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Diversity in the Age of ‘Total Market’ Advertising

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Valerie Graves

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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Q&A with Steven Bradford: Why He Wants Your Vote for California Insurance Commissioner

Known for his work on issues ranging from energy and public safety to economic development, Bradford has also engaged with insurance policy during his time in the Legislature, serving on the Senate Insurance Committee. 

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Hon. Steve Bradford, candidate for California Insurance Commissioner.
Hon. Steve Bradford, candidate for California Insurance Commissioner.

By Edward Henderson, California Black Media 

As California confronts rising insurance costs, market instability, and growing concerns about access and equity, the race for the state’s top insurance regulator is drawing increased attention.

Among the candidates is Steven Bradford, a veteran public servant with more than two decades of experience in government, including eight years in the State Senate and five years in the State Assembly.

Known for his work on issues ranging from energy and public safety to economic development, Bradford has also engaged with insurance policy during his time in the Legislature, serving on the Senate Insurance Committee.

Now, he is making his case to voters for why his background and perspective best position him for the role of California’s next insurance commissioner.

California Black Media (CBM) spoke with Bradford about his campaign experiences, key issues he plans to solve if elected, and his vision for the insurance commissioner role.

For readers who may not be familiar, what does the Insurance Commissioner do, and how would you use that role to address issues impacting communities in California?

The Insurance Commissioner is both a regulator and an administrator. The office oversees the entire insurance market—approving companies to operate, licensing agents and brokers, and reviewing rate increases or decreases.

This role is about oversight and action. The commissioner should be a watchdog, not a bystander, especially in a state like California, which has the third-largest insurance market in the world.

Last year, you shifted your campaign from running for lieutenant governor to the race for insurance commissioner. What spurred that decision? 

Insurance impacts every part of people’s lives. You can’t buy a home without it—that contributes to the housing crisis. You can’t legally drive without it—that affects people’s ability to work. And businesses can’t operate without it.

For years, insurance has disproportionately impacted low-income communities and people of color. While everyone is feeling the strain now, those communities have long been hit hardest. That’s why it’s critical that insurance is not just available, but affordable.

What sets you apart from the other candidates in this race?

My record: 26 years of public service. I’ve shown up, stood up, and spoke up for Californians.  

A recent Supreme Court decision impacting the Voting Rights Act has raised concerns about representation. What message do you have for voters in California regarding the importance of their vote?

It’s alarming. If people think this doesn’t affect them, they’re mistaken. There’s a real effort to roll back decades of progress and silence voters.

Your vote is your most powerful tool, and we have to use it—every election.

What are you hearing from voters as you campaign across the state?

Affordability and transparency.

People are struggling with rising costs, and many don’t fully understand what their insurance policies cover.

We saw that clearly in places like Altadena and the Palisades—people had insurance but were underinsured. They didn’t realize their coverage wouldn’t meet the cost to rebuild. That’s unacceptable.

We must acknowledge the inequities in the system. The FAIR Plan has roots in discrimination, and today we still see disparities based on ZIP code and income. We need a more competitive and equitable market where consumers have choices.

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Activism

Up to the Job: How San Francisco’s PRC Is Providing Work Opportunities That Turn Into Lasting Stability

Each year, PRC serves more than 5,000 clients through a wide range of programs. These include housing navigation, legal advocacy to ensure access to health and public benefits, supportive housing, job and life-skills training, and residential treatment programs. 

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Black Leadership Council (BLC) Advocacy Day in Sacramento. BLC works to advance meaningful change through policy engagement to unlock the full potential of Black and low-income communities. Photo courtesy PRC.
Black Leadership Council (BLC) Advocacy Day in Sacramento. BLC works to advance meaningful change through policy engagement to unlock the full potential of Black and low-income communities. Photo courtesy PRC.

Joe Kocurek | California Black Media  

 Seville Christian arrived in San Francisco in the 1990s from Kansas City, Mo., a transgender woman coming from a time and place still hostile to who she was. 

