Brands are failing to achieve diverse representation in their advertising, as more than two-fifths of consumers (44%) say they are not fully represented by the people they see in adverts, according to research across 17 markets from YouGov. Just 19% feel fully represented, with 31% in the middle (neither agreeing nor disagreeing).
This is true across the world – in 14 of the 17 markets surveyed, more people say they do not feel fully represented than the number saying they do feel represented.
Consumers in Europe are more likely to disagree with the notion that they feel fully...