Ethnicity in advertising

England street with a bus shelter ad

Since 2016, we've published 3 reports looking at ethnic representation in advertising and marketing communications.

Research highlights

The overwhelming message from ethnic minorities was that they want to see authentic, positive representations they can relate to in advertising and communications.

50%

agree that TV ads demonstrate diversity

69%

feel that proper representation is important

59%

said they prefer to buy from brands that support inclusion and diversity

54%

don't currently feel represented in online ads

Effort in diverse representation is recognised and appreciated

Focus group participants were positive about Lloyds Banking Group's efforts, expressing how important it is for brands to be inclusive, but recognising how difficult it is to tackle with sensitivity.

Expectations vary based on age and experience

Younger people from ethnic minority groups, and those born in the UK, have higher expectations of seeing positive representations of themselves and their families in marketing.

Emotional triggers vary based on experience

Even subtle tropes can evoke strong associations with past trauma, related to discrimination and racism. Triggers can include words, phrases and images, with complex responses.

Guiding principles for marketers

In the full report we explain each of these principles in more detail, but here’s a quick checklist:

Download the full Championing Modern Britain report to read about the findings in more depth.

Download the report

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