Helps to boost profit, sales and brand value.
By: Lianna Albrizio
As a founder member of the Unstereotype Alliance, Unilever says it’s championing advertising that authentically and positively represents a diverse range of people.
Now, new research shows how this approach is helping to boost profit, sales and brand value.
Unilever joined UN Women to co-found the Unstereotype Alliance in 2017, establishing an industry-led initiative to eradicate harmful stereotypes in advertising. Now, new research shows that this approach isn’t just good for inclusion and representation, it’s better for business too.
A study conducted in partnership with Saїd Business School at Oxford University explored proprietary data from Unstereotype Alliance members, including Unilever, representing 392 brands across 58 countries. Companies across categories from consumer goods and confectionery to healthcare, household products, pet food, personal care and more, shared details about the impact of their inclusive advertising campaigns – with positive results.
The study looked at multiple metrics such as sales, financial performance, consumer preference, loyalty, brand equity and market competitiveness and found improvements in every area.
The findings confirm that inclusive ad campaigns deliver a 62% likelihood of being a consumer’s first choice; 3.5% higher shorter-term sales and 16% higher longer-term sales; and 15% higher consumer loyalty.
“This report highlights the undeniable business case for more diverse and inclusive marketing and will prove a powerful tool as the industry strives for even more progressive, impactful work moving forward,” said Unilever Chief Growth and Marketing Officer Esi Eggleston Bracey. “Unilever has led the charge in creating bold, unmissable advertising that is progressive, provocative and inclusive for years, from our work with Dove, Rexona and LUX to name but a few key brands.”
The company says it has been committed to reflecting the realities of its consumers’ communities since 2016, when it first launched the Unstereotype initiative with the aim of eradicating harmful stereotypes from advertising. It broadened this ambition in 2021 to embed equity, diversity and inclusion across every point of the end-to-end marketing process with the launch of Act 2 Unstereotype, demonstrating our ambition to be inclusive and representative of the people it serves, both on-screen and behind the camera.
Per research from Kantar analyzing its campaigns during 2023, its inclusive ads delivered 123% greater enjoyment of ads; 116% increased ad distinctiveness; 103% stronger brand power; 108% brand difference; 95% improved brand meaning; and 86% greater brand persuasion.
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