Tapping the ‘diversity dividend’

Advertising featuring underepresented and diverse groups performs slightly better than the norm with the UK public and significantly better with the particular segments portrayed, a new study shows.

Why it matters

The Feeling Seen report, compiled by broadcaster ITV, agency System1, and diversity media specialists DECA, shows how brands and viewers both win when advertising broadens its scope. 

Specifically, the study shows uplifts in System1’s Star and Spike Ratings which predict potential for an ad to drive long-term growth and short-term sales.

Five key insights

• Feeling seen feels good: under-represented groups respond with above-average emotional intensity to ads that portray them.
• Diverse advertising unites people: different groups respond to the same things in the same way – it’s only the magnitude of that response that changes. 
• Celebrate lives and culture: representing a community is not the same as reflecting a community in an authentic way.
• Different people, same rules: make a great ad that is inclusive, not an inclusive ad that you hope will be great.
• Diversity is not an identity: remember there is diversity within diversity. 

Sourced from ITV, System1, DECA