This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.
Member Only AccessThe newly published ARF Diversity Report is a comprehensive summary of research on the state of diversity in the marketing industry, and how diversity affects company and marketing campaign performance.
The 2020 US census revealed that the United States is far more diverse and multiracial today than ever before in its history. Approximately 38% of the population belong to racial minority groups. The trend is expected to continue, which has resulted in companies increasing their focus on Diversity, Equity and Inclusion (DEI), both internally and in their marketing efforts. In order to inform member companies of where we are as an industry, as well as to offer best practices and actionable insights in their own DEI efforts, the ARF has put together The Diversity Report.
Member Only AccessAs corporations market Juneteenth, experts point to “tricky but predictable pitfalls.” Read more »
Kantar’s Deepak Varma presented research on racial representation in advertising which sought to understand consumer reactions to single race ads compared to multi-racial and diverse ads from diverse audiences (Black Americans, Hispanics, Asians and Whites). Using creative assessment tools coupled with facial coding, eye-tracking and intuitive associations, the study measured unconscious bias in addition to explicit and implicit reactions to advertising. Breaking down consumer responses to diverse ads from Uber, Instacart and Bounty, Deepak stressed the importance of emotional connections through powerful stories that cut across all races.
Member Only Access
America in the 21st century is far more diverse than it was in the 20th. In fact, the Millennial generation is the most diverse in all of U.S. history. And this trend is expected to continue. As a result, brands must increasingly appeal to diverse audiences in order to remain relevant. How can they do that successfully?
Member Only Access
March 7, 2022 — Episode #2: Deconstructing Diversity Today with NBCU Magna and Identity, a conversation with Dana Sparber, Vice President of Insights and Research at NBC Universal, Kara Manatt, Senior Vice President of Intelligence Solutions at Magna. and Oscar Allain, Senior Vice President of Cultural Research at Identity and head of International Research at UM.
We’re living in a time when the way people identify themselves is constantly evolving. Not only do Americans live in a multicultural society, but many embrace communities that go beyond their own heritage. So, if marketers want to connect with consumers and stand out from the competition, they need to reflect this cultural reality. This episode features a discussion surrounding a recent study by NBCU and two ad agencies (Magna and Identity) which identifies steps marketers can take to reach a polycultural society, including having a culture first mindset.
Guests: A conversation with Dana Sparber, Vice President of Insights and Research at NBC Universal, Kara Manatt, Senior Vice President of Intelligence Solutions at Magna. and Oscar Allain, Senior Vice President of Cultural Research at Identity and head of International Research at UM. Hosted by, Barbara Leflein of Leflein Associates (Co-Chair, Cultural Council) and Moderated by Janelle James, SVP, IUU Ipsos (Co-Chair, Cultural Council)
On Nov. 9, 2021, the third installment of the ARF Cultural Effectiveness Council’s Navigating the Messy Middle series examined how media, marketing, and research teams are facing capacity issues due to record departures, and how many Diversity, Equity, and Inclusion efforts (DEI) are likely to shift as a result. Led by the ARF Cultural Effectiveness Council Co-Chair’s Janelle James, a dynamic discussion took place with our self-nicknamed (learn about them in the recording) guests Pepper Miller “Black Cultural Activist,” Founder & President of Hunter Miller Group, Joanna Lara “The Igniter,” US Multicultural Brand Partner & Strategy Lead at Google and Co-Founder of Latinos in Tech, and Carla Eboli “Mrs. KPI” EVP, DEI Lead at Energy BBDO.
Member Only Access
Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”. Editor’s Note: The full summary is available to members only.
Member Only Access34% of online Hispanics and 38% of Blacks use Instagram, compared to 21% of non-Hispanic whites, according to Pew data. Read more »