Studies show a growing demand for inclusive content and a connection between diversity and business outcomes. Advertising is no exception. At a time when consumers feel less represented than ever, there is an imperative for brands to make and promote more inclusive ads. Improving representation within advertising necessitates understanding the current state of play.
This report includes data from over 10,000 ads, backed by $110+ million in ad spend, from brands across the Healthcare, CPG, Food & Bev, and Alcohol industries in 2021-2022. The following data suggests that despite a more balanced presence among genders in advertising, equitable portrayals and ad spend against diverse content remain low, particularly for intersectional identities.