topic in the ad industry is something called Total Market Advertising, which is intended to broaden a brand’s communications to include the country’s growing minority populations. This often takes the form of inclusive-looking ads and commercials, cast with a racial rainbow that does indeed look more like the real America than the euphemistic “general market” advertising of the past.

But let’s be totally honest about Total Market Advertising as it currently exists. Perhaps it should be renamed “Total Budget Advertising,” an attempt by powerful agencies to maintain financial control as the country heads toward becoming majority minority. It is a brazen move to re-capture the meager budgets allotted to multicultural agencies by claiming that they are now unnecessary.

Consequently, traditional African American agencies, in particular, are struggling to find their role in this new landscape. In the brave new world of Total Budget, er, Total Market Advertising, ethnic insights are taken into consideration from the start of the process, planners and creatives are equipped with the tools they need to create inclusive, effective advertising, and all is right with the world.

The trouble is that this approach is a lot like describing an elephant to someone who has never seen one, then asking them to draw a picture. Some things have to be experienced to be totally understood, and I maintain that culture is one of them. To speak to Black and Hispanic people most effectively, the advertising industry needs a wealth of Black and Hispanic advertising professionals, something that is still sorely lacking.

Over the course of a long career spent working in both “general” and multicultural agencies, I have occasionally been asked, “Haven’t we gotten to the point where people are just people?” Too often, I suspect the questioner was really hoping we had gotten to the point where people are just White people. The undeniable answer is that people are certainly just people, but culture is still culture. African American culture is different from White American culture. Culture is not taught; it is experienced, felt and known.

No one understands African American culture like an African American. Or Hispanic culture like a Hispanic American. The closest thing to an exception is that African Americans have spent centuries living in a culture where understanding how White Americans think and feel often held the key to our survival. We lived in their homes, raised their children, cooked their food and anticipated their needs and desires in a way that society never required them to reciprocate.

So-called “Total Market” advertising messages too often originate in creative departments dominated by tattoo-ed hipster White guys and female Lena Dunham wannabes. There is a lot of research to prove that they are not as effective as targeted communications largely created by people of color and/or culture.

Even when ads include us, it is important to know the nuances of how people of color see ourselves and how we wish to be seen, and who knows that better than a person of color? When the object is to affect our buying behavior by making a genuine cultural connection, we are even more essential.

As I rang that bell to open the NASDAQ exchange, I glanced around at my ad industry colleagues. In a group of 21, there were five African Americans, a vast improvement over the years when I almost always found mine to be the only Black face in the crowd. Still, there is also vast room for improvement, and the increase in our presence in the general industry should not come at the expense of multicultural agencies.

Valerie Graves is a nationally recognized, award-winning advertising executive with more than 25 years of experience developing campaigns for African American, urban, female and general market consumers. She is president of Valerie Graves Creative.

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Reporter II

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Related Topics:Advertising diversity diversity in advertising Valerie Graves

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Advice

COMMENTARY: If You Don’t Want Your ‘Black Card’ Revoked, Watch What You Bring to Holiday Dinners

From Thanksgiving to Christmas to New Year’s Day, whether it’s the dining room table or the bid whist (Spades? Uno, anyone?) table, your card may be in danger.

Published

3 days ago

December 14, 2025

Oakland Post

The ‘aunties’ playing cards. iStock photo by Andreswd.

By Wanda Ravernell
Post Staff

From the fourth week of November to the first week in January, if you are of African descent, but particularly African American, certain violations of cultural etiquette will get your ‘Black card’ revoked.

From Thanksgiving to Christmas to New Year’s Day, whether it’s the dining room table or the bid whist (Spades? Uno, anyone?) table, your card may be in danger.

It could take until Super Bowl Sunday for reinstatement.

I don’t know much about the card table, but for years I was on probation by the ‘Aunties,’ the givers and takers of Black cards.

How I Got into Trouble

It was 1970-something and I was influenced by the health food movement that emerged from the hippie era. A vegetarian (which was then considered sacrilegious by most Black people I knew) prepared me a simple meal: grated cheese over steamed broccoli, lentils, and brown rice.

