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Diversity in Advertising and Communications: The Perspective of the People
August 11, 2022 | Report
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This is one of a series of insight papers drawn from our latest wave of research into Multicultural Consumers in North America. For more insights into this topic, please visit: https://www.conference-board.org/topics/multicultural-consumer |
Advertising and communications in the US have increasingly featured diverse people as the share of racial/ethnic groups in the US population continues to grow, and targeted advertising to smaller segments has become more economically viable. While marketers know it is important to communicate with audiences with diverse ethnic, socioeconomic, gender, and age backgrounds, reflecting diversity across various segments is an ongoing challenge for companies.
Advertising and communications have a vital role to play in reflecting society
Diversity in ads and communications helps to engage different segments of the US audience and create trusted relationships with consumers. US consumers believe that advertising plays a significant role in shaping society: 56 percent say that ads and communications are important to teach people about our diverse society. Half of Americans say that ads represent the current diverse population in the US. Research has shown that featuring diversity in ads can have business benefits: for example, 71 percent of LGBTQ+ consumers were found to be more likely to watch an ad if it represented their sexual orientation, and 69 percent of African American consumers to be more likely to purchase from a brand whose advertising positively reflected
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