Advertising success relies on clear, concise and culturally respectful communication. Yet just 22 days into 2025, legal mandates and corporate maneuvering suggest that facts are not important to consider when crafting what we say, how we say it, or how we show it.
Everyone stayed a little shaken following Mark Zuckerberg’s announcement that Meta will eliminate its fact-checking policies on Facebook, Instagram and Threads – its grounds being free speech, but whether the speech is accurate in representation or description is no longer a disqualifying factor. If an opinion can be taken as fact or misinterpreted, whether deliberate or not, it compromises the reliability of the data we depend on to inform our marketing strategies.
This situation is compounded by recent developments in state privacy laws affecting the data we aggregate: so far, 19 states have departed from the Washington Privacy Act, which regulates the management and monitoring of personal data. The reason is that ethnicity, race and associated attributes are now treated as sensitive personal information that must be redacted.
While these measures are honorable in that they prevent information from being used for discriminatory purposes, there is a flip side: data matched to how a person self-identifies helps us to to understand diverse perspectives. This is an essential part of quality control. Without this context, we cannot recognize the nuanced information needed to create fair and effective campaigns.
The fundamental problem with both of these developments (Meta’s policy change and changes to data privacy laws) is the knock-on effect on marketing. They are effectively allowed to compromise ethical standards when crafting narratives that represent diverse cultures.
According to a Nuance Matters study44% of respondents believe brands focus too much on superficial representation, neglecting deeper cultural understanding. This makes it clear that we need to be very careful to avoid distorting how people perceive other people’s belief systems, behaviors, or values ​​based on what we create.
The stakes are high. African American, Asian, and Native American households collectively make up 17.4% of the U.S. population. purchasing powerwhich equates to almost $1 out of every $5.75 spent. Hispanic purchasing power is expected to reach $2.8 trillion by next year. Failing to meaningfully engage these communities could mean losing billions in potential revenue. We walk a fine line between affirming or dispelling bias, and if consumers feel left out, that’s money going straight out the door.
Building trust with data and human intelligence
Reliability in storytelling is a game changer. Even Yann LeCun, chief AI scientist at Meta, admitted that some AI models will never compensate for how the human mind works; the qualitative must be invoiced at the same level as the quantitative, if not more.
Real conversations are essential to verify the facts experienced against what is checked in a study or survey. This also extends to focus group testing to ensure diverse perspectives are heard. These measures help identify inconsistencies while adding more depth to individual thought processes. The common curiosity of the human spirit is essential.
Additionally, agencies must take the lead in developing proprietary AI systems suitable for cultural analysis. A Salesforce study found that 40% of marketers don’t have access to real-time data on specific communities, often relying on outdated information or hunches.
As AI developments continue to accelerate, we should be at the forefront of developing models that better reflect cultural contexts. No one wants the doctrine of disparate impact knocking on their door. We therefore need to look beyond the use of AI to mitigate the biases inherent in current algorithms. This proactive approach positions agencies as guardians of ethical and inclusive marketing.
Steps towards unity in marketing
Creating change requires simple, concrete steps to get a head start.
First, hold honest consultations with brands to prioritize cultural nuances in audience insights; candid conversations are necessary to understand how a brand views its current audience and whether it sees its consumer in a fundamentally different way than the consumer sees themselves.
Making overly complicated assumptions about a given target’s attributes, such as their political stance or personal ideology, will affect how a brand segments its audience. Reset your approach when building identity profilesstarting with distinctive psychographic and demographic classifications. This will unlock greater engagement.
Evaluate data capture protocols, both internally and client-side, to evaluate to mitigate bias and ensure inclusiveness. Stay up to date with a brand’s privacy regulations: If important data is redacted, agencies are unable to build a fully informed profile of different audiences and cultures.
Why is this important? 81% of brands say they have a deep understanding of their consumersbut less than half (46%) of customers agree. Data capture assessments help agencies avoid creating a gap in usable customer data for marketing purposes.
Develop mutually agreed criteria for different forms of marketing results, doubling them to reflect all aspects of identity. This helps agencies guide their clients towards the longevity of their business. Continued growth with new cohorts and nurtured intergenerational loyalty is the way forward to sustain brand love.
Now is the time for bold leadership and brand courage. By affirming the dignity and influence of communities, advertising can become a unifying force that bridges cultural divides. We are in a unique position to shape a future where marketing reflects the world and inspires trust.
