LAB42 REPORTS:
Diversity, Equity and INclusion in ADVERTISING AND MARKETING
With the increasing focus on DEI, multicultural marketing must move beyond just ethnic marketing. It must expand to include marketing and advertising that truly and authentically represents the diversity of consumers across all differences - from ethnicity to sexual orientation to differences in ability and more.
There has been a growing interest in Diversity, Equity, and Inclusion (DEI) in corporations over the past 2-3 years. After racial protests that rocked the USA and the world, many companies have committed to making diversity and inclusion the cornerstone of their organizations. While some companies made real progress in this respect (like Microsoft, Target, Intel, and others), many have not yet taken significant steps. And while most of the discussion has revolved around organizational change, it’s less clear how DEI has actually carried through in other areas like advertising.
To get answers, we conducted quantitative research among 1,000 US consumers, ages 13+, across ethnicities, age groups, abilities, and sexual orientations. Our analysis of the results led us to create multiple research takeaways focused on different aspects of DEI in advertising and marketing.
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diversity, equity and inclusion in marketing and advertising: Reports
REPORT #1
Not All Ads Are Created Equal: DEI in Advertising
We primarily wanted to understand whether individuals feel authentically represented in advertising. Do ads represent them and their community? Are these efforts seen as authentic? Is it important to them?
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LAB42 INFOGRAPHIC: DEI BY INDUSTRY
Representation in ads can have a profound impact on the effectiveness of an advertising or marketing campaign. Certain industries do an excellent job at representing various diverse communities; others miss the mark entirely.
Report #2
DEI IN ADVERTISING: THE GEN Z VIEWPOINT
Age can play a huge role in how people react to advertising and marketing campaigns. What worked for Millennials was very different from what resonated with Boomers and what they found appealing. Along the same lines, Gen Z, which makes up about 20% of the US population, is the most diverse generation ethnically, racially and also in sexual identity. We primarily wanted to understand whether they feel authentically represented in advertising.