Fourth Quarter: From Screen to Society

In recent years, advertisers have increasingly embraced social responsibility, moving beyond profit maximization to address societal issues. This shift was catalyzed by events such as the Business Roundtable’s 2019 statement, emphasizing the importance of delivering value to all stakeholders. As consumer awareness grows, so has the demand for more diversity and socially responsible messaging in advertising, especially during the Super Bowl, a high-visibility event. The portrayal of women in Super Bowl ads has improved, with greater representation and nuanced roles, though gender disparities remain. Similarly, minority representation has seen significant progress, but gaps persist. Corporate social responsibility (CSR) themes have grown in prominence, especially between 2018 and 2020, with some companies using the Super Bowl platform to promote sustainability efforts. However, some CSR campaigns have faced backlash, reflecting the challenges of balancing authenticity and messaging. This chapter shows that, as Super Bowl ads evolve, diversity and CSR remain critical, though advertisers must tread carefully when addressing controversial issues, like politics, to avoid alienating their audience.