World Federation of Advertisers releases a new guide on diversity and inclusion for advertisers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 21, 2020, 4:55 PM UTC

WFA will be hosting a webinar on 12th May, addressing diversity and inclusion.

A 2018 Global study by IPSOS found that 72% of consumers felt that the majority of advertising doesn’t reflect them. A separate study found 64% of people felt advertisers need to do more to break traditional gender stereotypes. The World Federation of Advertisers has now published a new guide for agencies and marketers to address the issue.

The new guidelines would help marketers with insights and recommendations to improve diversity and inclusion in their marketing efforts. The guide would encourage marketers to accurately and progressively represent race and ethnicity, sexuality, ability, gender and age.

The report also highlights how the use of indiscriminate blacklists is stopping advertisers from reaching out to specific communities. WFA chief executive Stephan Loerke says diversity is now more important than ever before.

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