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1、Consumer NavigatorNovember 2022Diversity in Advertising|Navigator|Navigatordentsu Consumer Navigator-Diversity in AdsAbout this studyThe survey is administered each month through Toluna,an online research panel.Conducted by dentsu,this survey is distributed among a random sample of 1,000 respondents

2、,18-years-of age or older and residing in the United States.The survey garners an equal number of male and female respondents and controls for nationally representative weighting across race and ethnicity(using the latest publicly available U.S.Census numbers).The survey that informs this report was

3、 fielded on November 12th,2022.In recent years,marketers and advertisers have engaged in more frequent and more honest conversations about diversity and inclusion.This has been hugely important to spark change.As the American population diversifies by race and ethnicity,sexual orientation,or differe

4、nces in ability it is imperative for brands to authentically reflect,design for and champion a range of backgrounds and experiences.When marketing reflects the reality of the diverse and beautiful world we live in,consumers not only sympathize with brand communications,but are able to actually see t

5、hemselves.And when people see others who look and act like them,that creates deeper connections.Indeed,its become increasingly clear that many tenets of modern marketing personalization,customer experience,one-to-one communication all require diversity and inclusivity as key ingredients to resonate

6、today.Additionally,through the tenets of cultural fluency-intersectionality,counter stereotyping and the nuances-the work that marketers and advertisers put out in the world has the power to(and should absolutely)positively impact not only business and brand,but how people see themselves and each ot

7、her.A question that often holds marketers back from doing more is:“But will more diversity in my communications make my core customers feel excluded?”In crafting the following survey and report,we set out to answer that question.To understand whether increasing diversity is likely to alienate those

8、whom many brands consider their“core customer”:white,cis-hetero-normative&able-bodied consumers.The fear that inclusion will lead to the exclusion of others is often misplaced.Our findings show that there is little risk that increased diversity will create feelings of exclusion among any group;howev

9、er,the potential gains among people of color,differently-abled and LGBTQA consumers from seeing people like them is great.Opening Wordsdentsu Consumer Navigator Diversity in Ads|Navigator|Navigator00Contents0101Top Consumer InsightsTop Consumer Insights02Sentiment on Diversity&Inclusion in Advertisi

10、ng03Influence of Diverse Representation on Purchase04Companies Doing the Workdentsu Consumer Navigator-Diversity in AdsInclusivity leads all to feel seen.Our survey finds that increasing diversity in ads has allowed groups like Black and Hispanic consumers and those who identify as LGBTQA to finally

11、 feel seen and included.Simultaneously,white,cis-heteronormative&able-bodied consumers are least likely to feel excluded from ads.While there is work to be done to accurately reflect consumers across groups,this is a promising indication that increasing diversity in ads benefits everyone.Greater div

12、ersity of race/ethnicity is most noticed.Our survey finds that consumers feel that the most visible way advertising is becoming more diverse is through broader representations of race/ethnicity.Without taking their foot off the gas petal in this area,marketers should seek to increase diversity acros

13、s other areas,particularly age and disability,which consumers feel are less represented.Diversity has little influence over white,cis-heteronormative&able-bodied consumers purchasing habits.While advertising is a powerful tool in shaping cultural norms,when it comes to purchasing decisions,consumers

14、 tend to consider diverse communications after factors like quality,price,customer service and business practices.This is especially true among white,cis-heteronormative&able-bodied consumers,who tend to focus on product attributes more than the average customer.01dentsu Consumer Navigator Diversity

15、 in AdsThe impact on diverse groups is greater.The risk of alienating white,cis-heteronormative&able-bodied consumers through diverse ads appears to be low,but the gains among people of color,differently abled and LGBTQA consumers is high.These groups are significantly more likely to shape their pur

16、chase decisions around diverse communications both being more likely to purchase brands that increase diversity of ads and more likely to have defected from a brand after no longer feeling reflected in advertising.Favored brands employ inclusivity for growth.When we asked consumers to name their fav

17、orite brands unaided,alpha-brands like Nike,Apple,Adidas,Coca-Cola and Dove rose to the top.While global,loved brands,these are also companies that have prioritized diversity and inclusion in recent years,making gains among wider audiences.It is no coincidence that todays most successful brands empl

18、oy principles of inclusion for growth.Fashion,beauty&entertainment are seen as leaders.When asked to rate whether they feel select categories tend to be above or below average at representing diversity,consumers ranked the clothing&apparel,entertainment and beauty industries as doing the best job.Wh

19、ile few consumers feel any categories are below average,they feel the sectors with most room to improve efforts at diverse representation are travel,automotive and financial services.Top Consumer InsightsContentsdentsu Consumer Navigator-Diversity in Ads0101TopTop Consumer InsightsConsumer Insights0

