Microsoft Advertising – The Psychology of Inclusion and the Effects in Advertising, Gen Z
Microsoft Advertising – The Psychology of Inclusion and the Effects in Advertising, Gen Z
Microsoft Advertising. Intelligent connections.The Psychology of Inclusion and the Effects in Advertising researchKey findings -summarizedGoal of studyTo understand if inclusive advertising drives trust, builds loyalty and leads to purchase intentfor Gen Z.The answer is yes.76%are more likely to support brands that are authentic in their advertising70% are more trusting of brands that represent diversity in ads69%said that brands that represent diversity are more authentic47% are more trusting of brands that represent me in ads49% have stopped purchasing from a brand that did not represent their values.+23 pt. liftLift in purchase intent on most inclusive ad shown
Gen Z more receptive to diverse and inclusive brands
