You mean showing incisiveness and acceptance, sells? Well I’ll be…
‘Go woke, go broke’ not true for brands, says global advertising study
Research shows ad campaigns that are more inclusive have a positive impact on profits, sales and brand worth
The analysis was conducted by researchers from the Saïd Business School at Oxford University using data collected by a group of large businesses, including Diageo, Kantar and Unilever, in collaboration with the Geena Davis Institute, set up by the US actor and activist to study gender in the media.
It found that when an advert can authentically and positively portray a full range of people – devoid of stereotypes – it can provide an edge in the marketplace when it comes to consumer preferences and long-term sales figures.
Based on analysis of 392 brands across 58 countries, the research, which claims to be the first of its kind, indicates the positive impact of inclusive advertising on outcomes, with an almost 3.5% boost to shorter-term sales and a more than 16% increase in the longer term.
It seems to persuade 62% of buyers to choose a product and make 15% of shoppers more loyal.
The study covered different product categories such as confectionery, snacks, personal care, beauty, pet food, pet care, alcohol, consumer healthcare and household products, across a variety of geographies.
https://www.theguardian.com/media/2024/ ... sing-study
