益普索-广告交叉性的积极影响（英）-2021.10-37页_4mb

Summary of "BEYOND GENDER" Report

Core Content

The "BEYOND GENDER" report, conducted by Ipsos for the Unstereotype Alliance, explores the impact of intersectionality in advertising across Japan, Turkey, the United Kingdom, and the United States. It emphasizes the importance of representing diverse identities in advertising to foster inclusivity, reflect societal realities, and drive positive consumer engagement and brand loyalty.

Main Findings

1. Consumer Expectations and Brand Closeness

• Consumers are increasingly expecting brands to represent diversity in advertising, including race, ethnicity, gender, sexual orientation, and ability.
• Intersectional advertising (representing people with multiple intersecting identities) was found to increase consumer feelings of "closeness" to a brand, which is a key indicator of brand choice and engagement.
• The increase in brand closeness was most significant in the United States and the United Kingdom, with smaller but still positive effects in Turkey and Japan.

2. Self-Perception and Discrimination

• Across all countries, a significant portion of the population, especially those from minority groups, feared discrimination and harassment in daily life.
• In Japan, the fear of discrimination was particularly high, with 9% of both males and females identifying as minorities.
• Self-perception was mixed, with higher levels of pride and confidence in Turkey and the US, but lower in Japan and the UK.

3. Under-Representation in Advertising

• Most consumers across all four countries reported rarely seeing themselves represented in advertising.
• In the US and UK, LGBTIQ+ individuals were more likely to feel under-represented, while in Japan and Turkey, the gap was smaller.
• Traditional gender and family roles were still prevalent in advertising, which did not reflect the lived realities of many consumers.

4. Impact of Intersectional Advertising

• Intersectional ads were generally well-received and associated with positive emotions.
• In Turkey, the US, and the UK, these ads had a stronger impact on traditionally marginalized groups, helping them feel more accepted and valued.
• In Japan, while the overall impact was less pronounced, the ads still had a positive effect, especially on minority and LGBTIQ+ individuals.

5. Demographic Differences

• In Japan, younger and unmarried individuals showed more negative self-perceptions and lower brand closeness.
• In Turkey, young, single, and LGBTIQ+ individuals were more likely to express fear of discrimination and feel under-represented.
• The UK and US showed more varied responses, with higher brand closeness among minority and LGBTIQ+ groups.

Key Insights

• Intersectionality in Advertising: Intersectional advertising that includes diverse identities (gender, race, class, etc.) is more effective in building brand loyalty and meeting consumer expectations.
• Social Change and Business Imperative: Brands that adopt intersectional approaches are not only contributing to social change but are also better positioned for business success.
• Cultural Context Matters: The impact of intersectional advertising varies by country due to differing cultural norms and levels of societal acceptance.

Call to Action

• Inclusivity is Crucial: Brands must move beyond traditional gender roles and include a wide range of identities in their advertising to reflect modern societal values.
• Need for Representation: Consumers, especially those from marginalized groups, seek to see themselves in advertising and feel that brands are inclusive and representative.
• Responsibility of Advertisers: Advertisers and creators have a responsibility to challenge stereotypes and promote authentic, diverse representation to support human rights and business growth.

Methodology

• The study included a pre-post analysis of consumer reactions to 8 selected intersectional ads across each country.
• A sample of 2,000 respondents was surveyed in each country, with an online methodology used for Turkey.
• Qualitative discussions and academic observations were also collected to provide deeper insights into the findings.

Conclusion

The report underscores that intersectional advertising is not just a moral obligation but a strategic business decision. It highlights the need for brands to reflect the diverse realities of society and to foster inclusivity and acceptance through their creative content.