This comprehensive analysis of the impacts of inclusive advertising on several commercial performance and brand equity metrics for 392 brands in 58 countries over a four-year period (2020 to 2023) “irrefutably demonstrates that inclusion equals income,” according to the Unstereotype Alliance. “Inclusive advertising, in fact, helps brands to grow and commercially prosper.”

The study found, among much else, that brands with more inclusive advertising practices:

• Sell more (3.46% higher shorter-term sales and 16.26% higher longer-term sales).
• Are considered and trialed more by consumers (33% higher strong consideration, 62% higher likelihood of being a consumer’s first choice, and 8% higher incidence of being trialed).
• Enjoy higher customer loyalty (23% lower chance of being abandoned after trial and 15% higher loyalty).
• Are valued more by consumers (54% higher pricing power), and have higher brand equity (8.3% more meaningful, 12.1% more different, and 9.4% higher salience).

These commercial benefits were found regardless of product category or geographic market.

Convened by UN Women, the Unstereotype Alliance “collectively acts to empower people in all their diversity (including gender, race, class, age, ability, ethnicity, religion, sexual orientation and more) by using advertising as a force for good to drive positive change all over the world.”

To download the report and learn more about the alliance, click here