Some may believe representation in advertising is the future, but millennials and Gen Zers want it to be the present. In the United States, at least seven out of 10 thought
as of 2023. Among older generations, the share dropped to less than two-thirds. Like with many other matters, this topic has also become disputed in the
, with ethnicities, genders, and sexuality influencing audiences’ marketing expectations.
Relatable ad casting
In 2023, two out of three U.S. adults
favored a brand hiring a spokesperson who looked like them. This preference oscillated depending on the respondents' backgrounds. Among self-identifying white and Hispanic consumers, the share was roughly the same as the average. However, three out of four
Black interviewees appreciated spokespeople similar to them. This significantly higher favorability rate indicates that ads in the U.S. still have a long way to go in depicting and giving a platform to minorities.
What makes a brand 'woke' for U.S. consumers
The current use of the word "woke" as an adjective for being aware of social injustice and discrimination is common in African-American English (AAE). Yet consumers tend to distance the term from racial issues or broader causes, focusing instead on another group of people. Another 2023 survey asked U.S. adults what
companies' actions they considered the most "woke." Supporting the LGBTQ+ community during Pride Month ranked first. The second place was a tie between aligning with LGBTQ+ advocates and promoting diversity and inclusion in branding. Sexuality and, again, generation seem to play a role in the perception of this community. Over one-third of non-LGBTQ adults in the U.S. were
uncomfortable with their children seeing LGBTQ people on social media, according to a 2023 study. Meanwhile, at least 60 percent of U.S. consumers aged 18 to 44
favored brands hiring LGBTQ spokespeople. Less than half of people aged 45 and above expressed that same approval.
Diversity in the advertising and marketing workforce
There is an imbalance within the industry. Mid-2023 data collected by a century-long association of marketers shows nearly seven out of 10
marketing and advertising professionals in the U.S. identified as female. But a year earlier, according to the federal government, slightly less than half of
advertising and promotions managers in the U.S. were women. Ethnic backgrounds also correlated with those in leading positions. Around eight out of 10
advertising and promotions managers in the U.S. were white. In 2022, Black and Latino managers comprised less than 14 and nine percent of the total, respectively. Therefore, the U.S. advertising and marketing sector's pursuit of diversity has yet to change from within as well as outside.
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