New data from YouGov’s audience segmentation tool, Profiles, reveals that the majority of Australians (60 per cent) prefer seeing “real-looking people” in advertisements, with the strongest preference for authentic representation coming from those aged 25-44.
The data also highlights significant generational differences in how Australians view the content of ads. Nearly two in five consumers (38 per cent) feel their lifestyles are not adequately represented in advertising, with adults aged 35-44 being the most vocal on this issue—44 per cent of them express dissatisfaction with how their demographic is depicted.
While celebrity endorsements are enjoyed by 21 per cent of Australian consumers overall, this figure rises significantly among younger audiences. Nearly 40 per cent of adults aged 18-34 prefer ads featuring their favourite celebrities, compared to just 20 per cent of those aged 45 and above.
The data further reveals that younger generations expect brands to take a stand on social and political issues. More than half of Australians aged 18-44 (56 per cent of 18-24-year-olds and 52 per cent of 25-34-year-olds) believe companies should publicly express their views on important topics. This trend underscores a generational shift towards greater expectations for brands to demonstrate social awareness.
These insights offer valuable guidance for brands seeking to connect with Australian consumers. As younger generations continue to lead the way in their preferences for authentic representation and celebrity endorsements, advertisers are encouraged to tailor their messaging and strategies to reflect these emerging trends.
