Advertisers are falling short when it comes to representing individuals with different sexual orientations and people with disabilities, according to a new study.
The Geena Davis Institute on Gender in Media – a non-profit research body located at Mount St. Mary’s University, Los Angeles, that studies representation in media – assessed 133 ads that were shortlisted in the Film and Film Craft category at the 2018 Cannes Lions International Festival of Creativity.
These commercials were analyzed via a machine learning solution capable of delineating characteristics like the gender and race of a person who features in audiovisual content, with the additional coding of ads then being used to provide further nuance.
And, at the 2019 Cannes Lions International Festival of Creativity, the Institute revealed insights:
People of color
Thirty-eight percent of the US population are people of color, measured against 18% in the United Kingdom, 52% in Brazil, and 91% of South Africans.