I introduced the broccoli dish at the Friday night supper with my aunt and grandfather. She pronounced the bright green broccoli undone, but she ate it. (I did not, of course, try brown rice on them.)

I knew that I would be allowed back in the kitchen when she attempted the dish, but the broccoli had been cooked to death. (Y’all remember when ALL vegetables, not just greens, were cooked to mush?)

My Black card, which had been revoked was then reattained because they ate what I prepared and imitated it.

Over the decades, various transgressions have become normalized. I remember when having a smoked turkey neck instead of a ham hock in collard greens was greeted with mumblings and murmurings at both the dining room and card tables. Then came vegan versions with just olive oil (What? No Crisco? No bacon, at least?) and garlic. And now my husband stir fries his collards in a wok.

But No Matter How Things Have Changed…

At holiday meals, there are assigned tasks. Uncle Jack chopped raw onions when needed. Uncle Buddy made the fruit salad for Easter. My mother brought the greens in winter, macaroni salad in summer. Aunt Deanie did the macaroni and cheese, and the great aunts, my deceased grandmother’s sisters, oversaw the preparation of the roast beef, turkey, and ham. My father, if he were present, did the carving.

These designations/assignments were binding agreements that could stand up in a court of law. Do not violate the law of assignments by bringing some other version of a tried-and-true dish, even if you call it a new ‘cheese and noodle item’ to ‘try out.’ The auntie lawgivers know what you are trying to do. It’s called a menu coup d’état, and they are not having it.

The time for experiments is in your own home: your spouse and kids are the Guinea pigs.

My mother’s variation of a classic that I detested from that Sunday to the present was adding crushed pineapple to mashed sweet potatoes. A relative stops by, tries it, and then it can be introduced as an add-on to the standard holiday menu.

My Aunt Vivian’s concoctions from Good Housekeeping or Ladies’ Home Journal magazine also made it to the Black people’s tables all over the country in the form of a green bean casserole.

What Not to Do and How Did It Cross Your Mind?

People are, of all things holy, preparing mac ‘n’ cheese with so much sugar it tastes like custard with noodles in it.

Also showing up in the wrong places: raisins. Raisins have been reported in the stuffing (makes no sense unless it’s in a ‘sweet meats’ dish), in a pan of corn bread, and – heresy in the Black kitchen – the MAC ‘n’ CHEESE.

These are not mere allegations: There is photographic evidence of these Black card violations, but I don’t want to defame witnesses who remained present at the scene of the crimes.

The cook – bless his/her heart – was probably well-meaning, if ignorant. Maybe they got the idea from a social media influencer, much like Aunt Viv got recipes from magazines.

Thankfully, a long-winded blessing of the food at the table can give the wary attendee time to locate the oddity’s place on the table and plan accordingly.

But who knows? Innovation always prevails, for, as the old folks say, ‘waste makes want.’ What if the leftovers were cut up, dipped in breadcrumbs and deep fried? The next day, that dish might make it to the TV tray by the card table.

An older cousin – on her way to being an Auntie – in her bonnet, leggings, T-shirt, and bunny slippers and too tired to object, might try it and like it….

And if she ‘rubs your head’ after eating it, the new dish might be a winner and (Whew!) everybody, thanks God, keeps their Black cards.

Until the next time.

Oakland Post

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Alameda County

Seth Curry Makes Impressive Debut with the Golden State Warriors

Seth looked comfortable in his new uniform, seamlessly fitting into the Warriors’ offensive and defensive system. He finished the night with an impressive 14 points, becoming one of the team’s top scorers for the game. Seth’s points came in a variety of ways – floaters, spot-up three-pointers, mid-range jumpers, and a handful of aggressive drives that kept the Oklahoma City Thunder defense on its heels.

Published

2 weeks ago

December 4, 2025

Oakland Post

Seth Curry is a point guard on the GSW team.Photo courtesy of the Golden State Warriors.

