A new study shows that Gen Z is more inclusive compared to older generations, particularly when it comes to important issues such as race and disability representation in the media.
According to a poll of 2,000 people, Gen Z believes the following groups are greatly underrepresented in advertising:
- Race and ethnicity (cited by 42%)
- People with disabilities (40%)
- Plus size models (36%)
- Older age groups (30%
- Neurodiverse (30%)
- LGBTQI+ (27%)
As a comparison, the Clear Channel UK report on diversity in advertising and inclusive shopping experiences shows the results for all Brits:
- Race and ethnicity (cited by 24%)
- People with disabilities (31%)
- Plus size models (28%)
- Older age groups (35%
- Neurodiverse (20%)
- LGBTQI+ (16%)
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The data also found that interestingly, women are more in favour of diversity than men, for example, on average, about 10-15% more women than men expressed interest in seeing disabilities, plus-sized models and neurodiversity in advertising.
The study advised simple steps for how marketers can make advertising more inclusive and accessible, in this case sensory-friendly:
- Simple messaging (38%)
- Clearer layouts (36%)
- Sensory optimisations e.g. reducing sounds/brightness (34%)
- Using clearer fonts (29%)
- Choice of formats e.g. text, audio, video (18%)
- Using muted colour schemes (16%)
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