Credit: Elizaveta Dushechkina via Unsplash
Australian consumers say reducing bias and discrimination in marketing is now a priority.
And they are wary of hollow or inauthentic attempts to address diversity in advertising.
Integral Ad Science ran an online survey of more than 500 Australian consumers to better understand attitudes to Diversity and inclusion (D&I) overall and in digital advertising.
This study explores why diversity matters in advertising and measures how inclusive messaging affects consumer sentiment, receptivity and purchase behaviour.
More than half (51%) of consumers surveyed agreed that brands only use diversity in advertising to increase their profits.
A slide from the survey presentation:
Key takeaways:
1. Australian consumers care about diversity and inclusion and want to do more to help promote D&I causes.
- 81% consider diversity and inclusion to be important to them
- 67% believe their actions have a significant impact in helping support diversity and inclusion causes
2. Australian consumers feel that brands and advertisers should also play a part in advocating for D&I causes
- 75% believe that it’s important for brands to promote diversity and inclusion
- 71% of consumers say fashion/apparel is the top vertical they expect to play a role in advocating for D&I
3. Australian consumers believe that it’s important for advertisers/brands to promote diversity and inclusion in their advertising and media buys too
- 81% of consumers think advertisers/brands should make an effort to place ads around content that promotes diversity
- 75% believe that brands have a responsibility to reflect our modern culture
4. The brand and content surrounding the ad can be linked in the minds of Australian consumers, impacting ad performance and brand perception
- 44% of consumers would interact with or purchase products from ads that are placed alongside content that promotes D&I
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