This report was produced and published by The Unstereotype Alliance, visit their website here.
Beyond gender: The impact of intersectionality in advertising
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Research on WARC, January 2023
Summary
This report details the results of a four-country study conducted by Ipsos for the Unstereotype Alliance, sponsored by Cannes LIONS.
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- The purpose of the research was to examine the presence and impact of intersectionality in advertising across the selected countries.
- To understand reactions to intersectionality in advertising, the Ipsos research teams in each country considered and reviewed over 50 creative executions specific to their respective market.
- The final eight ads selected for testing were chosen because they included an intersectional portrayal of people within the context of each country and/or people who challenged traditional roles and stereotypes.
- The research showed that consumers’ expectations of brands are changing, and those that create content with diverse representations of people in terms of race, ethnicity, creed, body size, sexual orientation, gender, ability and more, in roles that defy traditional stereotypes are best positioned to strengthen business performance and meet consumer expectations.
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