What is representation & why it matters?

Within the last 18 months, we have seen a range of organisations consider ways in which they can enhance representation through people, processes and procedures. 

However sometimes it is questionable as to how many have fully grasped what this actually entails and how to make changes that support growth, strong leadership and innovation. Many businesses may struggle to know where to start…

What is representation?

According to Google’s dictionary, ‘representation’ is, “the description or portrayal of someone or something in a particular way.” Systems of representation are used by people to organise the world through signs, symbols, languages, cultures and characters. 

But for leading Media & Cultural Studies Professor, Stuart Hall, representation goes a little further. Hall describes representation an event, which takes place when someone takes information and presents it to you. However depending on who is representing, will provide different meaning to what is being represented. Therefore, what makes representation meaningful is dependent on how and who is represented. 

Representation has always been of interest to me. As a mixed raced young girl growing up in Sussex during the nineties, I experienced a range of challenges due to a lack of representation. As a result, I would regularly question my identity and what this meant to others. Why was there few people like me on TV? Why were Bond Girls never black? Why is Scary Spice ‘scary’? Why is blackness not embraced in commercial beauty and fashion? 

These questions were brought on by narratives that were being presented (or not being presented) in the media, at school and other external forces. In many ways a lack of representation in marketing adverts and media spurred me on to promote inclusion and diversity in a personal and professional level. Although at times it has taken a lot of confidence building and personal development to challenge commercial ideologies and represent an alternative, the biggest hurdle I have experienced when challenging a lack of representation, is not my own perception of myself, but the perception that others may hold of me in terms of what I represent or don’t. Thankfully, life has moved forward in many ways since my youth, but as we continue to see, there is still much progress to be made. 

In 2018, Disney executives behind Marvel did something that had never been done before. They created a blockbuster movie that had a black led cast, production and marketing team. It went on to become one of Marvel’s most successful movies. Marvel’s ‘Black Panther’ made millions and the marketing behind this supported earnings reaching over a billion dollars. Children and adults bought into this film because it provided a new and refreshing narrative – leadership and success through a black superhero. 

Marketing & Representation

In recent years we have seen a range of corporations take on diversity & inclusion based marketing initiatives to reflect the organisation’s stance on humanitarian as well as political causes. 

We have also seen a shift in marketing and media. Many advertisements now use a variety of models, cultures and environments to represent their brand’s identity and values. But not all brands get this right. This issue is likely to be a result of a lack of diversity and understanding on a decision-making level. 

Many businesses have used rainbow branded logos and black squares to promote their organisation’s stance for events such as Pride and campaigns such Black Lives Matter. However if we review their internal and external progressions, in many cases, businesses are yet to actually make some form of contribution to the community they campaign or stand for. Many others may not have internal procedures that are reflective of their brand’s media & marketing. Accountability is key and this must be tackled at leadership level to avoid any future backlash from campaigns. 

Representation in the Community

Brighton & Hove promotes itself as a diverse and inclusive city. Every year, thousands of tourists visit the city to take advantage of a range of offerings, including Brighton Palace Pier, Brighton West Pier, Pavilion Gardens and more. Brighton is also hub for entertainment – music concerts, theatre, car shows, marathons, and not to mention one of the largest and most successful Pride events in Europe. In recent years, Brighton has become a leader in business technology, with the industry generating more than a billion pounds.

The city additionally attracts diversity and new talent through Brighton & Sussex University. Both universities bring hundreds of students on a national and international level. 

According to the latest government census recorded in 2011, approximately 15% of residents identified as non-white. The next census is likely to show that this percentage has increased. 

Yet this is not always represented in how the city is marketed, not to mention its business make up and local leadership. Whether this has been overlooked or ignored, there is still much opportunity to represent the city’s cultural offering not just to support its community, but the businesses that operate within and around the city, the students who study here and the tourists who visit. 

In many ways, representation requires a top down approach. When leadership is representative of the lived experiences and talent of its community, we are more likely to encourage trust, innovation and accountability.

Creating meaningful representation requires us to be open to working with talent that has always been available but at times overlooked. It also requires more innovative thinking and collective discussions on how we can use marketing, media and other resources, to better communicate reflective representation. 

Stephanie Prior
Business Development & Marketing Manager