60.69% of Turkish diaspora in the EU say they don’t feel represented in commercials. Let that sink in…
These are people who:
Shop at the same supermarkets
Watch the same ads
Buy the same brands
But when they see your campaign, they still feel like it wasn’t made for them. Or worse: made around them. Why?
Because representation isn’t about putting a “Turkish-looking guy” in the background of your family dinner scene.
It’s not about shoving a headscarf into your supermarket aisle footage.
And it’s definitely not about tossing a token name into your script and calling it inclusive.
Representation is emotional. It’s earned.
You make people feel seen by:
Speaking to their rituals, not just their labels
Reflecting their homes, not just their clothes
Understanding their buying logic, not just their passport
At 0090, we’ve seen this firsthand.
When campaigns align with how diaspora audiences actually live, something flips.
Recognition turns into trust.
Trust turns into preference.
And preference is what wins shelves.
Want your brand to be part of their lives — not just their line of sight?
Start by asking better questions than “Who do we cast?”
Ask:
“What do they cook on Sundays?”
“What do they say when they trust a product enough to serve it to their kids?”
“What would make this ad feel like home?”
That’s when they stop skipping. And start listening.