The power of diversity in advertising – study
Advertising featuring underrepresented and diverse communities not only performs above average with the general population, but also drives a boost in engagement and effectiveness among the represented groups, new research has found.
The “Feeling Seen” report, jointly compiled by effectiveness experts System1, diversity media specialists DECA, and commercial broadcaster ITV, shows an uplift in performance across both long- and short-term metrics compared to the norm.
Researchers selected 30 positively diverse and inclusive TV ads and analysed the responses of across 10,000 people, including those with disabilities, Black British, Asian British, LGBTQ+, female and older aged groups.
The report shows there is an effectiveness case for diversity. When brands increase diversity in their ads, and give more customers the opportunity to feel seen by making the ads reflect their true, everyday lives, those ads are just as effective among the general population but are even more effective in the diverse groups that brands include.
Effective advertising drives brand growth, and there’s a diversity dividend available for brands who make all their consumers feel seen.
The Diversity Dividend for Brands
A key measure that was used in the research was the Star Rating, which is based on how positively viewers respond to the ad. It predicts the potential of an ad to contribute to long-term brand growth and runs from 1- to 5-Stars.
Collectively the sample of diverse advertising performed well with the general population, scoring slightly higher than the UK norm, which shows a positive impact of diversity in advertising.
The 30 diverse ads analysed claimed an average “star rating” of 2.8 for long-term brand growth potential among the nationally representative sample group. That average jumps to 3.5 when looking at the group included in the ad.
The ads were also more likely to drive a short-term sales spike with the inclusion group, with a score of 1.33 compared to 1.23 for general audiences.
The inclusion group also experienced a more intense emotional reaction to the ad they were represented in than the nationally representative sample, with a score of 1.77 compared to 1.54. In particular, the advertising evoked greater feelings of happiness.
“The results of this study clearly shows how important representation can be and how much better advertising feels when it reflects you, rather than rejects you. Feeling seen feels good,” said System1 CMO, Jon Evans.
Five Key Insights
Key Insight 1: Feeling Seen Feels Good
Across every diverse group sampled, researchers saw the same thing: there were ads which scored significantly higher among the diversity segment (eg Black British, LGBTQ+) than among the general population control group. In almost all cases these were ads which already scored well – gaining 3-Stars or more – but saw a big uplift among the specific groups included in the ad.
“This is a win-win – these ads are both commercially effective for the general population but also score even higher among the diversity segment they represent. Representation improves emotional response: feeling seen feels great.”
Advertising that creates sustained emotional response – ads which make people feel good – drives brand growth. And when people feel seen, they feel good.
Key Insight 2: Diverse Advertising Unites Us
While researchers regularly saw that the levels and intensity of emotion increases for the diversity segments, it’s important to stress that in other ways there was very little difference in the responses of the diversity segments and the control group.
Nothing in the results suggested that brands must make different ads for different audiences. Instead what came through is that diverse advertising unites us. In most cases, different groups responded to the same things in the same way – it’s only the magnitude of that response that shifts.
Key Insight 3: Celebrate Lives and Cultures
What do advertisers get wrong about diversity? They often go to one of two extremes. At one end is shallow representation – showing people from an under-represented group but in a way that feels inauthentic and diluted.
At the other end of the scale, brands wanting to show allyship or their commitment to different communities often look to make an impact by addressing a specific issue and making ads that are hard-hitting.
The ads which performed best among the diversity segments made neither of these mistakes. Instead, they were mostly ads which told great entertaining, moving or heartwarming stories.
Key Insight 4: Different People. Same Rules
Lots of the ads in the sample told stories – but not all stories were told well. Another key insight from the study is that the best way to make a great, effective ad which includes an underrepresented group is “to make a great ad which is also inclusive, not make an inclusive ad and hope it turns out great.”
Key Insight 5: Diverse Is Not An Identity
The last key insight drawn by the study is that generalisation in the area of diversity isn’t always useful. “Diverse” is not an identity – it’s an outcome which you only get by understanding and respecting identities.
And this well proved by the fact that different groups looked at did not all react the same way to the ads which attempted to include them. Each group contains multiple identities, and each group also has had a different history with advertising.
Takeaways - Recommendations for Brands
- Show the everyday life of people from underrepresented groups in ads – there’s an uplift in positive response that comes from feeling seen.
- There’s no trade off between “mainstream” and diverse advertising. The general population likes the same things in ads and makes the same associations – it’s only the intensity that changes.
- Underrepresented groups are more than their struggles. Ads can turn the spotlight onto other lives but it’s best done by entertaining not campaigning.
- Get the story, characters, music, fluent devices and other executional details right – so you make a great ad that’s also diverse, not a diverse ad you hope turns out great.
- Diverse groups don’t think or act as one – it’s better to tell someone’s story well than try and tell everyone’s story badly.
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