Diversity and inclusion matter in digital marketing too.
Diversity and inclusion (D&I) are taking center stage as consumers push for brands to reflect modern culture in their marketing efforts. In fact, two-thirds of consumers think it’s important for brands to promote D&I, but more than half are wary of marketing campaigns that miss the mark with hollow attempts at inclusivity.
So how can marketers mindfully meet consumer needs through authentic D&I efforts?
In our latest research, IAS surveyed U.S. consumers to explore why diversity and inclusion matter in advertising and measure how inclusive messaging affects receptivity and purchase behavior. Plus, we look to contextual targeting to gauge the impact that contextual adjacency has on consumer sentiment and behavior in relation to brands’ D&I efforts.
Here’s a sneak peek at what we found:
- 82% of consumers think brands should make an effort to place ads around content that promotes diversity
- 55% of consumers hold advertisers most responsible for the type of content ads appear near
- 45% of consumers would be likely to switch or boycott brands that have poor D&I values
Representation and inclusivity can be make or break for marketers. Download the research now to find out why.