Brand: Lloyds Banking Group
Agency: COG Research/Space Doctors
Lloyds Banking Group are committed to representing the whole of the UK, in employment, in serving their customers, and in marketing. In 2015 they asked COG to review UK advertising, to measure how well diversity was represented by the financial sector and advertising overall. This project looked at ethnicity, sexual orientation, age and disability as areas of potential under-representation. We found advertising significantly under-represented the diversity of the UK population; this led to a new internal focus and a published report (www.lloydsbankinggroup.com/reflectingmodernbritain). Some key take-outs from the 2015 research were that the majority of all respondents don't feel ads represent them accurately, with these feelings even more widespread among BAME and older respondents.