Diversity in Advertising a guide to getting it right
The Feeling Seen report in which inclusive advertising was judged by real, diverse audiences proves that brands who get diversity right benefit hugely. The best diverse ads are popular with everyone, but groups who feel represented by the ads react with particular emotion and intensity. Diverse advertising isn’t just about ‘doing good’ – it leads to greater engagement and greater commercial effectiveness.
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How Diverse Advertising Unites Us
Catch up on our Diversity webinar which we ran in July 2021, which explored how more diverse advertising connects better not only with those groups directly represented on screen, but also the public at large. By analysing 30 positively diverse and inclusive TV ads, using System1’s unique FaceTrace™ methodology, this session shares the response from across 10,000 people, including those with disabilities, Black British, Asian British, LGBTQ+, female and older aged groups.
Read a glimpse of Feeling Seen UK
The report titled Feeling Seen found that diverse advertising unites us all – ads that tell great, relatable stories about people’s lives evoke the greatest emotional response.
In compiling this research, we took ads which prominently featured people from groups we felt advertisers may not be serving well and set out to find out if they created positive emotions – and it was important that these were not simply people from the communities featured but by the population as a whole. What we found was incredibly uplifting - it confirmed that those that felt seen felt good and celebrating different lives and cultures unites us. What is good for society is also good for business
Jon Evans
Chief Customer Officer, System1
Download the full Feeling Seen UK Report
Feeling Seen is a first-of-its-kind report that explores and celebrates the benefits of inclusive advertising as seen through the eyes of real, diverse audiences.
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Download the full LGBT+ Visibility Research
Our latest research explores the effectiveness of LGBT+ visibility, demonstrating its profound impact. While visibility may not generally influence broad consumer effectiveness, it significantly boosts both long-term and short-term effectiveness with LGBT+ consumers. In fact, LGBT+ visibility predominantly enhances long-term ad effectiveness, especially among LGBT+ audiences.
Discover how your brand can leverage these insights to create more inclusive and effective campaigns. Download the full research now to learn how LGBT+ visibility can transform your advertising strategy and drive meaningful connections with your audience.
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Feeling Seen USA
Diversity in Advertising a guide to getting it right
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