Lloyds Bank: Reflecting Modern Britain – Ethnicity in Advertising

Lloyds Banking Group, a retail and commercial bank, looked into the representation of certain groups in its ads in an effort to promote more diversity in advertising in the UK.

Campaign details

Brand: Lloyds Banking GroupAgency: COG Research/Space DoctorsCountry: UK



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...

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