Google: Mirrors & windows – media and identity in modern Britain

Google commissioned an extensive research programme with MTM to deliver a deep understanding of Diversity, Equity, and Inclusion (DEI) in the UK today, how this relates to people's media choices and engagement, and what the implications are for media owners and marketers.


This study started as a curious exploration of how media choices in the UK are related to questions of diversity and identity.  It has become one of YouTube's beacons for driving real industry change.

Happily, we're seeing brands welcome the insights and use them in their own journeys of transformation.  The study provided inspiration and practical ideas that are translating into more inclusive advertising campaigns (in terms of media placements and creative development).

The research was robust: we asked >10k people how their identity informs what content they watch. We were diligent in ensuring our methods were inclusive -...

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