9 DECEMBER2023INFOCUSIn a study conducted by the UN Women Convened Unstereotype Alliance (UA) and the Advertising Standards Council of India (ASCI) on Diversity and Inclusion (D&I) in Indian advertising, 48 per cent of Indians stated that more inclusive representation by brands in India was necessary. The report offers perspectives on how D&I is represented in Indian advertising in comparison to global practice, along with plenty of unique data on D&I-friendly advertising trends in India. Age, gender, sexual orientation, disability, and other factors were among the important dimensions of D&I representation that were mapped in the report.The report indicates a strong demand for inclusive content in APAC, yet research indicates insufficient creation, with only 1 in 5 consumers feeling represented in ads. Kantar's report on corporate ESG goals, presented at the DEI Edge Summit, explores a crucial aspect of these goals of corporates that is supported by organizations like Diageo, HUL, and Disney Star.The report finds that Indian advertising lacks representation diversity, with less than one percent featuring LGBTQ+ community members and people with disabilities, and less than one percent featuring individuals over 65 years old. Ads also portray stereotypical thoughts with women with fair skin tone, less diverse physical appearance, low non-traditional roles, and less authoritative roles, with 17.5 per cent of women portrayed as caregivers and 39 per cent as slender compared to 16 per cent of men.A study using the Unstereotype Metric found that positive advertising for both male and female individuals can lead to higher marketing ROI, both in terms of short-term sales gains and long-term brand equity benefits. ASCI & UA REPORT FINDS 48 PERCENT OF INDIANS SUPPORT INCLUSIVE REPRESENTATION BY BRANDS
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