RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : December 12, 2016

Research reveals lack of diversity in UK ad imagery

A review of the top 20 advertising spenders in 2015 by Lloyds Banking Group reveals that minorities continue to be significantly under-represented.

by Helen Leggatt

Lloyds Banking Group's 'Reflecting Modern Britain' report, which analysed campaigns from 20 of the UK's top advertising spenders, found that less than a fifth of the people used in press and TV ads represent the diversity of British society - including LGBT, the disabled and single parents.

Of the 2,200 people surveyed in the UK, 65% said they would feel more favorable about a brand that represented diversity in their advertising. Yet, 79% felt gay women were underrepresented and 49% said the same of gay men.

However, as the report highlights, "It can be challenging for advertisers to represent certain groups... without a clear story or resorting to visual cues. The risk here is being stereotypical".

The report also revealed how advertising is not reflecting the diversity proportionality. For example, while 17.9% of the UK population is registered disabled, just 0.06% of ads featured disability. In addition, while 25% of the UK population are single parents, just 0.29% of ads featured such a family.


A recent survey of 500 marketers in the UK by Shutterstock found a "shifting attitude" towards the selection of images to accompany marketing campaigns. Nearly half (49%) had chosen to select photography depicting racial diversity in the past year and 32% had used images of gay couples to reflect sexual diversity. This, concludes the study, reflects marketers' desire to reflect modern society and, indeed, among marketers more than three-quarters (79%) prioritized the reflection of today's diverse gender identities and 71% racial diversity, over linking to brand message (29%).

Tags: advertising, creative, diversity, images, photography

Subscribe to BizReport

  • harry clark

    There is and has never been anything like free banking they use your money deposited to lend out at exorbitant rates none of witch is paid in interest to you so in reality the only benefactor in free banking is the banks



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.