As part of Adobe's look into the 25th anniversary of digital advertising, and to get to the root of whether or not diversity in advertising has changed in the eyes of the people who consume it, Adobe conducted a global survey of over 1,000 consumers. We looked across generation, gender, ethnicity and sexual orientation in Australia to reveal some interesting takeaways and understand how diversity in creative and the way diverse ads are delivered and targeted translate into brand advocacy and consumer engagement.

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2. © 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
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Methodology
A total of 1,007 adults were surveyed in the AUS, between May 16-22, 2019

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Diversity in Advertising | AUS Results

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Trust Comes Though Diversity In Advertising
Diversity in advertising is an important factor to AUS
consumers, so much that they are more likely to trust
and purchase from a brand who shares their same ideals
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29% consumers are more likely to trust a brand that shows more
diversity in its ads, this trend is even higher in the LGBTQ2
community (45%), Asians (46%), and Millennials 43%
24%of consumers (overall) are more likely to purchase products/services from brands with diverse ads,
and 39%among LGBTQ+ and Asians say they are more likely to purchase

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Are We Doing Enough?
2/3rds of consumers said that they feel their race/ethnicity is
represented in the ads they are served
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Consumers overall are seeing European as the most portrayed
race/ethnicity in current ads 51%, and females filling the most
portrayed gender role

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Ads Are More Diverse Than Ever Before
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Consumers are recognizing the strides that brands are
making to create a more diverse advertising environment
Network TV like in the US stands atop the most diverse
video advertising medium, though younger generations
(GenZ & Millennials) attribute more diversity to Social
GenZ – Social 31%
Millennials – Social 33%
Among the LGBTQ+ community 64% advise that ads are more
diverse

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Diversity Hurdles in the Digital Ad World
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Over half of AUS consumers actively opt-out of sharing their
personal data with brands they purchase from. The
race/ethnicities that is the highest at 60%, is Asian
While most racial groups side with the practice of opting-
out of data sharing, if brands would provide more diversity
in ads, some groups would be willing to share more data
45% - Asian
42% - LGBTQ+

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Customer Downturn From Misrepresentation
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Collecting consumer data, creating and effectively targeting
ads that reflect a brand’s diverse customer communities is
crucial. Misrepresenting a communities identity in
advertising efforts can lead to customer downturn
LGBTQ+ – 34%
Asian – 30%
Over half AUS consumers advised that their perception of a
brands’ product or service is impacted by their diversity
efforts. Effectively reaching your diverse populations with
the right creative is critical to brands success

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Industries That Consumer See As Diverse Advertisers
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37% of the consumers that saw the Travel & Hospitality
industry offering the most diversity in their ads, have
received an undergrad or post-graduate degree
30% - Travel & Hospitality
28% - Retail
26% - Food
24% - Healthcare
23% - Telecom

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Appendix
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A closer look at streaming
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The more video sub services fade faster among older AUS
generations
43% of AUS consumers advise that they do not have any streaming
video content services, 51% have 1-2 services, and 6% have 3+
services
LGBTQ+ community are bigger video content subscribers
0 – 35%
1-2 – 54%
3+ -11%
# of Video content
Subscriptions
Generation Z Millennials Generation X Baby Boomers Traditionalists
0 6% 25% 40% 58% 68%
1-2 76% 66% 52% 39% 32%
3+ 18% 8% 7% 3% 0%

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