 San Francisco offered a deeper LGBTQ+ history and a more visible community of people like her, but even in a city known for acceptance, building a stable life from scratch was no small task. 

 After arriving in the city, she turned to Positive Resource Center (PRC) looking for work — and for a foothold — in a new place. 

 “PRC gave me my first job,” Christian said. “A simple gig — passing out magazines at the San Francisco Pride Parade.” 

 That first opportunity marked the beginning of a decades-long relationship with PRC, one that has seen Christian grow from client to valued employee, and eventually to policy fellow. 

 “Today, I’ve been with PRC for 27 years, going on 28,” she said. 

Helping people access employment and build sustainable careers has been a cornerstone of PRC’s mission since its inception nearly four decades ago. In its most recent annual impact report, PRC served 443 clients through workforce development services, including career counseling, educational programs, hands-on training, and job search assistance. The average wage earned by PRC clients is $26.48 per hour — approximately 38% above San Francisco’s minimum wage. 

To advance this work, organizations like PRC have benefited from funding through California’s Stop the Hate Program, which provides direct support to community-based organizations leading anti-hate initiatives. 

Christian’s path was not without challenges. During some rocky years, she experienced periods of housing instability and struggled with addiction. Through PRC, she enrolled in a life-skills program that emphasized using her own lived experience as a means of helping others. The program helped set her on a path toward completing an associate’s degree and ultimately launching a career in case management. 

“Today, whether someone is new to the city or has lived here their whole life, I know how to help them navigate to where they need to be,” Christian said. 

PRC welcomed guests to their annual Open House in April, an evening dedicated to connection, reflection, and learning more about the programs and people working every day to support San Franciscans experiencing housing instability, unemployment, and behavioral health challenges.

PRC welcomed guests to their annual Open House in April, an evening dedicated to connection, reflection, and learning more about the programs and people working every day to support San Franciscans experiencing housing instability, unemployment, and behavioral health challenges.

Each year, PRC serves more than 5,000 clients through a wide range of programs. These include housing navigation, legal advocacy to ensure access to health and public benefits, supportive housing, job and life-skills training, and residential treatment programs. 

While PRC was founded to serve people living with HIV, its mission has expanded over the decades to meet the needs of people with disabilities, individuals experiencing homelessness, and those facing mental health and substance use challenges.  

According to PRC’s Chief of Public Policy and Public Affairs, Tasha Henneman, some of the organization’s earliest programs remain as vital today as they were at the start. 

“Our emergency financial assistance program helped more than 1,200 people this year pay rent, cover medical bills, and keep the lights on,” Henneman said. “And over 1,400 people reached out for legal advocacy, resulting in more than $2.5 million in retroactive benefits unlocked.” 

Beyond direct services, PRC is deeply committed to community empowerment and policy change. Programs such as the Black Leadership Council support community leaders in advocating for systemic reform, while the Black Trans Initiative focuses on addressing the unique challenges faced by Black transgender individuals. 

 A recent study from the Williams Institute highlighted findings that 71% of transgender homicide victims in the U.S. between 2010 and 2021 were Black and that nearly a third of the transgender homicides during that period were confirmed or suspected hate crimes.  

PRC’s direct and indirect services can be a lifeline for people experiencing hate and are an example of the resources people can get connected with through the state’s CA vs Hate hotline.  

PRC is now also producing a film project that centers the lived experiences of Black trans clients, including individuals like Christian.

 “Our film highlights the health journeys and lived experiences of some of PRC’s Black trans clients,” Henneman said. “Our goal is to give voice, visibility, and agency to the participants — and to bring their stories, both harrowing and inspirational, to policymakers and the broader public.” 

The film, expected to be released later this year, is directed by Yule Caise, with assistant director Zarina Codes, a Black transgender San Francisco resident. 

 Today, Christian continues her relationship with PRC as an ambassador, reflecting on a journey that began with a single job opportunity and grew into a lifelong commitment to service. 

“Sometimes I’ll be riding the bus or standing in a grocery store, and someone will come up to me from a women’s shelter,” she said. “They’ll say, ‘Oh, Miss Seville, I just want to thank you. You really helped me with what I was dealing with.’” 

