Ads are not inconsequential. Of the almost 600 consumers we engaged in this research study, most think ads are important and make a difference.  Consumers say that ads reflect society, so inclusive and diverse representation matters.

Even though consumers are more likely to be able to skip or avoid ads these days, they recognize the implicit effects that advertising has on them.

Traditionally underrepresented groups are more likely to say inclusion is very important in ads (69% among Black viewers, 51% among women).

Similarly, 59% say representation in advertising definitely has an impact in making people more accepting (74% among Black audiences).

Diversity and inclusion in ads has other specific social good benefits as well

And, doing the right thing is also good for your brand.

… yikes… ?

Most are on board with diversity and inclusion, so continuously seeing commercials with the same generic messaging about diversity may start to feel like advertisers are shoving it down our throats. Even something well-intentioned and important can start to get old (e.g., see every COVID ad “in these unprecedented times”).

Others want brands to stay in their lane and stick to selling products, not telling us what to think. There’s something quintessentially American about only wanting to be sold products and not beliefs.

Many argue that if we want something to feel normal, then it shouldn’t be a big deal. The best way to normalize diversity would be for it to be present but not a central focus of the ad.

A unique issue that advertisers face in addressing diversity is true statistical representation. If a population is technically representative, it would statistically match the general population of the United States. However about half of consumers are uncertain if perhaps advertisers have made an overcorrection in representation recently.

While generic, sweeping ads about diversity may leave consumers feeling exhausted, this varies greatly by ethnicity, sexual orientation, and political ideology. Certainly, there is merit that advertisers have beaten the message on the head over and over again, but traditionally underrepresented groups like Black or African American people and LGBTQ+ individuals largely do not share the same sentiment.

This is precisely what white privilege looks like. If watching ads on TV about race feels exhausting, then consider how people of color feel when they have to live with real, everyday reminders of systemic racism. Black communities may not have the privilege to just skip ads about diversity—they have to live it.

Have ads gotten too preachy about diversity?

Yes, it’s too much

It’s clear that straight, white, conservative, rural, and male respondents are more likely to share this feeling. While it is a valid concern that advertisers have gone overboard, we can see the impact of white privilege or white fragility (even in the way we watch ads) explicitly in our data.

With BLM gaining public support, advertisers seem to have done a better job including more Black voices in advertising. When asked how well ads represent them, Black consumers respond similarly to white consumers.

However, diversity is not just Black and white…  older adults and Asian Americans are most likely to feel left out of advertising.

How well do you think ads represent YOU specifically?

Meh or Yikes (could use work / not good at all)

We know consumers are looking for authenticity, and there’s no clearer way than to show authentic employees. Consumers explicitly mention that inclusion goes beyond just hiring diverse actors for the ad – diverse hiring at all levels is critical to be truly inclusive. If companies want their ads to feel real, then using real people is a no-brainer.

Consumers also look for ads that normalize diversity by not drawing too much attention to it. It should be clearly visible but not a central theme; and bonus points if it can genuinely make people laugh and poke fun about our differences in a way that includes everyone without putting anyone down.

Consumers also enjoy seeing their favorite celebrities, but adding a diverse celebrity does not prove the brand is inclusive. Celebrities and spokespeople do not represent brand nearly as well as the real people who work there, so consumers want to see diversity beyond famous cameos. Using a famous person of color can border on just casting token minorities, which can seem problematic especially if the brand is historically not known for being inclusive.

Others say there’s TOO MUCH of these elements

Diversity will continue to be a delicate and important topic in every industry. As trends and consumer attitudes change over time, marketers need to keep their pulse on the consumer attitudes using modern research techniques that help provide foresight on what’s next. Conversational, mobile messaging-based approaches are proving to be a fast, easy, and effective way of getting ongoing insights from a more diverse and inclusive group of consumers. Get in touch with the Reach3 team to learn more.

Total sample n=577, Fielded February 8-9, 2021

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