Diversity, Equity and Inclusion

Ads That Defy Stereotypes Also Perform Better, New Research Shows

Kantar's Unstereotype Metric analysis found inclusive ads show higher return on investment

A Black woman in a red headscarf, large green necklace and shirt with geometric patterns stands in front of orange closed metal doors. — Unilever's Dove brand and Getty teamed to launch a more inclusive collection of stock photos of women.Dove and Getty

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The Unstereotype Alliance was formed to champion positive cultural change through more inclusive advertising, and new research has found that the ads adopting that change are proving more effective with consumers.

In 2018, Kantar devised its “Unstereotype Metric” to help affiliated companies monitor their advertising and content to keep them free from gender stereotypes. Among many positives, Kantar discovered when comparing responses from 2019 to 2020 that the short-term impact of progressive portrayal in advertising has increased over time.

“The