90% of Advertisers say Reducing Bias and Discrimination in Marketing Now a Priority

Matterkind, IPG’s activation intelligence company, has released a new report showing that over 50% of people think it’s important for advertisers to ensure they reach a diverse range of audiences – and this rises to 70% for people who are likely to engage with ads.

The industry is overwhelmingly heeding the consumer desire for diversity with the report finding that more than 90% of advertisers say that reducing bias and discrimination in marketing and advertising is now a priority.

The report, “Diversity & Equity in Advertising: A Holistic Approach,” which was conducted in partnership with international research consultancy MTM, explores how advertisers can embrace diversity & equity in advertising to “usher in a new era of responsible marketing and advertising.”

 
 

“The findings are clear in that the consumer public at large has, in recent years, become more aware of discrimination and inequity for diverse groups resulting in an increased demand for advertisers to act,” Matterkind said in a release.

Key findings

  • Customers favor diverse advertisers
    • 50% of customers agree that they are more likely to recommend a product or service if their advertisements are diverse and representative.
    • 45% of customers feel that they are more likely to buy a product or service if its advertisements are diverse and representative.
    • 44% of customers would not engage with a brand they felt was not taking diversity and representation seriously.
    • 36% of customers have boycotted a brand because of issues with diversity and representation.
  • Advertisers see DEI as a priority and are adapting their marketing approach
    • More than 90% of the advertisers say that reducing bias and discrimination in marketing and advertising is now a priority.
    • As it relates to marketing strategy, Matterkind anticipates a 23% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years.
    • When considering adapting creative to ensure representation of different groups, there is an anticipated 5% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years.
    • Advertisers anticipate addressing internal diversity will increase 11% over the next 3 years compared to the last 3 years.

“Yesterday’s customer is not today’s customer, and it is mission critical that brands and advertisers do everything in their power to engage their audiences consciously, with relevance and respect,” said Erica Schmidt, Global CEO of Matterkind.

“The best way to do that is by authentically investing and acting on impactful DE&I strategies, and what we’re seeing throughout both the report’s findings and general consumer behavior is that audiences are demanding representation and inclusion to be key brand priorities for advertisers. Matterkind’s goal is to help brands take actionable and meaningful steps in turning their DE&I goals into reality.

 
 

For more information or to download the report, please click here.

Image: Scott Webb via Pexels

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