Using neuroscience to make the case for more diversity in advertising

Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

New research in marketing

This article is part of a series of articles from the WARC Guide to new research in marketing. Read more.

The massive missed opportunity

By not being more inclusive in who is cast in advertising, brands – and their agencies – continue to miss opportunities worth hundreds of millions of dollars.

Back in 2013, Ogilvy New York discovered this; the agency found that US brands that failed to meaningfully appeal to Black, Hispanic and Asian audiences were forgoing hundreds of millionsof dollars in potential revenue. If these brands had only found a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands