Reflecting Modern Britain?

A study into inclusion and diversity in advertising

Advertising isn't seen as being representative

In our efforts to develop more inclusive advertising for our brands, we commissioned a study which looked at the advertising state of play today and how customers are represented. The results were illuminating and inspired us to look at ways we could improve our own marketing approach.

After reviewing over 1,300 adverts from over 40 different brands the results were startling. Less than 20% of the people featured in advertisements included people from minority groups.

People don't feel accurately portrayed

Our survey revealed that people don't feel accurately portrayed in advertising and this was increased when we interviewed minority groups.


Advertisers have a duty to reflect accurately

We’ve come a long way in recent years but consumers feel advertisers have to take inclusion and diversity more seriously and think about how they portray society’s minority groups.

Key Considerations for Marketers

From a marketer’s point of view, the actions are clear:

  • Demonstrate inclusivity, by showing a variety of people.
  • Be authentic and ensure depiction is realistic.
  • Ensure the protagonist and script lends itself to the story.

Download Report

View a printable version of the report.