Facebook’s New Research: Sellers Should Pay Attention To Diversity And Inclusion When Advertising!

People around the world want to see more authentic and accurate representations of the true diversity of their communities, including race, gender, sexual orientation and people with disabilities, and these expectations apply to brands’ marketing efforts, such as online ad campaigns.

In order to explore people’s attitudes towards online advertising and the impact of diversity and inclusion on the effectiveness of online advertising campaigns, Facebook recently conducted a related study. Let’s take a look at the results!

1. Online advertising is not immune to misrepresentation and underrepresentation

Facebook, along with the Geena Davis Gender Media Institute, studied a sample of 1,022 global Facebook video ads and found that negative biases and stereotypes persist in online ads, with women, for example, 14.1 times more likely to appear in revealing clothing than men. .

Additionally, underrepresentation is an issue in online advertising, with certain groups often being left out. For example, the disabled community represented only 1.1% of the ads examined, and the LGBTQ+ community only represented 0.3%.

2. People want brands to do better

Facebook commissioned Ipsos to survey 1,200 over-18s in Brazil, the UK and the US who regularly use Facebook to understand attitudes towards online advertising representatives.

About half of consumers surveyed (54%) said they do not feel culturally represented adequately in online advertising, and a majority (71%) expect brands to promote diversity and inclusion in online advertising.

3. Diversity and inclusion benefit brands

Online campaigns with more representation tend to have higher ad recall than campaigns with a single traditional form of representation.

The survey found that brand representation can help increase purchasing power and loyalty. About 59% of consumers said they were more loyal to brands that advocated diversity and incorporated online advertising, and 59% said they were more willing to purchase goods from these brands.

To sum up, digital channels are currently facing the challenge of misrepresentation and under-representation. Sellers should also pay attention to this during the advertising process and strive to make their activities more diverse and inclusive, thereby building a stronger relationship with consumers. connections, bring business benefits and have a positive impact on society.

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