Microsoft Corp. has put some quantitative evidence behind the qualitative instinct that inclusive, representative advertising is more powerful.
New research from the Redmond, Washington-based technology company demonstrates that brands embracing inclusivity in advertising are “more authentic” for:
- 69% of women;
- 59% of men;
- 72% of ethnic minorities;
- 57% of Caucasians.
When it comes to being “more trustworthy”, those totals stand at:
- 68% of women;
- 60% of men;
- 68% of ethnic minorities;
- 52% of Caucasians.
Brands must engage in new types of consumer conversations
Microsoft’s “Marketing with Purpose Playbook”, the source of these datapoints, began with the understanding that,...