Microsoft provides proof that inclusivity in advertising boosts performance

A study by Microsoft Advertising, a unit of the technology company, helped quantify the impact of more diverse and inclusive ads.

Microsoft Corp. has put some quantitative evidence behind the qualitative instinct that inclusive, representative advertising is more powerful.

New research from the Redmond, Washington-based technology company demonstrates that brands embracing inclusivity in advertising are “more authentic” for:

  • 69% of women;
  • 59% of men;
  • 72% of ethnic minorities;
  • 57% of Caucasians.

When it comes to being “more trustworthy”, those totals stand at:

  • 68% of women;
  • 60% of men;
  • 68% of ethnic minorities;
  • 52% of Caucasians.

Brands must engage in new types of consumer conversations

Microsoft’s “Marketing with Purpose Playbook”, the source of these datapoints, began with the understanding that,...

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