Promises to increase diversity in ads are falling short

Pledges to increase diversity in commercials and ads are falling short, according to a summary by market research Insider Intelligence. “Diversity and inclusion in advertising have become consumer must-haves, not nice-to-haves. By neglecting to include populations representing diverse hues in their ads, advertisers could contribute to reinforcing unfavourable stereotypes.”

“The consumer base, especially Gen Z shoppers, will abandon brands that fail to deliver on social commitments,” says demographics analyst Christina Obolenskaya. 

“It isn’t enough for brands to hop on to marketing trends during Black History or Pride Month—wider racial and gender-inclusive efforts need to be year-round considerations.”

“Brands that shun DEI also risk alienating US racial and ethnic groups whose numbers and buying powers are rising. In short, they could be leaving sales on the table”, the company says.

“Video advertising can strongly influence attitudes and perceptions, and studies show consumers are drawn to brands that reflect their ethnicities, tastes, backgrounds, and values.”

• Diversity in video advertising receded last after making notable gains in 2020 and 2021, according to marketing news site Marketing Dive.  
• White actors made up 73% of people appearing in video creative in 2022 compared to 66% in 2021 and 67% in 2020. 
• Men also dominated the screen, accounting for 65% of people appearing in ads and 73% of voices heard.   

Ad Age reported that of 74 celebrities in Super Bowl commercials, 22 were Black, five were Hispanic, and none were Asian American or Pacific Islander.

A survey commissioned by Amazon says 67% think it is important that brands promote diversity and inclusion. 70% said DEI is important when choosing a brand to purchase from.