Results from the Adobe Diversity in Advertising survey reveals that diversity and consumer representation in advertising is important to most Australians and key to brand engagement and trust.
Diversity and representation
While progress has been made with 58 per cent consumers reporting ads are more diverse now compared to three years ago, there is a long way to go.
The most underrepresented ethnicities in advertising have been advised by consumers to be Aboriginal and Torres Strait Islanders, and people of African and Middle Eastern descent.
According to APAC Head of Advertising Cloud at Adobe, Phil Cowlishaw, the message to advertisers is clear: “Make customers feel like the brand knows and cares about them through representation.”
According to the 25 years of Digital Advertising report that was also recently released, digital advertising has become the most impactful platform for advertising today.
It is said technology gives brands scope to deliver more curated, contextual and personalised advertising.
However, there is still progress to be made in this space as survey results reveal that only nine per cent of consumers feel digital ads are representative.
“If brands want to tap into this huge market of emerging consumers, they need to leverage digital [technology], and share content that represents and inspires their audience,” Mr Cowlishaw said.