This report was produced and published by System1, visit their website here.
Feeling seen: How diverse advertising unites us
43 min read
Research on WARC, January 2023
Summary
Compiled jointly by ITV, System1, the global experts in advertising effectiveness and DECA, diversity media specialists, ‘Feeling Seen’ shows how brands and viewers both win when advertising broadens its scope.
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- Advertising is rooted in understanding people, their needs and their lives – if it only cares about understanding some of those people and some of those lives, advertising is letting its audience down.
- The research involved taking 30 celebrated ads from the last few years, each chosen for the prominent role they gave to a marginalised group in society, and showed them to custom research samples drawn specifically from that group.
- The results showed that advertising works when brands create positive associations and strong emotions.
- Advertising that creates sustained emotional response – ads which make people feel good – drives brand growth, and when people feel seen, they feel good.
Topics
- Corporate social responsibility
- Environmental & social issues
- LGBTQIA+
- Ethnic & minority groups
- Marketing to older adults (55+)
- People with disabilities
- Marketing to women
- Emotion
- Diversity & portrayal in advertising
- Creativity & effectiveness
- United Kingdom
- Qualiquant, mixed mode
- Creativity & research
- Strategy
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