By Y’Anad Burrell

Tuesday night was anything but ordinary for fans in San Francisco as Seth Curry made his highly anticipated debut as a new member of the Golden State Warriors. Seth didn’t disappoint, delivering a performance that not only showcased his scoring ability but also demonstrated his added value to the team.

At 35, the 12-year NBA veteran on Monday signed a contract to play with the Warriors for the rest of the season.

One of the most memorable moments of the evening came before Seth even scored his first points. As he checked into the game, the Chase Center erupted into applause, with fans rising to their feet to give the newest Warrior a standing ovation.

The crowd’s reaction was a testament not only to Seth’s reputation as a sharpshooter but also to the excitement he brings to the Warriors. It was clear that fans quickly embraced Seth as one of their own, eager to see what he could bring to the team’s championship aspirations.

Warriors’ superstar Steph Curry – Seth’s brother – did not play due to an injury. One could only imagine what it would be like if the Curry brothers were on the court together. Magic in the making.

Seth’s debut proved to be a turning point for the Warriors. Not only did he contribute on the scoreboard, but he also brought a sense of confidence and composure to the floor.

While their loss last night, OKC 124 – GSW 112, Seth’s impact was a game-changer and there’s more yet to come. Beyond statistics, it was clear that Seth’s presence elevated the team’s performance, giving the Warriors a new force as they look to make a deep playoff run.

Oakland Post

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Activism

Essay: Intentional Self Care and Community Connections Can Improve Our Wellbeing

At the deepest and also most expansive level of reality, we are all part of the same being, our bodies made from the minerals of the earth, our spirits infused by the spiritual breath that animates the universe. Willingness to move more deeply into fear and pain is the first step toward moving into a larger consciousness. Willingness to move beyond the delusion of our separateness can show us new ways of working and living together.

Published

2 months ago

October 27, 2025

Oakland Post

Lorraine Bonner is a retired physician. She is also a sculptor who works in clay, exploring issues of trust, trustworthiness and exploitation, as well as visions of a better world.

By Dr. Lorraine Bonner, Special to California Black Media Partners

I went to a medical school that was steeped in the principles of classical Western medicine. However, I also learned mindfulness meditation during that time, which opened me to the multifaceted relationship between illnesses and the interconnecting environmental, mental and emotional realities that can impact an individual’s health.

Therefore, when I began to practice medicine, I also pursued training in hypnosis, relaxation techniques, meditation, and guided imagery, to bring a mind-body focus to my work in medical care and prevention.

The people I saw in my practice had a mix of problems, including high blood pressure, diabetes, and a variety of pain issues. I taught almost everyone relaxation breathing and made some general relaxation tapes. To anyone willing, I offered guided imagery.

“My work embraced an approach to wellness I call “Liberatory Health” — one that not only addresses the treatment and management of disease symptoms but also seeks to dismantle the conditions that make people sick in the first place.”

From my perspective, illness is only the outermost manifestation of our efforts to cope, often fueled by addictions such as sugar, tobacco, or alcohol, shackled by an individualistic cult belief that we have only ourselves to blame for our suffering.

To put these ideas into practical form, I would quote the immortal Mr. Rogers: “Find the helpers.” There are already people in every community working for liberation. Some of them are running for office, others are giving food to those who need it. Some are volunteering in schools, libraries or hospitals. Some are studying liberation movements, or are working in urban or community gardens, or learning to practice restorative and transformative justice, or creating liberation art, music, dance, theater or writing. Some are mentoring high schoolers or apprenticing young people in a trade. There are many places where compassionate humans are finding other humans and working together for a better world.

A more compassionate world is possible, one in which we will all enjoy better health. Creating it will make us healthier, too.

In community, we are strong. Recognizing denial and overcoming the fragmenting effects of spiritual disorder offer us a path to liberation and true health.

Good health and well-being are the collective rights of all people!

About the Author

Dr. Lorraine Bonner is a retired physician. She is also a sculptor who works in clay, exploring issues of trust, trustworthiness and exploitation, as well as visions of a better world.