Australian consumers' perceptions of a brand are influenced by the amount of diversity displayed in its advertising, new findings from Adobe shows.
In a survey of 1000 Australians, 62% of respondents stated that diversity in advertising is most important to them, while 21% have boycotted brands that don't showcase diversity.
56% of people surveyed also said that lack of diversity would impact their perception of a brand, while 29% said they're more likely to trust brands that have more diverse ads.
Australian consumers also indicated that Aboriginal and Torres Strait Islanders, and African and Middle Eastern ethnicities are the least represented in ads.
Adobe APAC head of Advertising Cloud Phil Cowlishaw said that brands have an opportunity to really engage with consumers via diverse advertisements.
"In an increasingly competitive digital landscape, consumers are demanding personalised and authentic advertising, experiences and engagement from brands.
"What this research shows is that while diversity in advertising is obviously improving, the real opportunity for brands is to make their customers feel like the brand knows and cares about them through representation," he said.
In terms of advertising types, the respondents indicated that they believe TV advertising is the most diverse, while only 9% felt that digital advertising was diverse and representative.