Study: 42% Of Aussies Say They Don’t Feel Represented By Advertising

Study: 42% Of Aussies Say They Don’t Feel Represented By Advertising
B&T Magazine
By B&T Magazine



A new global study that asked the question “I feel that people like me are full represented in adverts” found, that when it came to the Australian respondents, some 42 per cent disagreed with the statement while only 22 per cent agreed.

The research, by marketing intelligence agency WARC and YouGov, found that globally, 44 per cent of adults say they are not fully represented in advertising.

Of the 14 of the 17 markets surveyed, more people said they do not feel fully represented than the number saying they do feel represented.

The study noted: “Brands are failing to achieve diverse representation in their advertising, as more than two-fifths of consumers (44 per cent) say they are not fully represented by the people they see in adverts, according to research across 17 markets from YouGov. Just 19 per cent feel fully represented, with 31 per cent in the middle (neither agreeing nor disagreeing).”

“Evidence shows that deliberately choosing to reach diverse audiences in more contextual, more targeted and more representative spaces can have a bigger impact for brands. Inclusive casting, inclusive story and inclusion as purpose are three approaches for achieving progress, with concrete action rather than token-led stunts being vital,” WARC noted.

 




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