Data from: Inclusive ads are affecting consumer behavior, according to new research

Data from: Inclusive ads are affecting consumer behavior, according to new research

In August 2019, the Female Quotient partnered with Ipsos and Google to survey 2,987 U.S. consumers of various backgrounds to better understand perceptions surrounding diverse or inclusive ads. The study asked participants about their perceptions with respect to 12 categories related to diversity and inclusion in advertising. Specifically, they were asked to think about which of the following, if any, they believe are important for brands to be conscious of in order to be inclusive and diverse in their ad campaigns: gender identity, age, body type, race/ethnicity, culture, sexual orientation, skin tone, language, religious/spiritual affiliation, physical ability, socio-economic status, and overall appearance. Of the various groups surveyed, LGBTQ and Black consumers expressed the strongest preference for diverse and inclusive ads. Below are some insights from the research.

Consumer Insights
69%

of Black consumers are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity.

Google/Ipsos
Consumer Insights
71%

of LGBTQ consumers are more likely to interact with an online ad that authentically represents their sexual orientation.

Google/Ipsos
Consumer Insights
69%

of Black consumers are more likely to proactively seek out a brand with advertising that positively reflects their race/ethnicity.

Google/Ipsos
Consumer Insights
71%

of LGBTQ consumers are more likely to trust a brand with advertising that authentically represents a variety of sexual orientations.

Google/Ipsos
Consumer Insights
67%

of Black consumers are more likely to interact with an ad that positively reflects their race/ethnicity.

Google/Ipsos
Consumer Insights
68%

of LGBTQ consumers are more likely to purchase from a brand with advertising that positively reflects a variety of sexual orientations.

Google/Ipsos
Consumer Insights
65%

of Black consumers are more likely to recommend a brand with advertising that positively reflects their culture.

Google/Ipsos
Consumer Insights
67%

of LGBTQ consumers are more likely to feel positively toward brands with advertising that demonstrates that men and women have the same capabilities and roles.

Google/Ipsos
Consumer Insights
66%

of Black consumers are more likely to return to a brand with advertising that authentically reflects their race/ethnicity.

Google/Ipsos