How Not to Get Katy Perry’d in 2024- AKA, Being Caught With Embarrassing Diversity
In case you didn’t know- Katy Perry recently released a music video for her new single “WOMAN’S WORLD” that highlighted a disconnect in from the writing room, to what the average woman, listener or customer resonates with.
The music video shows a number of women who many felt didn’t represent the average “day to day” woman.
Viewers commented that the beauty standard being shown was unachievable and out of touch, especially considering the lyrics of the song.
Was This a Overreaction?
Was this blown out of proportion? Why was the back lash so strong?
To sum it into a quick line: Don’t act like you’re with us if you’re not.
Consumers don’t expect much from big brands, but when you are touting “WOMAN’S WORLD” and claiming to knock down beauty standards whilst having a huge blind spot, people start getting rightly suspicious.
Screenshot from the “WOMANS WORLD” music video
The concept of performative diversity isn’t new. It happens when diversity is an afterthought.
In the music video, there’s a scene (pictured above) where the women on screen, including Perry, hand around beauty gimmicks, gummies and beauty gadgets.
The irony felt strong, that they’re rejecting the world’s standard, while representing the worlds standard in their talent casting.
A recent performative diversity move in the beauty world is when brand YouthForia released a pitch black foundation shade that they pushed as the darkest most inclusive shade.
People don’t get up in arms about typical out of touch brands showing model-esk women in their ads, but what will boil the blood of the average woman is having a brand or person say “I get diversity, fellow kids! Here’s my attempt!” Whilst showing us women that are beautiful, yes, but represent the current beauty standard or top 1% of women in the country.
Brands in the beauty, music and creative industry are under extra pressure and scrutiny.
Founders and talent are typically screen facing, and consumers shop morals first for many of their beauty products.
Incorporating true diversity means acknowledging that women come in all shapes, sizes, abilities, and ages.
Diversity includes but extends beyond skin colour.
It encompasses a broad spectrum of human differences, and recognising this is essential for authentic representation. Brands should reflect these forms of diversity in their marketing to resonate authentically:
Skin diversity
Age diversity
Body diversity
Size diversity
Skin type diversity
Feature diversity
Steps to be Truly Diverse
1.Engage Real Customers
It's obviously okay to target specific markets and age groups, but showing the everyday person who is a customer is key.
Find real customers, understand what they look like, and talk to them about what they love about your brand.
Incentivise them to provide feedback through surveys or other means.
2.Aspirational Yet Relatable Campaigns
Campaigns can be aspirational while still being relatable.
Many brands focus on the "this could be you" narrative, but customers are looking for the best version of themselves.
A successful campaign addresses their needs and desires realistically- it also solidifies customer loyalty, as there isn’t an “oversell” of the product.
3.Know Your Market
The market in Australia is not predominantly white.
Statistics show that a significant portion of the population is diverse, not just in race but also in body size and age.
For instance, the average clothing size and the market age for female purchasers is mid to plus sized, at a size 14-16.
Of Sydneys ~5.3 million, 36.7% are born overseas. Of Melbourne’s ~5 million, 35.5% are born overseas. Of Brisbane’s ~2.5 million, 32.2% born overseas, and so on.
Know your market and engage with the diversity that exists in it.
Sum It Up
Considering diversity in every campaign is not just important; it's essential.
People notice when diversity is an afterthought.
By embracing these principles, brands can create marketing campaigns that not only avoid being "Katy Perry'd" but also truly resonate with a diverse and discerning audience.