20、2Sentiment on Diversity&Inclusion in Advertising03Influence of Diverse Representation on Purchase04Companies Doing the WorkSentiment on Diversity&Inclusion in Ads|Navigator|Navigator02dentsu Consumer Navigator-Diversity in AdsWhile increasing diversity and inclusion in communications has been a prio

21、rity for marketers for some time now,we sought to identify whether consumers have noticed a difference,and across what specific areas of representation.Our survey also digs into who currently feels included and excluded in advertising given that context.A majority of all consumers feel that ads are

22、increasingly diverseWhite,able-bodied,cis-heteronormative consumers are more likely than diverse cohorts to agree.This may indicate that they are more sensitive to ads reflecting a multitude of norms and realities.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consume

23、r Navigator-Diversity in Ads77%77%8Less diverse42%42%No change18%18%More diverse69%69%Whether Ads have Become More or Less Diverse in Recent Years59%57%67%76%18%15%15%19%23%27%18%6%People of colorLGBTQADifferently abledWhite,cis-hetero,&able-bodiedBy Audience CohortMore diverseNo changeLess diverseR

24、ace/ethnicity is the#1 area consumers have noticed more diverse representation81%of respondents who feel ads have grown more diverse in recent years cited race/ethnicity as an area of improvement.More diverse representations of gender identity and sexual orientation have been noticed by around 3 in

25、5 respondents.There is significant opportunity to improve representation around age and disability,with fewer consumers seeing progress.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%981%81%59%59%57%57%49%49%32%32%1%1%Race/ethn

26、icityGender identitySexual orientationAgeDisabilityOtherAreas Consumers Feel Are More Diversely Represented in Ads TodayAmong those who feel ads have become more diverseMost people filled in body typeA majority of consumers feel good about increasing diversity in advertisingLGBTQA respondents are sl

27、ightly more likely to agree with this sentiment.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%1067%“I am not bothered by seeing more diversity in advertising.”67%67%63%72%68%67%Black/AAHispanicAAPILGBTQADifferently abledWhite,

28、cis-hetero&able-bodiedAgreement By Audience CohortAgreement with the Following Statement:Half of consumers agree they finally feel included and seen in advertising60%of Black,Hispanic and LGBTQA respondents agree,respectively,indicating that more inclusive advertising is resonating with these cohort

29、s.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%1150%“I finally feel included and seen in advertising.”60%60%43%60%47%48%Black/AAHispanicAAPILGBTQADifferently abledWhite,cis-hetero&able-bodiedAgreement By Audience CohortAgreem

30、ent with the Following Statement:Still,over 40%say they do not feel included in advertising at this timeThis sentiment is strongest among Hispanic and differently-abled consumers.White,cis-heteronormative&able-bodied consumers are least likely to feel excluded from ads.Shopping Habits Through Exclus

31、ivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%1243%“I no longer feel included in advertising.”Agreement with the Following Statement:49%54%46%50%52%38%Black/AAHispanicAAPILGBTQADifferently abledWhite,cis-hetero&able-bodiedAgreement By Audience CohortIMPLIC

32、ATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERS Build diverse marketing into the fabric of everyday marketing.As Marc Pritchard said during his ANA Masters of Marketing keynote,“We need to break with a habitual mindset that there is a general market.We live in a diverse country with many cultures.The

33、re is no average consumer.”Indeed,the latest U.S.Census and other research has shown that Black,Hispanic,Asian,Native Indigenous,and multiracial segments of the population now account for 100%of Americas growth.Additionally,studies show that younger generations have more fluid understandings of iden

34、tity,including how it relates to gender and sexual orientation.Its time to stop considering diversity in siloes or as an afterthought.Widen the criteria for diverse ads.For many years race and ethnicity was used as a proxy for diversity.There is now an opportunity for brands to expand diverse repres

35、entation through a culturally fluent lens to consider sexual orientation,gender identity,age,size inclusivity and disability,to create spaces for all people and tell compelling and authentic stories that are foundationally diverse.Marketers should also ensure they are intentionally widening and clar

36、ifying how to evaluate diversity in communications.Pay attention to who is feeling included or excluded in ads.Marketer can also take steps to listen to and check in with target audiences to ensure their communications are resonating.For now,take note of the fact that increasing diversity is enablin

37、g previously ignored groups to feel seen.And simultaneously,white,cis-heteronormative&able-bodied consumers continue to feel represented in advertising.dentsu Consumer Navigator-Diversity in AdsContentsdentsu Consumer Navigator-Diversity in Ads0101TopTop Consumer InsightsConsumer Insights02Sentiment

38、 on Diversity&Inclusion in Advertising03Influence of Diverse Representation on Purchase04Companies Doing the WorkInfluence of Diverse Representation on Purchase|Navigator|Navigator03dentsu Consumer Navigator-Diversity in AdsWe know diversity matters to modern consumers.Yet,we wanted to identify prec

