Adobe-2019年广告多样性报告（英文）-2019.9-20页_6mb

Diversity in Advertising Summary

Core Content

The Adobe Digital Insights 2019 survey explores how diversity in advertising impacts consumer trust, purchasing behavior, and brand perception in both the United States and the United Kingdom. It highlights the importance of accurate representation and transparency in advertising to build stronger consumer relationships.

Key Findings

US Results

• Trust & Revenue: 38% of US consumers are more likely to trust a brand with diverse ads, and 40% of females show a stronger preference.
• Purchase Behavior: Nearly 1/3 (33%) of consumers are more likely to purchase from brands with diverse ads, and over 50% of LGBTQ+ and African American consumers are more likely to do so.
• Ad Mediums: Network TV is seen as the most diverse ad medium by US consumers, despite common assumptions about social media and streaming.
  • GenZ: 27% see diversity in Network TV, 29% in Social.
  • LGBTQ+: 28% see diversity in Social.
• Representation Gaps:
  • 74% of white consumers feel their race/ethnicity is represented in ads, but this drops for other groups.
  • Asian and Middle Eastern populations report seeing more ads featuring Caucasian models.
• Data Sharing: Over 50% of US consumers opt-out of sharing data with brands they purchase from.
  • African American: 62% opt-out.
  • LGBTQ+: 59% opt-out.
  • Hispanic: 55% opt-out.
• Consumer Willingness to Share Data: If brands offer more diversity in ads, diverse populations are more willing to share personal data.
  • African American: 63% willing to share more data.
  • LGBTQ+: 59%.
  • Hispanic: 55%.
• Impact on Perception:
  • 49% of consumers say a brand's diversity impacts their perception.
  • 58% of LGBTQ+ and 53% of African American consumers have stopped supporting brands due to non/misrepresentation.
• Industries & Brands:
  • Food, healthcare, and education industries are better at reaching diverse populations than retail (a want-based industry).
  • Top brands seen as diverse: Nike, Coca Cola, Google, Apple, Dove.

UK Results

• Trust & Conversion: 33% of UK consumers are more likely to trust a brand with diverse ads, and 50% of LGBTQ+ consumers are more likely to trust.
• Purchase Behavior: 26% of UK consumers are more likely to purchase from diverse brands, and nearly 40% of LGBTQ+ and Black consumers are more likely to do so.
• Ad Mediums: Free-to-air and Streaming networks are the most diverse in UK advertising.
  • GenZ: 40% attribute diversity to Social.
• Representation Gaps:
  • White is the most portrayed race/ethnicity in UK ads (46% for males).
  • UK consumers rarely acknowledge or are targeted by ethnically diverse ads.
• Data Sharing: Over half of UK consumers opt-out of sharing data with brands they purchase from.
  • Mixed Race: 62% opt-out.
  • Asian: 62%.
  • Black: 63%.
• Consumer Willingness to Share Data: If brands offer more diversity, diverse populations are more willing to share personal data.
  • Black: 63%.
  • Asian: 59%.
  • Mixed Race: 52%.
• Impact on Perception:
  • 63% of UK consumers say their perception of a brand is impacted by its advertising diversity.
  • 46% of Black consumers, 35% of Asian consumers, and 33% of LGBTQ+ consumers have stopped supporting brands due to lack of representation.
• Industries & Brands:
  • Retail and travel are more effectively targeted in the UK than necessity-based industries like food and healthcare.
  • Top brands seen as diverse: Nike, Apple, Coca Cola, Tesco, Marks & Spencer.

Conclusion

Diversity in advertising is crucial for building trust and driving revenue among consumers. While there is a growing trend toward more diverse ads, representation gaps persist, especially for non-white and non-male demographics. Brands that prioritize diversity in their advertising and demonstrate transparency can encourage data sharing and foster deeper consumer engagement. The survey also underscores the importance of aligning advertising strategies with the needs and preferences of diverse audiences to avoid losing customer support.