Beyond Colorblindness in Advertising Education: Multiculturalism and Advertising Pedagogy since the 2020 Racial Reckoning

Abstract

Following the protests and racial reckoning of 2020, advertisers renewed their focus on the importance of diversity, equity, and inclusion (DEI), as part of their everyday operations. Several recent examples point to brand equity erosion, or escalation of negative consumer responses, resulting from advertisers missing the mark in their efforts to market to these lucrative, diverse markets. In times of heightened sensitivity to DEI efforts, the once accepted, and possibly well-intentioned strategic defense of colorblindness, or “I don’t see color” approach fails to recognize the continuing significance and deepening ramification of social biases. Sue and Sue’s (2016) cultural competence framework in multicultural education may serve as a solution to combat these biases. Recognizing the need for advertising faculty to make direct links among multiculturalism in the classroom, diversity in industry hiring practices, and authenticity in diverse representation within advertising messages, this paper confronts colorblindness and examine specific pedagogical strategies.