Using neuroscience to make the case for more diversity in advertising

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...

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