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It’s kind of a no-brainer, but now we have the data to back it up: When someone feels as though an ad they’ve seen accurately reflects culture, they’re more likely to buy products from the featured brand.
A new study by the Alliance for Inclusive and Multicultural Marketing, an arm of the Association of National Advertisers (ANA), recently surveyed 10,000 individuals from various racial backgrounds, as well as members of the LGBTQ+ and disabled communities.
Turns out, consumers who perceive ads as “culturally relevant” are 2.6