How generations, genders and political partisans differ on diversity and inclusion in ads

Satisfaction with inclusive advertising portrayal is dependent on certain consumer demographics such as political party affiliation and gender, according to a new study.

Perceptions of inclusivity and diversity in advertising vary greatly based on factors like gender, political party affiliation, age and country, a new study has found.

In the analysis, conducted by first-party data platform Dynata, varied perceptions and behaviors were found:

  • Marginalized groups and the LGBTQ+ community were least satisfied with portrayals in advertising.
  • In the US, men who voted Democrat were more likely to say that they would purchase from inclusive advertisers than either independent- or Republican-leaning males.
  • American women emphasized the importance of authenticity in advertising, whatever their political affiliation.
  • Brazilian respondents were much more likely to say that...

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