NEWS28 September 2021

Diverse advertising ‘more engaging', finds DMA study

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UK – More than a third of respondents to a Data & Marketing Association survey find diverse advertising more ‘engaging’, rising among younger, more affluent and London-based consumers.

Diverse team of people planning strategy around table

The report, Acquisition and the Consumer Mindset 2021, found that 37% of consumers said they found representing diversity in advertising made the advert more engaging.

This rose to 55% of consumers aged 25 to 34 and 46% of consumers based in London.

The research was conducted in August 2021 through an online survey of 2,000 respondents. The data was collected by trend analysis company Foresight Factory, then analysed by the DMA insight team.

One in four respondents also claimed they are more likely to buy from brands that successfully represent diversity in their advertising.

This increased to 59% of 25 to 34-year-olds, albeit the figure fell to 47% among 16 to 24-year-olds.

The vast majority of consumers surveyed ( 80%) said they expected brands to offer good value for money, and 45% said they would like to be able to filter products when shopping online according to the values they agree with, such as sustainable products.

Tim Bond, insight manager at the DMA, said: “The pandemic has brought about the rapid rise of a new paradigm brands must be aware of, where value must also be aligned with the right values.

“While functional reasons for choosing a brand – like discounts, a cheaper price and free trials – should naturally be highlighted, these should be treated as hygiene factors with more emotional and values-based considerations brought to the forefront.”