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44% of adults say they are not fully represented in advertising
Attitudes to advertisingDiversity & portrayal in advertisingIndia
Brands are failing to achieve diverse representation in their advertising, as more than two-fifths of consumers (44%) say they are not fully represented by the people they see in adverts, according to research across 17 markets from YouGov. Just 19% feel fully represented, with 31% in the middle (neither agreeing nor disagreeing).
Why it matters
Evidence shows that deliberately choosing to reach diverse audiences in more contextual, more targeted and more representative spaces can have a bigger impact for brands.