The influence inclusive marketing has on consumer behavior
'Easter So White' campaign looks to draw attention to lack of diversity in advertising
"The Female Quotient, a women-owned business committed to advancing equality, partnered with Google and Ipsos this past summer to survey nearly 3,000 U.S. consumers of various backgrounds to understand perceptions surrounding diversity and inclusion in advertising. My team and I asked people about the factors they think are important for a brand’s ad campaign to be considered diverse or inclusive. Specifically, we surveyed respondents about 12 categories: gender identity, age, body type, race/ethnicity, culture, sexual orientation, skin tone, language, religious/spiritual affiliation, physical ability, socio-economic status, and overall appearance.
"We learned that people are more likely to consider, or even purchase, a product after seeing an ad they think is diverse or inclusive (in reference to the 12 categories discussed in this study). In fact, 64% of those surveyed said they took some sort of action after seeing an ad that they considered to be diverse or inclusive."
Article: Inclusive Ads Are Affecting Consumer Behavior, According to New Research