More than four in 10 consumers (43%) cite TV networks, versus 20% who claim diversity is more prevalent across social media, 16% who say basic cable, 13% who say streaming and 9% who cite digital ads.
The brands associated and recognized for their diversity efforts are Nike (34%), Coca-Cola (32%), Google (29%), Apple (25%) and Dove (20%).
There is also a correlation between video subscription services and those who believe “streaming” is a diverse ad medium.
The LGBTQ+ community is one of the heaviest subscribers to video content, with 48% having one to two providers and 29% having at least three subscriptions.
Overall, 50% U.S. consumers have one to two services and 15% have three-plus services. One in three acknowledge they do not have any streaming services.
In addition, consumers see white as the most portrayed race/ethnicity in ads (59%), and males as the most portrayed gender. Similarly, nearly three in four whites (74%) believe their race/ethnicity is represented in the ads they are served, compared to 26% of blacks and 10% of Hispanic/Latinos who express similar views about ad representation.
Those who ignore inclusion may be putting their brands at risk.
More than half of LGBTQ+ (58%) and blacks (53%) have stopped supporting or purchasing brands due to non-representation or misrepresentation. So have 40% of Hispanic and 38% of Middle Eastern consumers.
Most Americans believe in supporting diversity in advertising. One in three are more likely to purchase products/services from brands with diverse advertising, while 38% are more likely to trust a more diverse brand.