‘Woke’ advertising works: global study shows diversity sells

A new piece of research has found that the modern adage ‘go woke, go broke’ is not true for brands, as analysis shows that inclusivity and diversity drive profit, sales and brand worth.

Revealed by UN Women’s Unstereotype Alliance, the study used data collected from a range of high-profile brands including Diageo, Kantar and Unilever. It found that authentic portrayals of diversity gave businesses a clear edge over their rivals.

This advantage manifested itself both in terms of overall consumer preference, but also in concrete long-term sales numbers, clearly illustrating the positive impact of inclusive campaigns on commercial business goals.

Analysing 392 brands across 58 countries, the research found that ‘woke’ advertising which offers genuine inclusivity and diversity delivers a 3.5% boost to short-term sales, and a considerable 16% bump for the longer term.

“The idea that inclusive advertising content can commercially ­damage a business has limited progress for too long,” UN Women head of the Unstereotype Alliance secretariat, Sara Denby said.

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“The assertion is consistently unfounded – but we needed to provide evidence to the contrary.

“This irrefutable data should reassure any business and encourage brands to renew their commitment to inclusivity in all forms, to not only benefit the communities they serve but also to drive growth and financially prosper.”

Launched in 2017, the global alliance was set up to stop harmful stereotypes in advertising.

Brands and campaigns which offer authentic representation also inspire more dedicated customer preference, with 62% of buyers more likely to choose a product and 15% of shoppers more loyal across the board.

These findings come in direct contrast to ongoing right-wing rhetoric on the issue, with advertising campaigns such as Bud Light’s featuring transgender actress Dylan Mulvaney and Pepsi’s BLM-inspired spot starring Kendall Jenner experiencing significant backlash from certain parts of the internet.