In today’s advertising landscape, diversity plays a crucial role in shaping consumer engagement and brand loyalty. Recent data from Spark Foundry’s Insights Accelerated report looking at data from Q3 of this year reveals that while there has been an increase in sentiment toward representation in advertising post-election, there has also been an 18% increase in consumers who perceive representation as performative or tokenistic. This further proves the need for brands to authentically represent diverse groups. Our research involving diverse individuals, highlights current representation levels and consumer expectations. Addressing these can help brands forge stronger, more genuine connections. So, what steps can brands take to ensure their diversity efforts resonate as authentic and impactful with consumers?
Tokenistic representation sentiment on the rise
While Q3 revealed an increase in consumers feeling represented, there was also a significant rise in perceptions of tokenism, highlighting an underlying scepticism about the authenticity of representation in advertising. There have been recent controversies where we’ve seen brands face backlash for ads accused of perpetuating racial stereotypes. This backlash serves as a stark reminder of the fine line brands (and their agencies) must walk. This can act as a wake-up call for the industry, urging us to do better with our representation efforts. It may also cause hesitation, as brands retreat in fear of becoming public targets. According to a survey by Censuswide, a staggering 86% of the 500 respondents from the UK and US reported encountering ads they considered culturally inappropriate or irrelevant. Among Gen Z, this figure rises to an astounding 96%.
Authentic representation
The insights from Q3 suggest a critical opportunity for brands to differentiate themselves by committing to genuine, consistent DEI strategies rather than sporadic inclusion efforts. According to the same survey by Censuswide, when brands demonstrate respect for cultural nuances, a significant 71% of respondents expressed a greater willingness to engage with them. By embedding inclusivity into long-term strategies, brands can ensure their representation is perceived as authentic, ultimately fostering deeper connections with their audiences and steering clear of the pitfalls of tokenism. This proactive approach not only enhances brand credibility but also strengthens relationships with diverse groups, paving the way for meaningful engagement in an increasingly aware marketplace.
Television’s strong representation for 16-34s
Television remains a robust medium for diversity, with 70% of 16–34-year-olds feeling well-represented by TV ads, according to the Insights Accelerated report. Despite discussions about declining viewership, TV continues to have significant impact, resonating with both younger and older audiences through its broad reach and familiar format. However, despite people feeling this way, it’s important to recognise that 16- to 34-year-olds are becoming increasingly discerning consumers; 58% prefer to buy from brands that emphasise diversity and inclusion in their advertising, while 49% will actively avoid brands that do not embrace diversity.
Opportunities to enhance representation across platforms
While 16- to 34-year-olds feel well-represented on TV, there’s a notable gap in representation in print and online media. This gap presents a strategic opportunity for brands to engage younger audiences more effectively on these platforms. By leveraging targeted messaging in online publications and other digital formats, brands can address this disparity and establish a strong presence among younger demographics. Drawing insights from successful TV campaigns can also enhance engagement across digital and print media, helping brands cultivate a more inclusive image that resonates with today’s socially conscious society. This approach not only meets the expectations of younger audiences but also solidifies a brand’s commitment to diversity and inclusion across all marketing channels.
The Olympics as a catalyst for perceived representation
The Olympics serves as a powerful catalyst for diversity in advertising, significantly increasing the sense of representation among people of colour. In July, during the Olympics, the percentage of people of colour who felt represented by the ads they saw jumped from 14% in June to 26%. This considerable rise highlights the impact of aligning with major global events that celebrate diversity, even if these events are not tied to specific cultural or religious occasions. The Olympics not only features a diverse range of athletes from around the world but also embodies societal values of inclusivity. Additionally, its diverse programming, showcasing sports like break-dancing and rock climbing, resonates with audiences who have varied interests and backgrounds.
Embracing universal diversity
The Olympics demonstrates how brands can embrace diversity by aligning with universally inclusive events. This approach shows that diversity in advertising does not need to be explicit or focus on specific demographics. By existing within diverse contexts and celebrating shared human experiences, brands can naturally appeal to wide audiences. This strategy integrates diversity into core messaging, reinforcing a brand’s commitment to inclusivity subtly, yet impactfully.
The findings from Q3 2024 highlight that consistent representation in advertising is essential. Navigating representation in marketing is a nuanced challenge that deserves thoughtful consideration. Brands can find themselves in a difficult position — facing scrutiny for lack of inclusivity yet potentially missing the mark if representation efforts are not executed with care and understanding. Brands that genuinely embrace diversity can forge deeper connections with consumers, enhancing brand loyalty and trust. With television and platforms like YouTube leading the way in audience representation, there are significant opportunities for brands to leverage these mediums for authentic engagement. Drawing inspiration from global events such as the Olympics allows brands to incorporate diversity in a way that resonates without overshadowing the core message. This approach helps to foster genuine connection and credibility, making it evident that thoughtful representation is achievable. By prioritising diverse teams, engaging with specialist partners, and focusing on individual insights rather than broad segments, brands can position themselves for meaningful success in 2025 and beyond, all while contributing positively to the communities they serve.
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