DIVERSITY, EQUITY, AND INCLUSION

In the world of advertising, DEI is not just a moral imperative but a business necessity. Inclusive advertising helps brands connect with a broader audience, fostering loyalty and trust. By reflecting the diversity of the real world, advertisements can resonate more deeply with consumers, leading to enhanced brand perception and increased market share. Moreover, diverse teams bring a variety of perspectives and ideas, driving creativity and innovation in advertising campaigns.

Playable ads offer a unique opportunity to promote DEI in advertising by giving users choice and control over their experience. Here's how: 

• User-Driven Representation: Playables allow users to select avatars or characters that represent diverse backgrounds, ethnicities, and abilities, ensuring that everyone can see themselves reflected in the ad. 
• Inclusive Storytelling: Through interactive narratives, playables can showcase diverse stories and perspectives, allowing users to explore different cultural experiences. 
• Accessibility Options: Playable ads can incorporate features like adjustable text size, color contrast settings, and audio descriptions, making them more accessible to users with diverse needs. 

More and more brands are recognizing the importance of DEI and are investing in initiatives to promote these values. The impact of these investments is significant:

• Companies with ethnically diverse executive teams are 36% more likely to outperform on profitability.
• 64% of consumers took action after seeing an ad they considered to be diverse or inclusive.
• Brands with the highest diversity scores saw an 83% higher consumer preference.
• Inclusive ads drive 23% higher purchase intent among Gen Z consumers.
• Ads featuring diverse talent see 50% higher purchase intent. 

Inclusive ads not only drive social value but also translate into tangible business benefits, including improved financial performance and enhanced brand reputation.

At CRAFTSMAN+, we are committed to fostering a diverse, equitable, and inclusive environment both within our organization and in the work we create for our clients. Here are some of the initiatives we have undertaken

1. Inclusive Creative Development: We ensure that our creative assets, especially playable ads, reflect the diversity of the audiences we serve. This includes diverse casting, culturally relevant storytelling, and user-choice driven experiences. 
2. Training and Development: Our team undergoes regular DEI training to ensure that we are aware of and actively combating biases in our work processes.
3. Community Engagement: We partner with organizations that promote diversity and inclusion in the tech and advertising industries, supporting initiatives that drive systemic change.

By embedding DEI into our core values and operations, CRAFTSMAN+ is not only contributing to a more equitable society but also driving meaningful engagement and performance for our clients.  One focus on playable ads as a tool for DEI allows us to create more inclusive, engaging, and effective advertising experiences. Join us in our commitment to making the advertising world a more inclusive space for all.