Advertising for Better Representation: Creativity for all

Committing to diversity, equity and inclusion within advertising goes beyond simply doing what is right for society; it is a strategic move that yields both immediate and long-term benefits for brands.

The author(s)
  • Jill Urlage Creative Excellence, US
  • Aurélie Jacquemin Creative Excellence, France
Get in touch, equity and inclusion (DEI) initiatives are not just good for society, they’re also good for business. Whether measured in terms of boosting innovation, increasing cash flow per employee or resulting in higher revenue, DEI has a transformative power. 

Advertisers and brands have an opportunity to tap into this power and gain real value from embracing DEI in their advertising. Not just for purpose-led and equity campaigns, but also for product and social creatives. 

Advertising can play a role in connecting the audience with the people shown on screen. However, there is a gap between who we see represented in advertising and the real-world population – particular for seniors, people with disabilities and LGBTQ+ people. 

But how can brands ensure they get representation right, avoiding stereotypes and understanding cultural differences at country levels? 

In this paper, we dive into the findings of Ipsos’ DEI metric, drawing on the learnings derived from Ipsos’ creative evaluation solution, Creative|Spark to demonstrate how displaying positive and inclusive representation within advertising can lead to Brand Success. 

Looking at a range of award-winning DEI campaigns, we outline the principles that marketers can adopt to increase DEI effectiveness and Brand Success, while exploring the perceived inclusivity and business returns, through a range of cases. 

Read ‘Advertising for Better Representation’ to find out: 

  • How the Ipsos DEI metric can help brands measure whether the representation of people in the creative is perceived as positive, inclusive, and non-stereotypical. 
  • The impact that high DEI metrics have on creative effectiveness, positive sales lift and equity building outcomes. 
  • The short-term and long-term benefits of diverse casting with portrayals that are positive and inclusive. 
  • Which brands are getting it right when it comes to DEI advertising.

How can brands ensure they get representation right? Or ensure they get a signal that something may be off prior to going to air?”

Download the POV

The author(s)
  • Jill Urlage Creative Excellence, US
  • Aurélie Jacquemin Creative Excellence, France

Media & Brand Communication