{"id":51971,"date":"2022-04-20T15:34:08","date_gmt":"2022-04-20T14:34:08","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=51971"},"modified":"2022-04-21T11:41:17","modified_gmt":"2022-04-21T10:41:17","slug":"diversity-in-advertising","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/diversity-in-advertising\/","title":{"rendered":"Inclusion and Diversity in Advertising"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;51972&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/player.fm\/series\/the-human-centric-ai-podcast\/kantar-diverse-reactions-to-inclusive-advertising&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text]<\/p>\n<h3 style=\"text-align: left\"><strong>eye square and Kantar together in Inclusion and Diversity in Advertising<\/strong><\/h3>\n<h4><strong>\u00a0<\/strong><\/h4>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;40&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: left\">Inclusion and diversity is a topic that is becoming more and more prevalent all the time. With more widespread adoption, it has become a topic of importance to all forms of media. Multiculturism has an impact on marketing.<\/p>\n<p style=\"text-align: left\">Together with eye square <a href=\"https:\/\/www.kantar.com\/about\/inclusion-and-diversity\" target=\"_blank\" rel=\"noopener\">Kantar I&amp;D<\/a> examined how racial representation in advertising is evolving. They wanted to understand diverse reactions to inclusive advertising.<\/p>\n<p style=\"text-align: left\">Their studies focused on the consumer&#8217;s reactions to single race versus multiracial and diverse ads within diverse audiences. Do people like an ad more when people see their own cultural demands represented? Kantar used an <a href=\"https:\/\/www.eye-square.com\/en\/in-context-experience-research\/\" target=\"_blank\" rel=\"noopener\">integrated approach<\/a> to test the ads, using <a href=\"https:\/\/www.eye-square.com\/en\/eye-tracking\/\" target=\"_blank\" rel=\"noopener\">eye-tracking<\/a> and measuring both explicit and implicit reactions to the advertising.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: left\"><strong>Some of the Key Findings<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"text-align: left\">Racial representation in ads is a hygiene factor with people of color<br \/>\nfeeling strongly about it. Black Americans feeling it even more<br \/>\nstrongly.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"text-align: left\">Promoting racial representation in advertising will only benefit your brand more and brands don\u2019t stand to lose out in any way.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"text-align: left\">Single or multi-racial race ads can cut through all races if the theme<br \/>\nis relatable and authentic. Even Single race ads are considered<br \/>\ninclusive or diverse by people of color regardless of the race being<br \/>\nshown.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none\"><\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_column_text]Go in depth in Deepak Varma&#8217;s (Head of Neuroscience at Kantar) podcast or webinar.\u00a0 <a href=\"https:\/\/register.gotowebinar.com\/recording\/269786489237974800\" target=\"_blank\" rel=\"noopener\">Watch a recording of the webinar<\/a> (with registration for free) or <a href=\"https:\/\/player.fm\/series\/the-human-centric-ai-podcast\/kantar-diverse-reactions-to-inclusive-advertising\" target=\"_blank\" rel=\"noopener\">listen<\/a> to his session in the Human Centric AI Podcast.[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;]<a  itemprop=\"url\" href=\"https:\/\/register.gotowebinar.com\/recording\/269786489237974800\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #ffffff; font-weight: 600; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Watch Webinar<\/a>[vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;51972&#8243; img_size=&#8221;large&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/player.fm\/series\/the-human-centric-ai-podcast\/kantar-diverse-reactions-to-inclusive-advertising&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text] eye square and Kantar together in Inclusion and Diversity in Advertising \u00a0 [\/vc_column_text][vc_empty_space height=&#8221;40&#8243;][vc_column_text] Inclusion and diversity is a topic that is becoming more and more&#8230;<\/p>\n","protected":false},"author":104,"featured_media":51973,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7184,204,1],"tags":[],"class_list":["post-51971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7184","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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