She paused, smiling. 

“And in those moments,” Christian said, “I think to myself, “Well!.” 

A single word that sums up pride in a journey to find the best in herself.  

 Get Support After Hate:

California vs Hate is a non-emergency, multilingual hotline and online portal offering confidential support for hate crimes and incidents. Victims and witnesses can get help anonymously by calling 833-8-NO-HATE (833-866-4283), Monday to Friday, 9 a.m.–6 p.m. PT, or online at any time. Anonymous. Confidential. No Police. No ICE.This story was produced in partnership with CA vs Hate. Join them for the first-ever CA Civil Rights Summit on May 11, 2026. More information at www.cavshate.org/summit.

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Activism

Building Bridges of Support: How AAPI Equity Alliance Is Strengthening California’s Anti-Hate Network

In May 2022, Patricia Roque said she and her parents were attacked after a late-night stop at a fast-food drive-thru in Southern California. After hitting their car, the other driver pulled alongside them and mocked them using a racist Asian accent. Then, he threatened to kill them. The situation escalated when the man returned while the family was waiting for police and assaulted Roque’s father, fracturing his rib and choking her mother before bystanders intervened. 

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Patricia Roque (far right) pictured with her family at a Stop Asian Hate rally after her father's assault (far left). (Courtesy of AAPI Equity Alliance)
Patricia Roque (far right) pictured with her family at a Stop Asian Hate rally after her father's assault (far left). (Courtesy of AAPI Equity Alliance)

By Edward Henderson

When Aurelle Garner stepped out of her car one summer evening and saw a group of youths marching down her street, her stomach dropped.

What had begun as slurs hurled at her and her transgender children at a local park had escalated to violent pounding on their front door. Garner said that, before that incident, local law enforcement had repeatedly minimized her reports of harassment.

It was not until she contacted the Legal Department at The LGBTQ Center Long Beach that her family finally found help.

“I don’t know where we’d be if it weren’t for their help,” Garner, who lives in Southern California, said. “They didn’t just give legal advice. They helped us navigate a system that had otherwise dismissed us.”

Aurelle Garner, who received services from The LGBTQ Center Long Beach (Sponsored by AAPI Equity Alliance) to aid her transgender children. (Courtesy of AAPI Equity Alliance)

Aurelle Garner, who received services from The LGBTQ Center Long Beach (Sponsored by AAPI Equity Alliance) to aid her transgender children. (Courtesy of AAPI Equity Alliance)

That support exists because The LGBTQ Center Long Beach does not work in isolation.

The Center partners with the AAPI Equity Alliance under California’s Stop the Hate program, a statewide coalition aimed at preventing hate and supporting survivors.

As the Los Angeles County Regional Lead, AAPI Equity Alliance works with the Center and dozens of other community-based organizations to connect people to legal aid, mental health services, and support. The programs also work in tandem with CA vs Hate, the state’s anti-hate hotline and virtual reporting system that connects people across California with organizations like the LGBTQ Center Long Beach – that provide support services

Garner’s experience illustrates the kind of harm that often falls outside the narrow legal definition of a hate crime but still leaves families traumatized and unsafe. It also shows how AAPI Equity Alliance’s leadership in the Stop the Hate ecosystem translates state funding and policy into real, on-the-ground support.

Patricia Roque (Courtesy of AAPI Equity Alliance)

Patricia Roque (Courtesy of AAPI Equity Alliance)

In May 2022, Patricia Roque said she and her parents were attacked after a late-night stop at a fast-food drive-thru in Southern California. After hitting their car, the other driver pulled alongside them and mocked them using a racist Asian accent. Then, he threatened to kill them. The situation escalated when the man returned while the family was waiting for police and assaulted Roque’s father, fracturing his rib and choking her mother before bystanders intervened.

“The police arrived long after it was over,” Roque told California Black Media (CBM). “By then, the damage was already done.”

