Home The Feed
Your selections:

Consumers want diversity in digital ads, but brands have work to do | WARC | The Feed

The Feed

Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.

Consumers want diversity in digital ads, but brands have work to do
19 April 2021
Consumers want diversity in digital ads, but brands have work to do
Attitudes to advertising Consumer sentiment Diversity & portrayal in advertising

In digital, as in other channels, ads are rife with under-representation of certain groups, and also filled with stereotypes, such as portraying older people as frail, according to quantitative and qualitative research from Facebook. 

Why it matters

Participants in the study (based on analysis of more than 1,000 video ads on the platform and data from 1,200 consumers from Brazil, the UK and the USA) not only said they wanted to see more inclusion in advertising, they also said they would be more loyal to brands that showed inclusivity in their ads. Additionally, ads portraying diverse consumers tended to have...

This content is for subscribers only.

Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.

Become a member Sign in