Using neuroscience to make the case for more diversity in advertising

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

New research in marketing

This article is part of a series of articles from the WARC Guide to new research in marketing. Read more.

The massive missed opportunity

By not being more inclusive in who is cast in advertising, brands – and their agencies – continue to miss opportunities worth hundreds of millions of dollars.

There tends to be a rush to construct a creative brief and just take any data that are easily accessible. Not all data are equal and it is necessary for a brand director/manager and agency strategist to make sure the data they are receiving to make decisions truly represents the audience for which they are aiming. So, for example, if your audience is 25% Black and Indigenous, it is not possible to achieve that if your sample plan (and quotas) only focuses on age, gender and region. WARC Exclusive: WARC Exclusive: WARC Exclusive: International Journal of Market Research: