Bridging the divide through positive portrayal in advertising
In 2023, the world witnessed a pink wave of Barbie mania that not only became the highest-grossing film of the year but also the highest-grossing film ever released by Warner Bros. Directed by a solo female director, this film, campaign, and overarching movement symbolised a strong sign of female empowerment and positive representation. The impact of media and advertising on our culture cannot be underestimated, with 76% of people believing that advertising has the power to shape how we perceive each other. This article dives into the importance of positive representation in advertising, backed by Ipsos data, and explores how by doing good for society it also enhances brand relationships and drives behaviour change.
Mind the gap
Despite the ongoing shift towards empowerment, less than 5% of advertisements portray women in roles that defy stereotypical perceptions. Ipsos' research based on ads tested in the US reveals a significant gap between the real world and the advertising world. While two in five people in the US are non-white, only one in five people represented in US adverts belong to diverse racial backgrounds. Moreover, there is minimal representation for seniors, LGBTQ+ individuals, and those with disabilities, despite these demographics making up around 37% of the US population.
Why does representation in advertising matter? To understand the impact of creative and thematic elements used in advertising, Ipsos regularly investigates the shifting and pervasive opinions about gender identity and diversity, equity and inclusion. Committed to helping advertisers accurately represent people in advertising, Ipsos was the first research member of SeeHer, an influential group dedicated to eliminating gender bias across the industry. To assess the benefits of positive female representation, Ipsos incorporates the Gender Equity Measure (GEM®) as a standard in Creative|Spark, Ipsos’ advertising assessment solution. GEM® is the first data-driven methodology developed by SeeHer to identify gender bias in media, allowing advertisers to consistently link accurate portrayal of women to improved brand preference.
How to bridge the gap
Integrating positive representation into brand strategies is more than a corporate exercise, people want, and expect to see brands to walk the talk, with 71% of people agreeing that brands have a responsibility to show diversity (Ipsos for Unstereotype Alliance, 2021). And by embracing diversity, organisations with diverse management enjoy 19% more revenue from innovation projects and better financial outcomes.
Similarly, the positive portrayal of women in advertising is a business booster, with the potential to enhance long-term brand relationships and drive short-term behaviour change. How women are depicted significantly influences viewers' perceptions and evaluations of the campaign. Adverts featuring positive female representation outperform on predicted market effects, with a 20% lift in likelihood to drive brand choice.
To help brands and advertisers assess and enhance their portrayal of under-represented groups, in 2023 Ipsos launched a global standard measure, Diversity, Equity & Inclusion (DEI). This new measure empowers marketers to gain valuable insights into any under-represented group featured in their campaigns. Ipsos' DEI metric can be applied across various demographics and contexts, enabling marketers to create impactful, inclusive advertisements.
On the right track
Finding the right balance between delivering a great creative experience, having a differentiated DEI angle, and connecting brands to the end audience in a way that delivers business outcomes is no easy feat. Virgin Atlantic's "See the World Differently" campaign provides a brilliant insight on the power of positive representation done well. Evaluated with Ipsos' signature creative assessment solution, Creative|Spark, the advert excelled in brand attention, creative effect, and equity effect. By powering up the creative with the use of entertainment, joy, and brand consistency, this creative secured a well-earnt spot in the top 10% of 2022 adverts evaluated in Ipsos’ UK creative database. Excelling on all three effectiveness KPIs; brand attention index (measure of memory encoding), creative effect index (short term sales lift potential), and equity effect index (long term market share, growth potential), its effectiveness leans perfectly into the Misfits mindset, delivering a unique and inclusive creative experience that is intrinsically linked to Virgin Atlantic’s brand value proposition.
Equally, in a progressive move, Coty boldly unveiled Rimmel’s Kind & Free™ line extension which embodied the spirit of clean beauty for all. Firmly grounded on the brand's commitment to celebrate beauty in its diverse forms, unique individuality, and self-expression, the new line extension leveraged the power of DE&I. Navigating this new territory, the creative insight was first explored and optimised through Ipsos’ interactive Instant|Labs to reveal the 'what', the 'why' and the 'how’. This initial deep dive led to the highly effective final video execution, as pre-tested in Creative|Spark, and ultimately ranking in the top 10% of the UK database for GEM® (Ipsos UK database for GEM®). This not only ignited short-term effectiveness but also fostered long-term brand building and fuelled global market share growth.
Closing the gap
While the industry still has a way to go, let’s not focus for too long on the current limitations, but rather embrace the untapped potential and strive to bridge this gap. The opportunity to shape perceptions, shift the narrative, and to foster a culture of inclusion and diversity is there for the taking.
But simply incorporating DEI into a campaign does not guarantee success. Just like any marketing strategy, the quality and fundamentals of creativity in advertising play a crucial role in its effectiveness. This is supported in Ipsos' publication “Misfits”, which is grounded in a comprehensive analysis of thousands of ads and their impact on everyday people, and demonstrates that combining both creativity and empathy can increase short-term sales impact by 20%. Getting the right balance of brand fundamentals, creativity, and insight, advertisers can excel in providing a credible and compelling experience.
Next stop? Act now, there is still time and opportunity to refine and nurture your strategy and carve out a distinctive narrative to win over consumers and beat the competition. By applying a "Misfits Mindset" to ensure effective communication and combining it with creative research, advertisers can navigate this journey with ease, precision, and confidence. The road ahead isn't just about business growth – it's a prospect to make a substantial difference in society. By embracing positive representation, we can contribute to a more inclusive and empowered future. The time to take action is now.