GERMANY STUDY: MORE THAN HALF OF GERMANS SUPPORT DIVERSITY IN BRAND COMMUNICATION - ScreenVoice.cz

A short study by YouGov presented the German population’s attitude towards diversity in brand and corporate marketing communications.

The topic of diversity is increasingly emerging in society. One in four Germans (26 percent) report that they have dealt with the topic of diversity in society.

Source: YouGov study

According to respondents, diversity most often involves the topic of sexuality. For example, sexual orientation or gender identity. Both of these aspects are considered diversity by almost half of the respondents. Other important aspects for Germans are ethnicity (43%), religious affiliation (39%) and age (30%).

Source: YouGov study

While only a quarter of the population is concerned about diversity, more than half of the German population (54%) is in favour of companies making their marketing communications as diverse as possible.

ABOUT THE RESEARCH "DIVERSITY IN MARKETING"

This data is based on a short study "Diversity in Marketing" by the international data and analytics group YouGov. As part of the study, 2,065 people were interviewed about diversity through standardised online interviews. The results were weighted and then analysed using the YouGov Profiles target group segmentation tool. They are representative of the German population aged 18 and over. The analysis highlights the role that the diversity debate plays in society and offers a first insight into the potential of brand communication specifically focused on diversity.

SUPPORTERS OF DIVERSITY IN ADVERTISING

Respondents who fully agree that companies should ensure that they portray the most diverse image of society in advertising and communications are more likely to be women (63% vs. 51% of the overall population) and more likely to be over 55 (47% vs. 41% of the overall population). They like to explore foreign cultures and new ideas (88% vs. 74% of the overall population). In addition, 76% of this target group pay attention to the origin of the product when buying (compared to 63% of the total population).

Source: YouGov study

The most frequently cited brands that reflect diversity in their communications are shown in the following picture:

Source: YouGov study

You can download the full study on Diversity in Marketing for free here by entering your contact details.

Media contact:

YouGov Deutschland GmbH