39、isely where it ranks among other factors like price and quality during purchasing decisions.And crucially,to understand who is most likely to be influenced by diverse communications when making such choices.This section also quantifies those who have stopped purchasing a brand due to no longer feeli

40、ng represented in advertising,as well as those who have started purchasing a brand because it prioritized diversity.72%72%62%62%23%23%16%16%16%16%11%11%18%18%20%20%53%53%41%41%42%42%27%27%10%18%24%43%42%62%QualityPriceCustomer serviceSocial good practicesSustainability practicesDiversity in adsTotal

41、 RespondentsTotal Respondents#1-2#3-4#5-6Ranking the Importance of Attributes on Purchase DecisionsThe influence of diversity in ads on purchase falls after many other factors,especially among white,cis-heteronormative&able-bodied consumersWhen it comes to purchasing decisions,consumers tend to cons

42、ider diverse communications last.This is especially true for white,cis-heteronormative&able-bodied consumers,who tend to focus almost exclusively on quality&price of the product.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads1680%80%

43、65%65%22%22%10%10%14%14%8%8%13%13%18%18%59%59%43%43%44%44%23%23%8%17%19%46%41%69%White,CisWhite,Cis-Hetero&AbleHetero&Able-BodiedBodiedThe impact on diverse groups purchasing decisions is greater These groups are more likely than the average consumer to shape their purchase decisions around diverse

44、communications,as well as social good practices.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%1763%63%58%58%22%22%23%23%19%19%14%14%24%24%20%20%46%46%37%37%40%40%33%33%14%21%32%40%40%54%QualityPriceCustomer serviceSocial good

45、practicesSustainability practicesDiversity in adsPeople of ColorPeople of Color#1-2#3-4#5-658%58%57%57%23%23%29%29%18%18%15%15%29%29%24%24%41%41%34%34%41%41%31%31%13%19%35%37%41%54%LGBTQALGBTQARanking the Importance of Attributes on Purchase DecisionsDiverse groups are more likely than white,cis-het

46、ero&able-bodied consumers to have stopped purchasing a brand due to not feeling reflected in advertisingPeople of color are especially likely to have done so,reflecting the increased consideration they give to diversity in advertising during purchase.Shopping Habits Through Exclusivity&Convenience:C

47、onsumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads18Those Who Have Stopped Purchasing a Brand(s)in the Past Year27%41%43%51%LGBTQAPeople of colorDifferently-abledWhite,cis-hetero&able-bodied25%27%38%30%of Those Who Did So Because They No Longer Felt Reflected In AdsLGBTQAPeople of col

48、orDifferently-abledWhite,cis-hetero&able-bodiedDiverse groups are also more likely to be influenced to start purchasing a brand due to increased diversity in adsLGBTQA consumers are most likely to say they have done so at 57%.Comparatively,only 28%of white,hetero-normative&able-bodied consumers say

49、the same,solidifying that diverse representation is less influential for this group.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads1937%Those Who Have Started Purchasing a Brand Because It Increased Diversity in Ads28%42%47%57%LGBTQA

50、People of colorDifferently-abledWhite,cis-hetero&able-bodiedBy Audience CohortIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERS Differentiate through diversity.Unsurprisingly,when consumers made purchase decisions,quality and price was their first choice,followed by their experience with the bran

51、d,business practices and communications last.However,communications can be a powerful differentiator against parity on price and quality and a rising viewpoint of purpose-driven business practices as table stakes.Broaden your market.Increasing diversity will likely not influence whether white,cis-he

52、teronormative&able-bodied consumers purchase your products,but it can have a big impact on deepening relationships to diverse consumers.Marketers looking to broaden their appeal and diversify their consumer set need to consider how communications position themselves to different groups.Dont just ref

53、lect culture,but lead culture.As America becomes more diverse,we see diverse groups leading culture.For example,Latin music is having a moment right now in the US(delivering impressive,U2-&-Taylor-Swift-like-numbers)courtesy of audio streaming,which side-steps many of the barriers that in the past h

54、ave kept non-English music from going“mainstream”.WWE has recently partnered with Bad Bunny,which increased Spanish viewership among 1834-year-olds for the brand by+30%.The partnership allows WWE to reach a specific group,while appealing to broader US audiences who are discovering Latin music.dentsu

55、 Consumer Navigator-Diversity in AdsContentsdentsu Consumer Navigator-Diversity in Ads0101TopTop Consumer InsightsConsumer Insights02Sentiment on Diversity&Inclusion in Advertising03Influence of Diverse Representation on Purchase04Companies Doing the WorkCompanies Doing the Work|Navigator|Navigator0

56、4dentsu Consumer Navigator-Diversity in AdsThe third and final section of our report focuses on the brands and sectors consumers feel stand out for reflecting diverse representations of people in their advertising,as well as those that are being challenged to do better.When asked unaided about their

