E.l.f. Beauty's So Many Dicks Ad Urges for More Corporate Diversity
Grace Mahas — May 15, 2024 — Marketing
References: marketingdive
E.l.f. Beauty has launched a provocative new advertising campaign titled "So Many Dicks" to spark a conversation about the lack of diversity in corporate boardrooms. The campaign, featuring bold digital displays in New York City's Financial District, highlights striking statistics on the underrepresentation of women and minorities on the boards of major publicly traded companies. According to original research, there are 566 men named Richard, Rick, or Dick serving on these boards, compared to only 806 Black women, 774 Asian women, 283 Hispanic women, 29 Middle Eastern women, and just 3 Native American women among nearly 37,000 board members.
E.l.f. Beauty's initiative aims to double the rate of women and diverse members on corporate boards by 2027. The campaign, developed with the purpose-driven agency Oberland, is part of E.l.f.’s larger "Change The Board Game" initiative. This effort not only raises awareness but also underscores the importance of diverse perspectives in driving innovation and cultural relevance.
E.l.f. Beauty’s chairman and CEO, Tarang Amin, emphasized the role of a diverse board in making better business decisions and staying culturally relevant. The campaign, which also runs on social media, aims to demonstrate the "ROI of DEI" (Return on Investment of Diversity, Equity, and Inclusion). This initiative comes at a time when many brands are reducing their DEI efforts amid legal and political pressures, making E.l.f.'s bold stance even more significant.
Image Credit: Courtesy of E.l.f. Beauty
E.l.f. Beauty's initiative aims to double the rate of women and diverse members on corporate boards by 2027. The campaign, developed with the purpose-driven agency Oberland, is part of E.l.f.’s larger "Change The Board Game" initiative. This effort not only raises awareness but also underscores the importance of diverse perspectives in driving innovation and cultural relevance.
E.l.f. Beauty’s chairman and CEO, Tarang Amin, emphasized the role of a diverse board in making better business decisions and staying culturally relevant. The campaign, which also runs on social media, aims to demonstrate the "ROI of DEI" (Return on Investment of Diversity, Equity, and Inclusion). This initiative comes at a time when many brands are reducing their DEI efforts amid legal and political pressures, making E.l.f.'s bold stance even more significant.
Image Credit: Courtesy of E.l.f. Beauty
Trend Themes
1. Corporate Board Diversity Campaigns - Businesses initiating ad campaigns like E.l.f. Beauty's to highlight and tackle the lack of diversity in corporate boardrooms represent a growing trend.
2. ROI of DEI Initiatives - Emphasizing the financial and cultural benefits of diversity, equity, and inclusion initiatives in campaigns underscores a new focus on the measurable impact of DEI.
3. Purpose-driven Advertising - Ad campaigns with a strong social message, such as those tackling corporate diversity, are being used by brands to align themselves with societal concerns.
Industry Implications
1. Advertising - The advertising industry is at the forefront of promoting social issues through impactful campaigns, blending marketing with advocacy.
2. Corporate Governance - Corporate governance is increasingly prioritizing diversity and inclusion on boards, driven by advocacy campaigns and shareholder pressure.
3. Beauty and Personal Care - Beauty brands are leveraging their platforms to advocate for social change and responsibility, extending their influence beyond traditional product marketing.
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