The diversity and size of the UK’s population is growing. Naturally, an increasing number of advertisements reflect this, and while there are those who think advertising should be required to reflect the UK’s ethnic mix more accurately, we think that advertisers should want to. It’s not only good for people, it’s good for business.
“The Whole Picture is the advertising industry’s response to changes in the ethnic profile of the UK. In this report we’ve attempted to reflect the views of a diverse population and give guidance to the industry on how best to reflect – and engage with – people from different backgrounds”
– Karen Fraser, Director, Credos.
But reflecting diversity in an accurate and meaningful way can be a challenge. This research, by advertising’s think tank Credos, hopes to shine a light on how advertisers can do just that. It asked people from different ethnic backgrounds what they currently think of diversity in UK advertising, and how we can work to improve it.
The report unpacks findings across how Britain is changing, how people define identity, diversity in public life, why brands should care, reflections on UK advertising today, and how to talk about diversity. And you can read it all below.