‘Ads that appeal to different ethnic groups aren’t just altruistic, they make commercial sense’
By Seb Joseph
The study, conducted by the Advertising Association’s (AA) think tank Credos, concluded that companies are ignoring the commercial rewards of reflecting cultural sensitivities realistically in their work.
More than half (53%) of the UK’s black, Asian and minority ethnic (BAME) population say they prefer and are more likely to purchase from the 51% of brands they feel “meaningfully” represent their culture. While nearly half (48%) say they prefer and are more likely to buy from the 45% of brands that champion diversity in their advertising and marketing.
Source: Marketing Week
