2021年广告多样化报告（英）-44页_2mb

Feeling Seen: A Report on Inclusive Advertising

Core Content

Feeling Seen is a groundbreaking report that explores the impact of inclusive advertising on both brands and audiences. It was compiled by ITV, System1 (global experts in advertising effectiveness), and DECA (diversity media specialists). The report showcases 30 ads that feature under-represented groups, such as Black British, British Asian, people with disabilities, elderly people, LGBTQ+, and women. These ads were tested with custom samples from the specific groups they represent and with a general population control group to understand the emotional and commercial impact of inclusive advertising.

Main Points

• Inclusive advertising benefits both brands and viewers by creating a sense of belonging and positive emotional response.
• Diversity and inclusion are not just ethical imperatives but commercial opportunities. Ads that reflect real lives and cultures are more effective and drive brand growth.
• Emotional response is key to ad effectiveness. Positive emotions like happiness, and emotional intensity, are directly correlated with sales and brand loyalty.
• Diverse advertising unites audiences. The emotional journeys and associations across different groups are often the same, with only the magnitude of the response varying.
• Authentic representation matters. Ads that reflect cultural and personal realities, rather than stereotyping, are more relatable and effective.

Key Insights

Key Insight 1: Feeling Seen Feels Good

• Ads that include under-represented groups often score higher in emotional response among these groups.
• For example, McCain's "We Are Family" ad scored 4.7 Stars with the general population and 5.8 Stars with British Asian viewers.
• The emotional uplift from seeing oneself represented in ads is significant and can lead to stronger brand engagement.

Key Insight 2: Diverse Advertising Unites Us

• Diverse advertising doesn't require separate messages for different groups; it can resonate across audiences.
• The emotional journey and associations are largely similar between diverse groups and the general population.
• Negative emotions, such as those in Cadbury's "Creme Egg Golden Goobilee" ad, are also experienced similarly, showing the shared human experience.

Key Insight 3: Celebrate Lives and Cultures

• Successful inclusive ads celebrate real lives and cultures, not just tokenistic representation.
• They reflect the actual behaviors, values, and experiences of diverse communities, making them more authentic and engaging.
• Examples include Boots' 'Let's Feel Good About Summer' and Starbucks' 'Every Name Tells A Story'.

Key Insight 4: Different People. Same Rules

• Inclusive ads must also be great ads. They should follow the same principles of storytelling and creativity that make ads effective.
• An ad like Patak's, which is both diverse and well-crafted, scored highly with both the general population and specific groups.
• The ad industry's lack of diversity can lead to flawed instincts about what makes an ad effective, but real people often respond positively to inclusive content.

Key Insight 5: The Diversity Dividend

• Inclusive advertising performs better than the UK average, with a noticeable uplift in emotional and commercial metrics.
• The diversity segments scored significantly higher than the control group, showing a +0.6 Stars, +0.30 Intensity, and +0.9 Spike.
• This suggests that inclusive advertising can create a diversity dividend, benefiting both the audience and the brand in the short and long term.

Methodology

• The report uses a quantitative model by System1 and qualitative insights by DECA.
• 30 ads were selected for their focus on under-represented groups, and tested with custom samples from these groups and control groups.
• Over 10,000 interviews were conducted to gather insights.
• The study includes three headline measures:
  • Star Rating: Predicts long-term brand growth based on positive emotional response.
  • Spike Rating: Predicts short-term sales based on emotional intensity.
  • Brand Fluency: Measures how quickly and easily a brand is recognized in the ad.

Emotional and Cultural Impact

• Intensity of emotion, whether positive or negative, is crucial for ad effectiveness.
• Reasons for emotion and key associations help brands understand how their messages are received.
• Ads that reflect real, everyday lives and cultural nuances tend to perform better and resonate more deeply with audiences.

Conclusion

Feeling Seen highlights that inclusive advertising is not only ethically sound but also commercially effective. It shows that when brands represent diverse audiences authentically, they create emotional connections that drive both brand loyalty and sales. The report serves as a guide for advertisers looking to move beyond tokenism and create meaningful, inclusive content that reflects the real world.