57、 favorite brands,many consumers picked brands that are championing diversity in communicationsNike,Adidas,Apple,Coca-Cola,Dove and Samsung are noteworthy for their efforts to embody diversity and inclusion in marketing.Nike,for example,features stories about diverse athletes and showcases inclusive

58、products,such as the Nike Pro Hijab for Muslim female athletes,adaptive activewear for people with disabilities,and athletic wear in plus sizes.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%23Consumers Favorite Brands:Almost 8

59、 in 10 consumers say a majority of brands feature diversity in adsWhen asked which brands are doing the best job of featuring diverse representations in their advertising,13%of consumers said”all brands.”7%of consumers said Nike unaided,with Target following close behind.Shopping Habits Through Excl

60、usivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%24Agreement with the Following Statements:77%“I feel the majority of brands at this point feature diversity in their ads.”Unaided Brands That Stand Out For Reflecting Diverse Representations Of People In Thei

61、r Advertisements:13%13%7%7%6%6%4%4%3%3%3%3%3%3%3%3%3%3%2%2%All brandsNikeTargetDoveAppleAmazonAdidasCokeWalmartDisney*Of those that could name a brandYet,fewer than half of diverse respondents feel brands have struck the right level of diversityThe delta may be a comment on a lack of quality represe

62、ntation vs.an issue with quantity.Black,LGBTQA&Differently abled respondents are most likely to say that“brands need to show more diversity”in their ads.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%2524%23%23%30%27%28%20%46%4

63、4%45%42%43%40%51%30%33%32%28%30%32%29%TotalAAPIHispanicBlackLGBTQADifferently abledWhite,cis-hetero&able-bodiedHow Consumers Feel About the Quantity of Diverse Representation In Ads Brands need to show more diversityThere is the right amount of diversityBrands do not need to show so much diversityIt

64、 appears that respondents with conservative politics and Boomers are driving the sentiment that“brands do not need to show so much diversity”Respondents who express liberal political leanings and younger generations are less likely to say the same.Shopping Habits Through Exclusivity&Convenience:Cons

65、umer Sentiment Studydentsu Consumer Navigator-Diversity in Ads77%77%2616%21%39%14%26%33%26%39%54%44%49%46%46%42%44%24%17%37%28%21%32%ConservativeNeutral/IndependentLiberalBoomersGen XGen YGen ZHow Consumers Feel About the Quantity of Diverse Representation In Ads Brands need to show more diversityTh

66、ere is the right amount of diversityBrands do not need to show so much diversityClothing&apparel,entertainment,beauty are categories in which consumers say brands tend to be above average at showcasing diversity in adsWhile few consumers feel any categories are below average,they feel the sectors wi

67、th most room to improve efforts at diverse representation are travel,automotive and financial services.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator-Diversity in Ads2744%44%43%43%42%42%37%37%36%36%29%29%27%27%25%25%50%50%50%50%50%50%55%55%58%58%58%

68、58%59%59%60%60%7%7%7%8%6%13%14%15%Clothing&apparelEntertainmentBeauty&Personal careHealth&fitnessFood&beverageTravelAutomotiveFinancial ServicesHow Consumer Rate Categories At Showing Diversity in Ads Above averageAverageBelow averageIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERS Listen to you

69、r audience to break biases and assumptions.Great brands recognize the opportunity to learn from their consumers.Creating more inclusive messages,products and brands demands that marketers listen to those they aspire to reach.And listening requires undertaking research to disarm conscious and unconsc

70、ious biases and assumptions.Top brands from Nike to P&G fold consumer research into every aspect of marketing from product creation to advertising.Ensure teams reflect your market.Having diverse teams both internal and external partners and agencies that closely reflect the markets they serve can re

71、duce the distance between brands and consumers and enable inclusive design at the source.Be wary to avoid tokenism and ensure to create a safe,inclusive environment where diverse perspectives and opinions can be shared.Be proactive and intentional.Systemic exclusion of specific groups of people is d

72、eliberately orchestrated.That means inclusion must also be deliberate.Marketers must embed diversity and inclusion into their hiring practices,team culture,marketing efforts and measurement and KPIs in order to successfully disarm biases and exclusion and live values.dentsu Consumer Navigator-Divers

73、ity in AdsPart of Dentsu Group,Dentsu International is a network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Dentsu delivers people-focused solutions and services to drive better business and s

74、ocietal outcomes.This is delivered through five global leadership brands-Carat,Dentsu Creative,dentsu X,iProspect and Merkle,each with deep specialisms.DentsuInternationals radically collaborative team of diverse creators unifies people,clients and capabilities through horizontal creativity to help clients create culture,change society,and invent the future.Powered by 100%renewable energy,Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists,and partners with 95 of the top 100 global advertisers.About dentsu