Diversity in advertising is common, but here’s how to make it actually have impact

Lindsay Wade

Based on analysis of 17,000 data points, this article looks at lingering issues with portraying diversity in advertising.

Why it matters

The need to portray people in all their diversity isn’t just window dressing that brands need to embrace. It actually has an effect on brand perception and share price.

Takeaways

  • When diversity is portrayed in all its complexity, it has a positive impact on the brand itself.
  • However, brands that score high in two-dimensional diversity – which is devoid of nuance and relies on generic but physically diverse characters – see no noticeable lift in customer perception or financial performance for the brand.
  • Agencies should look at diversity through the lenses of recruiting, their account teams, strategy,...

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