Clear generational divide emerging in attitudes to inclusivity, survey shows
Younger generations would like to see greater representation in advertising, along with more accessible creative.
Gen Z would like to see better representation and accessibility in advertising, reveals new research from Clear Channel UK, which further highlights a growing divide between generational, and gendered, views on diversity and inclusion.
According to the research, 42% of Gen Z believes race and ethnicity is greatly underrepresented in advertising, followed by people with disabilities (40%), plus size models (36%), older age groups (30%), neurodivergent people (30%) and LGBTQ+ groups (27%).
By comparison, only 24% of the total 2,000 survey respondents think that race is underrepresented in advertising, while 31% think the same for disability, and just 16% for LGBTQ+ groups.
The findings indicate women are more concerned about diversity than men, with 41% wanting to see older age groups better represented compared to just 29% of men. While more women than men would also be interested in seeing disabilities, plus-sized models and neurodiversity in advertising (ranges vary between 10-15%).
In addition to improving representation in advertising, people would like to see marketers strive to make the creative itself more inclusive and accessible. Top of the list is ensuring messaging is simple (38%), followed by clearer layouts (36%), sensory optimisations, such as reducing sounds/brightness (34%), using clearer fonts (29%), improving choice of formats (18%) and using muted colour schemes (16%).
Why brands could be losing billions by failing to make their marketing more disability inclusiveCommenting on the findings, Clear Channel UK’s marketing director, Ben Hope, says out-of-home advertising is an effective way to create inclusive environments where everyone feels valued and respected.
“As a company, we are committed to making a positive change through our Inclusive Channel and encouraging brands to embrace diversity and normalise inclusive advertising planning,” he adds. “Such an approach would not just help embrace inclusive messaging, but also unlock untapped potential when it comes to reaching new audiences.”
Around a quarter of the UK population experiences disability, and it is thought that brands could be losing around £2bn every month as a result of not making their advertising suitably accessible.
While it is rising up the agenda, the industry has been slow to adapt. Barriers to this, according to ISBA’s Reframe Accessible Advertising campaign, include a lack of knowledge in how to implement it (40%), cost (40%) and creative considerations (20%).
In addition to the simplified messaging and layouts, and greater consideration for fonts and colour schemes, marketers should also consider factors such as alt-text and audio descriptions when designing ads.
As RNIB’s media, culture and immersive technologies senior manager, Sonali Rai, told Marketing Week earlier this year: “Expanded reach can lead to increased brand visibility and engagement. But it’s not all about profit. An inclusive approach fosters a positive brand image.
“Consumers appreciate brands that consider accessibility, leading to improved brand loyalty and positive word-of-mouth. It makes people feel valued.”
