December 6, 2019.
Written by Sharoon Emmanuel
Female Quotient, Google and Ipsos carried out a joint survey last summer on nearly 3,000 U.S. consumers of various backgrounds to understand acuities surrounding diversity and inclusion in modern day advertising. Focusing on about 12 categories namely age, body type, gender identity, race/ethnicity, culture, skin tone, language, sexual orientation, religious/spiritual affiliation, socio-economic status, physical ability and overall appearance, the survey investigated factors that are important for a brand’s ad campaign to be considered diverse or inclusive.
Among product-related actions, the options list included the following:
· Bought or planned to purchase the product or service
· Considered the product or service
· Inquired more about the product or service
· Compared pricing
· Asked friends, family & acquaintances
· Looked for ratings & reviews
· Visited the official website & social media page
· Visited a site/app or store to check out the product
Shelley Zalis, CEO, Female Quotient, sharing her thoughts on the influence of inclusive marketing on consumer behavior said: -
“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. This percentage is higher among specific consumer groups including Latinx+ (85%), Black (79%), Asian/Pacific Islander (79%), LGBTQ (85%), millennial (77%), and teen (76%) consumers.”
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The survey revealed that consumers expect brands to be inclusive and imitate the reality of their lives in advertising. Among the different segments of audience surveyed, LGBTQ and Black respondents articulated the strongest predilection for diverse and inclusive ads. 69% of Black consumers responded that they are likely to purchase from a brands that positively reflect their race/ethnicity.
Virginia Lennon, Ipsos senior VP of the Multicultural Center for Excellence, said: -
“We now have generations of consumers who are increasingly multicultural through the intersectionality of race, gender, ethnicity, and sexual orientation. This study clearly told us that these consumers expect brands to be inclusive and reflect the reality of their lives in advertising”
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71% of LGBTQ consumers said that’ll interact with an online ad that authentically signifies their sexual orientation. Marketing strategies now require the showcasing of a wide range of diverse identities that people can relate to. The most effective ads mirror consumers honestly with positive reflections that ultimately results in enhanced brand perception, increased brand effectiveness, and significantly lifts purchase intent and loyalty. So, the crux is becoming the market you seek and lessening the cultural distance between your marketing team and the market to drive profitable discussions.
Case Study: Gillette
The shaving brand decided to transit from the all-American, clean-shaven male image to something that relates more to the current scenario. Reconsidering its “The best a man can get” tagline to “The best a man can be”, the ad urged men to question how the culture has shaped their identity. Since the release, Gillette has gained a lot of attention in terms of support and criticism.
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Originally Published November 13, 2019 09:43 AM, Updated November 14, 2019.