©2018AdobeInc.AllRightsReserved.AdobeConfidential.©2018AdobeInc.AllRightsReserved.AdobeConfidential.2MethodologyAtotalof1,012adultsweresurveyedintheUSA,and1,000intheUKUSsurveyswerecollectedbetweenMay16-22,2019UKsurveyswerecollectedbetweenJune6-10,2019©2018AdobeInc.AllRightsReserved.AdobeConfidential.DiversityinAdvertising|USResults©2018AdobeInc.AllRightsReserved.AdobeConfidential.DiversityInAdsGeneratesTrust&RevenueUSConsumersbelieveintheimportanceofdiversityinadvertising,andtheyputtheirtrustanddollarsbehindthatbelief438%consumersaremorelikelytotrustabrandthatshowsmorediversityinitsads,and40%offemalesaremorelikelytotrustabrandwithmorediversityintheiradsNearly1/3ofconsumers(overall)aremorelikelytopurchaseproducts/servicesfrombrandswithdiverseads,andover50%amongLGBTQ+andAfricanAmericanssaytheyaremorelikelytopurchase©2018AdobeInc.AllRightsReserved.AdobeConfidential.DiversityInAdsFlowFromNetworkTV5Consumersarerecognizingthestridesthatbrandsaretakingtobemorediverseintheiradvertising.OverthepastthreeyearsconsumersareseeingmorediversityinadsbeingservedOnemightthinkthatSocialNetworksorStreamingVideoContentproviderswouldbethemeccafordiversityinads,butNetworkTelevisionisthemediumthatConsumersseethemostdiversityinadsservedGenZ–Streaming27%Millennials–Social29%LGBTQ+-Social28%©2018AdobeInc.AllRightsReserved.AdobeConfidential.AreWeDoingEnough?74%ofwhiteconsumerssaidthattheyfeeltheirrace/ethnicityisrepresentedintheadstheyareserved–butthisfiguredropswhenthequestionisaskedofotherpopulationgroupsAsianandMiddleEasternpopulationsintheUnitedStatesfeelthattheyseeadsfeaturingCaucasianmodelsmorefrequentlythanadsfeaturingimagesofpeoplefromtheirracialgroups–brandsneedtodomoreworkpersonalizingadstothesepopulationsiftheyaretosecuredeeperandmoreengagingconsumerrelationships6Consumersoverallareseeingwhiteasthemostportrayedrace/ethnicityincurrentads(59%),andmalesfillingthemostportrayedgenderrole©2018AdobeInc.AllRightsReserved.AdobeConfidential.Transparency&TrustWillAidInEliminating...
