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.

###

Oakland Post

Posts by Oakland Post

Related Topics:Advertising diversity diversity in advertising Valerie Graves

Up Next

Sports Mirroring Life

Don't Miss

Diversity in the Age of ‘Total Market’ Advertising

Oakland Post

Click to comment

#NNPA BlackPress

COMMENTARY: The National Protest Must Be Accompanied with Our Votes

Just as Trump is gathering election data like having the FBI take all the election data in Georgia from the 2020 election, so must we organize in preparation for the coming primary season to have the right people on ballots in each Republican district, so that we can regain control of the House of Representatives and by doing so, restore the separation of powers and balance that our democracy is being deprived of.

Published

3 days ago

February 10, 2026

Oakland Post

Dr. John E. Warren, Publisher San Diego Voice & Viewpoint Newspaper. File photo..

By Dr. John E. Warren, Publisher San Diego Voice & Viewpoint Newspaper

As thousands of Americans march every week in cities across this great nation, it must be remembered that the protest without the vote is of no concern to Donald Trump and his administration.

In every city, there is a personal connection to the U.S. Congress. In too many cases, the member of Congress representing the people of that city and the congressional district in which it sits, is a Republican. It is the Republicans who are giving silent support to the destructive actions of those persons like the U.S. Attorney General, the Director of Homeland Security, and the National Intelligence Director, who are carrying out the revenge campaign of the President rather than upholding the oath of office each of them took “to Defend The Constitution of the United States.”

In California, the primary comes in June 2026. The congressional races must be a priority just as much as the local election of people has been so important in keeping ICE from acquiring facilities to build more prisons around the country.

“We the People” are winning this battle, even though it might not look like it. Each of us must get involved now, right where we are.

In this Black History month, it is important to remember that all we have accomplished in this nation has been “in spite of” and not “because of.” Frederick Douglas said, “Power concedes nothing without a struggle.”

Today, the struggle is to maintain our very institutions and history. Our strength in this struggle rests in our “collectiveness.” Our newspapers and journalists are at the greatest risk. We must not personally add to the attack by ignoring those who have been our very foundation, our Black press.

Are you spending your dollars this Black History Month with those who salute and honor contributions by supporting those who tell our stories? Remember that silence is the same as consent and support for the opposition. Where do you stand and where will your dollars go?

Oakland Post

Posts by Oakland Post

Activism

Post Newspaper Invites NNPA to Join Nationwide Probate Reform Initiative

The Post’s Probate Reform Group meets the first Thursday of every month via Zoom and invites the public to attend. The Post is making the initiative national and will submit information from its monthly meeting to the NNPA to educate, advocate, and inform its readers.

Published

3 days ago

February 10, 2026

Oakland Post

iStock.

By Tanya Dennis

The National Newspaper Publishers Association (NNPA) represents the Black press with over 200 newspapers nationwide.

Last night the Post announced that it is actively recruiting the Black press to inform the public that there is a probate “five-alarm fire” occurring in Black communities and invited every Black newspaper starting from the Birmingham Times in Alabama to the Milwaukee Times Weekly in Wisconsin, to join the Post in our “Year of Action” for probate reform.

Reporter Tanya Dennis says, “The adage that ‘When America catches a cold, Black folks catch the flu” is too true in practice; that’s why we’re engaging the Black Press to not only warn, but educate the Black community regarding the criminal actions we see in probate court: Thousands are losing generational wealth to strangers. It’s a travesty that happens daily.”

Venus Gist, a co-host of the reform group, states, “ Unfortunately, people are their own worst enemy when it comes to speaking with loved ones regarding their demise. It’s an uncomfortable subject that most avoid, but they do so at their peril. The courts rely on dissention between family members, so I encourage not only a will and trust [be created] but also videotape the reading of your documents so you can show you’re of sound mind.”

In better times, drafting a will was enough; then a trust was an added requirement to ‘iron-clad’ documents and to assure easy transference of wealth.

No longer.

As the courts became underfunded in the last 20 years, predatory behavior emerged to the extent that criminality is now occurring at alarming rates with no oversight, with courts isolating the conserved, and, I’ve heard, many times killing conservatees for profit. Plundering the assets of estates until beneficiaries are penniless is also common.”

