LAB42 WHITE PAPER —- NOT ALL ADS ARE CREATED EQUAL: DEI IN ADVERTISING

Diversity, Equity, and Inclusion in Advertising: Key Findings (Lab42 DEI Report)

Introduction
After global racial protests, many corporations pledged to put DEI at the center. A few, like Microsoft, Target, and Intel, appear to have made noticeable progress. But how much of that progress is reflecting in advertising? This report looks at how authentically diverse consumers actually feel in ads.

About the Study

• Surveyed 1,000 U.S. consumers (ages 13+) across different ethnicities, age groups, ability levels, and sexual orientations.

• Collected video responses to add context to the stats (see page 10 of the report).

Representation Matters

• Ethnic minority groups and LGBTQ+ people place more importance on being represented in marketing compared to White or heterosexual consumers.

• Asians and those with disabilities feel even less represented than others.

Visibility & Representation

• All groups see ads featuring their community at roughly similar rates.

• But Asians and LGBTQ+ respondents see such ads less frequently, and Asians, in particular, feel those ads don’t represent their community accurately.

Sincerity and Authenticity Concerns

• Nearly half of ethnic minorities express skepticism about brand sincerity in diverse representation.

• Skepticism is highest among LGBTQ+ respondents, with many feeling that such efforts are driven by money or obligation rather than genuine connection.

Impact on Buying Behavior

• When ads feel inauthentic or inaccurate, many consumers—especially LGBTQ+ and Hispanic individuals—will actually avoid purchasing from those brands.

• Conversely, those same groups (African American, Asian, Hispanic, LGBTQ+) are more likely to go out of their way to buy from brands that represent them accurately.

Moving with the Times

• The U.S. is becoming a “majority-minority” country, expected by 2045. Brands must move beyond surface-level representation and meet evolving consumer expectations.

• Brands that listen, understand, and genuinely reflect communities stand to gain loyalty and stronger revenue, while those that assume or half-heartedly portray diversity could lose out.

About the Research Details

• Conducted from April 22 to May 4, 2022.

• Sample quotas ensured representation across ethnicity, age, gender, and sexual orientation.