Ads That Defy Stereotypes Also Perform Better, New Research Shows

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

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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

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