The following day, Roque’s family was connected to the Filipino Migrant Center (FMC), a community-based organization that has received Stop the Hate funding and works within the broader AAPI Equity Alliance network. FMC provided immediate support — helping the family navigate legal options, organizing emergency financial assistance to cover medical bills and missed work, and offering emotional and community care while the criminal case unfolded.

“But the process is long and complicated. When you need help right away, that delay is a huge barrier. FMC was there immediately,”Rogue said.

The criminal case did not result in the accountability the family hoped for. But Roque said the support she received transformed her relationship to her community and to advocacy.

“Before this, I wasn’t involved in organizing at all,” she said. “Through this process, I realized my voice mattered. FMC helped turn something traumatic into a way to support others and push for change.”

Stories like Garner’s and Roque’s are part of a much larger reckoning that began at the onset of the COVID-19 pandemic, when Asian Americans and Pacific Islanders across the country experienced a surge in harassment, discrimination, and violence fueled by racist rhetoric.

Filipino Migrant Center stands in solidarity against Anti-Asian Violence (Courtesy of AAPI Equity Alliance)

Filipino Migrant Center stands in solidarity against Anti-Asian Violence (Courtesy of AAPI Equity Alliance)

In response, AAPI Equity Alliance partnered with San Francisco’s Chinese for Affirmative Action and the Asian American Studies Department at San Francisco State University to launch Stop AAPI Hate in March 2020. Since then, the project has collected more than 9,000 reports nationwide documenting incidents ranging from verbal harassment and workplace discrimination to physical assault and child bullying.

“People tend to think about hate only when it turns violent,” said Kiran Bhalla of AAPI Equity Alliance. “But there are everyday acts of discrimination that people endure constantly. Without some kind of recourse, that harm just keeps going.”

The data helped spur unprecedented action in California. In 2021, the State Legislature passed the $165.5 million Asian Pacific Islander Equity Budget, signed by Gov. Gavin Newsom. Of that total, $110 million was dedicated to victim services, education, and outreach. In August 2023, California invested an additional $40 million to expand California’s Stop the Hate program to serve a broader range of communities affected by hate and discrimination.

Today, the program supports roughly 100 nonprofit organizations statewide. As Los Angeles County Regional Lead, AAPI Equity Alliance coordinates grantees, facilitates cross-community collaboration, and helps ensure services reach those most impacted.

A recently released survey estimated that approximately 3.1 million Californians directly experienced hate, with Native Hawaiian or Pacific Islanders, Black or African Americans, and other communities of color, including Asian Americans, among those most likely to experience hate.

Black Californians, however, remain the most targeted group when it comes to reported hate crimes.

Nearly 48% of Asian American and Pacific Islander adults in California reported experiencing a hate incident in 2024, according to Stop AAPI Hate research. Most incidents were not criminal, leaving survivors with little recourse through the legal system.

That gap is precisely where AAPI Equity Alliance and its partners focus their work. The Stop the Hate framework prioritizes non-carceral responses, recognizing that policing alone often fails survivors and can further harm Black, brown, and immigrant communities.

Instead, the work centers on data and research, policy advocacy, community care, and public education. Through school-based programs, legal advocacy, emergency assistance, and survivor-centered services, the network aims to interrupt cycles of harm before they escalate.

For survivors like Garner and Roque, that support has made the difference between enduring trauma in silence and finding a path toward healing and collective power.

“When people experience hate, there’s often a profound sense of isolation,” Bhalla said. “This work helps people get back to school, back to work, back to their lives. It reminds them they’re not alone.”

Get Support After Hate:

California vs Hate is a non-emergency, multilingual hotline and online portal offering confidential support for hate crimes and incidents. Victims and witnesses can get help anonymously by calling 833-8-NO-HATE (833-866-4283), Monday to Friday, 9 a.m.–6 p.m. PT, or online at any time. Anonymous. Confidential. No Police. No ICE.This story was produced in partnership with CA vs Hate. Join them for the first-ever CA Civil Rights Summit on May 11, 2026. More information at www.cavshate.org/summit.

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