Post Newspaper Publisher Paul Cobb says, “The simple solution is to avoid probate at all costs. If beneficiaries can’t agree, hire a private mediator and attorney to work things out. The moment you walk into court, you are vulnerable to the whims of the court. Your will and trust mean nothing.”

Zakiya Jendayi, a co-host of the Probate Reform Group and a victim herself, says, “In my case, the will and trust were clear that I am the beneficiary of the estate, but the opposing attorney said I used undue influence to make myself beneficiary. He said that without proof, and the judge upheld the attorney’s baseless assertion. In court, the will and trust is easily discounted.”

The Black press reaches out to 47 million Black Americans with one voice. The power of the press has never been so important as it is now in this national movement to save Black generational wealth from predatory attorneys, guardians and judges.

The next probate reform meeting is on March 5, from 7 – 9 p.m. PST. Zoom Details:
Meeting ID: 825 0367 1750
Passcode: 475480

All are welcome.

Oakland Post

Posts by Oakland Post

Activism

COMMENTARY: The Biases We Don’t See — Preventing AI-Driven Inequality in Health Care

For decades, medicine promoted false assumptions about Black bodies. Black patients were told they had lower lung capacity, and medical devices adjusted their results accordingly. That practice was not broadly reversed until 2021. Up until 2022, a common medical formula used to measure how well a person’s kidneys were working automatically gave Black patients a higher score simply because they were Black. On paper, this made their kidneys appear healthier than they truly were. As a result, kidney disease was sometimes detected later in Black patients, delaying critical treatment and referrals.

Published

3 days ago

February 10, 2026

Oakland Post

Sen. Akilah Weber Pierson, M.D (D-San Diego). File photo.

By Sen. Akilah Weber Pierson, M.D., Special to California Black Media Partners

Technology is sold to us as neutral, objective, and free of human flaws. We are told that computers remove emotion, bias, and error from decision-making. But for many Black families, lived experience tells a different story. When technology is trained on biased systems, it reflects those same biases and silently carries them forward.

We have seen this happen across multiple industries. Facial recognition software has misidentified Black faces at far higher rates than White faces, leading to wrongful police encounters and arrests. Automated hiring systems have filtered out applicants with traditionally Black names because past hiring data reflected discriminatory patterns. Financial algorithms have denied loans or offered worse terms to Black borrowers based on zip codes and historical inequities, rather than individual creditworthiness. These systems did not become biased on their own. They were trained on biased data.

Healthcare is not immune.

These biases were not limited to software or medical devices. Dangerous myths persisted that Black people feel less pain, contributing to undertreatment and delayed care. These beliefs were embedded in modern training and practice, not distant history. Those assumptions shaped the data that now feeds medical technology. When biased clinical practices form the basis of algorithms, the risk is not hypothetical. The bias can be learned, automated, and scaled.

For us in the Black community, this creates understandable fear and mistrust. Many families already carry generational memories of medical discrimination, from higher maternal mortality to lower life expectancy to being dismissed or unheard in clinical settings. Adding AI biases could make our community even more apprehensive about the healthcare system.

As a physician, I know how much trust patients place in the healthcare system during their most vulnerable moments. As a Black woman, I understand how bias can shape experiences in ways that are often invisible to those who do not live them. As a mother of two Black children, I think constantly about the systems that will shape their health and well-being. As a legislator, I believe it is our responsibility to confront emerging risks before they become widespread harm.

That is why I am the author of Senate Bill (SB) 503. This bill aims to regulate the use of artificial intelligence in healthcare by requiring developers and users of AI systems to identify, mitigate, and monitor biased impacts in their outputs to reduce racial and other disparities in clinical decision-making and patient care.

Currently under consideration in the State Assembly, SB 503 was not written to slow innovation. In fact, I encourage it. But it is our duty must ensure that every tool we in the healthcare field helps patients rather than harms them.

The health of our families depends on it.

About the Author

Sen. Akilah Weber Pierson (D–San Diego) is a physician and public health advocate representing California’s 39th Senate District.