The majority of consumers feel that brands are responsible for the online content their ads appear near, which is something advertisers should be aware of as those same consumers are valuing content that promotes diversity.

A new Integral Ad Science (IAS) study polled 1000 people to get more insight as to why diversity and inclusion matter in advertising and measure how inclusive messaging affects consumer receptivity and purchase behavior.

The research found that 55% of consumers hold advertisers most responsible for the type of content their ads appear near, while 61% believe the brand approves ad placements. That is important to consider when it comes to diversity, as 74% of consumers believe diversity and inclusion is important, while 82% think brands should try to place ads around content that promotes diversity and 56% actively consume content related to diversity and inclusion.

Nearly two-thirds of consumers believe their actions have an impact in supporting diversity, while 45% say they have changed their shopping habits to support diversity efforts and a similar number say they would likely switch or boycott brands that have poor DEI values.

When it comes to advertising, being around content that is seen to oppose DEI impacts brand perception and ad performance, while 56% would engage with an ad in content promoting DEI efforts and would likely purchase a product from that ad.

Though some brands have been hesitant about ad placements close to potentially “contentious” DEI content, consumers want brands to get involved in wider conversations around DEI efforts (62%) and 67% believe brands have a responsibility to reflect modern culture. Nearly the same amount of consumers want brands to have diverse representation in their ads (40%) as want brand to have diversity in their hiring practices (39%). Efforts to address diversity in advertising had better be authentic. Consumers are wary of hollow attempts and 55% believe brands only use diversity in ads to increase profits.