Consumers Say That Diversity in Advertising Has An Impact on Them

September 3, 2019

Six in 10 US consumers believe that diversity in advertising is important. Added to that, showing diversity in advertising can also lead to trust: almost 4 in 10 respondents from the more than 1,000 adults surveyed [download page] by Adobe say they are more likely to trust a brand that shows more diversity in its ads.

With some 62% of respondents saying that a brand’s diversity, or lack of it, impacts their perception of their products or services, just how many are willing to stop supporting a brand whose advertising doesn’t reflect their identity? About one-third (34%) of respondents overall say they have ceased to use a brand that didn’t represent their identity in its advertising. However, the number of respondents who have boycotted a brand because it didn’t represent their community increases considerably when looking specifically at different communities.

As a group that has historically felt underrepresented in advertising, the majority of the LGBTQ+ individuals report supporting companies and brands that market to and support their community. The reverse is also true, with nearly three-fifths (58%) of LGBTQ+ respondents saying they have stopped buying from a brand because it did not reflect their identity.

Additionally, a large portion of African-American (53%) and Hispanic (40%) respondents also have walked away from a brand for not representing them in its advertising. A recent report from PQ Media and the ANA found that while Hispanics and African-Americans make up a sizable portion of the US population, the number of advertising dollars spent to target them is very low.

The encouraging news is that more than two-thirds (69%) of respondents say that they have seen more diversity in advertising than they did three years ago. Respondents note that industries such as food (33%), healthcare (30%), retail (30%), media and entertainment (29%) and education (25%) offer more diversity in their ads, with brands including Nike (34%), Coca Cola (32%) and Google (29%) making an effort to appeal to a more diverse group of consumers.

About the Data: Findings are based on a survey of 1,012 US adults.

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