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Bedrock Sandals & The Role of Casual Representation in Branding

Updated: Feb 15

In the last few years, many brands have made strides in highlighting diversity in their advertisements. They have created campaigns centered around underrepresented communities, celebrated various cultures, and promoted inclusivity in a commendable way. These initiatives have played a pivotal role in raising awareness about the importance of diversity and representation. And while these campaign efforts are admirable, real sustainability is in integrating diverse representation broader marketing plans. Many brands fall short in creating consistent, casual representation.

The following photoshoot for Bedrock Sandals is a prime example of casual representation can be mixed into intentional marketing initiatives. We featured two incredible women exploring the beautiful landscapes of Joshua Tree National Park.

Casual representation differs from the traditional diversity campaign in that it doesn't scream, "Look at us; we're diverse!" Instead, it subtly integrates individuals from different backgrounds, experiences, and abilities into the brand's storytelling. It normalizes diversity and inclusivity, showing that these values are not just marketing strategies but genuine reflections of the brand's ethos. This consistency helps in building trust and loyalty among customers who feel seen and heard by the brand.

Casual representation mirrors the real world. When we see individuals from diverse backgrounds in everyday situations, it reflects the authentic tapestry of society. This authenticity resonates with audiences on a deeper level, reinforcing the idea that diversity is not a special occasion but a part of our regular outdoor experiences. When we see a diverse group of people enjoying the outdoors or pursuing their passions, without necessarily centering the diversity, it sends a message that these spaces and activities are for everyone. By showcasing diversity in everyday situations, brands can contribute to a world where people from all backgrounds feel welcome, appreciated, and valued.


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