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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.