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

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



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.

 

Please login with linkedin to comment

Warc

Latest News

PodSpot Studios Expand To Sydney & Gold Coast
  • Media

PodSpot Studios Expand To Sydney & Gold Coast

PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]

Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent
  • Campaigns

Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent

As Cricket fans everywhere will tell you, we’re only weeks away from the start of the 2021/22 Men’s and Women’s Ashes series. To mark the occasion and promote the sport’s greatest rivalry, Cricket Australia has launched their largest fully integrated campaign of the season, via creative and media agency Apparent. The work, under the campaign line […]

NSW Government Launches “Feel New” Travel Campaign Via Leos
  • Campaigns

NSW Government Launches “Feel New” Travel Campaign Via Leos

The benefits and transformative powers of feeling have long been the subject of research reports and medical studies. The experience of travel is not only beneficial to our wellbeing, but even the act of travel planning makes us happier. These truths are at the heart of the new tourism campaign launched today by the NSW […]

by B&T Magazine

B&T Magazine
Principals Appoints Rachel Terkelsen To Creative Director
  • Advertising

Principals Appoints Rachel Terkelsen To Creative Director

Branding design agency Principals has appointed Rachel Terkelsen to head up creative for its Melbourne office. Terkelsen joins Principals after spending nine years at PUSH Collective. She has been with PUSH since its inception following lengthy stints at both FutureBrand and Interbrand as well as five years running her own practice, Terkelsen Design. An award-winning […]

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]