Advertising that respects diversity and inclusion

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IAS therefore emphasises that the results of this study are very important for the marketing and advertising sector, as they show that brands must meet their demands for diversity and inclusion if they want their digital campaigns to remain relevant in consumers' purchasing decisions.

In this way, they must consider essential aspects of diversity and inclusion in their planning and creation processes for their advertisements. In particular, IAS specifies that consumers expect advertisements and content to be accessible to people with disabilities .

They also trust companies to use inclusive language in their ads and marketing campaigns. They also appreciate that different types of people are represented in the spots .

They also demand that companies have hiring practices that ensure they maintain a diverse employee base . They also demand that companies provide an adequate level of customer service to customers of all types .

Furthermore, the report stresses that it is not just the ads themselves that matter in consumer perception, but also the content and contexts in which they are shown. For example, almost all qatar phone data respondents (93%) believe that brands should specifically make an effort to publish ads in environments that promote diversity and inclusion .

Additionally, nearly half of them (47%) say they would be more likely to interact with an ad that appears next to content promoting diversity and inclusion . They also say they would be more likely to purchase a product or service from an ad that appears next to content promoting diversity and inclusion (52%).

“Our study shows that Spanish consumers expect brands to take a clear stance on issues such as diversity and inclusion. Advertisers who are truly looking to attract diverse audiences must look beyond keyword -based brand safety tools and adopt brand suitability solutions ,” warns Benito Marín , director of customer success for Spain and Portugal at IAS.

He also says that “ contextually relevant ads can increase ROI for advertisers looking to reach more diverse audiences.”