Diverse advertising: Toxic tool or success factor? How companies leverage differences while avoiding boycott

Article 9 of 10 in the series "Diversity unites business and prosperity"

"Do brands have to take a political stance - or is it enough, as in the case of Milram, to address their diverse markets realistically?"

Markets are diverse - why companies must leverage this and how they can avoid polarisation at the same time

Cologne, 01 September 2025 - Michael Stuber, researcher, author and consultant for diversity marketing, argues in an interview for an objective view of target groups and warns of the risks of boycotts, polarization and false mainstream images.

Mr. Stuber, how has advertising changed, e.g., in Germany?
"Until recently, advertising was more homogeneous than the markets themselves. Today, on the other hand, we sometimes see inflated diversity or stark stereotypes. Both can polarise - either the mainstream or the target group concerned. Successful advertising manages the fine line between the reality of life and the idealised world of wishful images: it reaches people in their reality - and at the same time opens doors to dreams."

What risks arise from the current polarisation?
"In the past, it was fringe groups that called for boycotts - mostly because of sexist or homophobic messages. Today, it's racists who are stirring up a mood against diversity. This is extremely dangerous because companies are being politically instrumentalised, while they only want to serve markets in their own interest and in a customer-oriented manner."

How do companies deal with this dilemma?
"Companies know their target groups very well and address them accordingly. A cream cheese is aimed at the entire society, colorful and diverse. A traditional coffee brand, on the other hand, may deliberately position itself conservatively. It gets exciting when messages unintentionally spill over to other target groups - this effect can be intentional or can boomerang."

What does this look like in the current Milram case in Germany?
"Racists tried to abuse the company - and the brand reacted cleanly and clearly. This shows that transparency and authenticity are stronger than intrigue. Other companies that attract attention with, e.g., racist motives or adorn themselves with right-wing politicians, risk another 'Tesla case'."

Why is it so difficult to make good advertising for everyone?
"People used to believe in a huge, homogeneous mainstream market, ever since the post-war 'ideal world' myth. That's why billions flow into stereotypical family or soccer campaigns. This ignores the actual diversity of the markets and therefore wastes resources. Decision-makers often follow their personal preferences and are, like everyone, subject to biases - from group-think to distorted market research."

What way out do you see?
"Clean data helps to block out emotions. Differentiated advertising is not an ideology, but an economic imperative. Those who recognise this are rewarded with market success - and at the same time contribute to societal coherance."

Nice theory or more than that?
"In my work - in marketing, research, production or management - I have, over decades, seen how to generate objective debates instead of I-believe or but-I-find. An example that often surprises people: In Israel, blonde families were standard in billboard advertising for decades - not politically or provocatively, but for simpl business reasoning."

(end of interview - more about Michael Stuber's work at https://en.michael-stuber.biz)

Reading tip: The DiversityMine knowledge blog contains over 100 articles on the topic of marketing & advertising https://en.diversitymine.eu/category/marketing/

Info - Box: Tips on marketing & diversity from A to Z

* Age: Connecting generations instead of using stereotypes.
* Disability: Make integration visible - show normality.
* Ethnicity & origin: Almost everyone has a migration history.
* Families: Address multiple forms of biological or chosen families.
* Gender image: Brazil shows: Gender fluidity bridges machos and models.
* Gender language: Neither denial nor provocation - intelligence instead of ideology.
* Hetero & LGBTQ+: Diversity as a matter of course, without over-staging.
* Migration: Languages, cultures and cuisine have long been part of consumer reality.
* Race: Marketing is all about the looks - never about lookism
* Religion: Visibly normalising everyday practices instead of tabooing beliefs.
* Z: Never jump to conclusions, not even from just one letter.

Michael Stuber
Richard-Wagner-Str. 25
D 50674 Koeln / Colonge
office@diversity-consulting.eu

European Diversity stands for evidence-based, internationally experienced DE&I research and consulting with a strategic focus. For over 20 years, Michael Stuber and his team have been developing robust D&I concepts for companies, institutions and organisations. The Engineering D&I approach (https://www.european-diversity.com) combines analysis, relevance and impact - for tailor-made solutions that harness diversity as economic potential for everyone.

This release was published on openPR.