WHAT MARKETERS CAN LEARN FROM BRANDS CONNECTING WITH GEN Z

12. 9. 2025 | 4 min read Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall).

COMPANIES ARE BACKING OUT OF PRIDE SPONSORSHIP. INCLUSION IS BEING REPLACED BY FEAR OF POLITICAL CONSEQUENCES

8. 6. 2025 | 3 min read June, the month of LGBT+ celebrations, is much quieter than usual in the United States this year. A number of major brands have decided to withdraw or significantly reduce their sponsorship of Pride festivals and other events.

REPRESENTATION MATTERS: LESSONS FROM INCLUSIVE TV ADS

4. 2. 2025 | 7 min read TV is a powerful force for social good, and inclusive TV advertising has the power to shape the cultural landscape, to enlighten and inspire, and to help create equity. Positive and authentic representation of diverse communities in advertising can challenge stereotypes and help remove prejudice by driving familiarity and acceptance.

THE WOKE AD MYTH IS DEAD – HERE’S WHY

20. 9. 2024 | 4 min read Inclusion = Income: Proving the business case for inclusive advertising.

CLEAR GENERATIONAL DIVIDE EMERGING IN ATTITUDES TO INCLUSIVITY, SURVEY SHOWS

20. 7. 2024 | 3 min read Younger generations would like to see greater representation in advertising, along with more accessible creative.

FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES

18. 7. 2024 FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population.

CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS

18. 7. 2024 The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet.

NEW STUDY FINDS REPRESENTATION OF THE DISABLED IN MOVIES AND TV ARE LEAVING AUDIENCES VERY ‘UNSATISFIED’

11. 7. 2024 | 3 min read So far this year, we’ve seen some notable representation for the disabled and those with mental health conditions. Marvel’s Echo put deaf star Alaqua Cox front and center and has her go full force in action scenes as an amputee with a prosthetic leg. Max’s Turtles All The Way Down authentically portrays a mental illness (OCD). But per a recent study, a majority of people are unhappy with how Hollywood handles these topics (or how it doesn’t all together). What A New Study Found Out About DisabilityAnd Mental Health Representation July is Disability Pride Month, and the Inevitable Foundation, which is a non-profit that gives to disabled writers and filmmakers in an effort to destigmatize disability and mental health, decided to poll 1,000 people (half of them are disabled, half of them are not) about their thoughts on these topics being represented in movies and television. Inevitable Foundation’s Study found that 66 percent of those who participated are “unsatisfied” with how disability and mental health are currently represented on big screens and small screens alike.

STUDIE USA: NEW RESEARCH SHOWS AUDIENCES SEEK OUT AUTHENTIC CROSS-CULTURAL CONTENT

20. 6. 2024 | 5 min read Discerning viewers and shoppers want brands to help expand their global horizons and foster a sense of community, according to a wide-reaching Amazon Ads report.

ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)

23. 5. 2024 On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2 million experiencing sight loss, this initiative underscores ITV’s dedication to making television accessible to all.

GLOBAL ACCESSIBILITY AWARENESS DAY: HIGHLIGHTING THE VALUE OF SIGN LANGUAGE AND SUBTITLES ON TV

23. 5. 2024 Globally, over one billion people live with disabilities. According to the latest data from the National Centre for Public Health and Analysis, the number of people diagnosed with “deafness” in Bulgaria in 2022 is close to 3000. Although a sign language law was adopted only three years ago to official recognise BGSL (Bulgarian Sign Language) as a distinct language, the country still faces a shortage of sign language interpreters.

HOW TO BOOST ENGAGEMENT AND DEEPEN CONSUMER RELATIONSHIPS

7. 5. 2024 | 11 min read Good marketing is all about the consumer. If it isn't geared toward real people, then, honestly, who is it for? Of course, while being consumer-obsessed may seem like common sense, truly understanding your consumer base — and how this audience(s) will change and evolve, is no easy feat. It requires dedication, constant research, and social listening, as well as an openness to learning about different demographics. It isn't a "one and done" approach.

DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS

29. 3. 2024 Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond limits. Everyone faces personal and societal limits, whether it’s self-doubt, judgment, exhaustion, or anything in between.

BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL

22. 3. 2024 Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with GfK and linked to Mediasoft planning and evaluation tools, this initiative aims to allow clients to select Rai programmes and ad breaks that align closely with their brand ethos and communication goals.

STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT

15. 3. 2024 | 3 min read A new survey from Morning Consult found that American adults in every age demographic believe that corporations have at least some responsibility to display diverse, inclusive marketing. This data comes even as DE&I efforts at companies, universities and elsewhere are being criticized or even penalized by conservative legislators.

SURVEY USA: VIEWERS OVERWHELMINGLY WANT TO SEE MORE TV SHOWS DEPICTING REALISTIC WORK-LIFE BALANCE, FAMILY CARE AND GENDER EQUITY

8. 3. 2024 | 4 min read When Hollywood accurately depicts work-family and gender-equity scenarios on screen, it’s good for business by driving up viewership and engagement, according to a new research study.

ADMEIRA AIRS SWITZERLAND’S FIRST ACCESSIBLE TV SPOT – GILLETTE AD WITH AUDIO DESCRIPTION

26. 10. 2023 Procter & Gamble broadcast a TV commercial with audio description in Switzerland for the very first time. The Gillette commercial is just the beginning of accessible TV advertising in Switzerland. The audio description function, which has been used in feature films at SRG SSR for several years, is now making its way into TV advertising in Switzerland. For example, the consumer goods manufacturer P&G has broadcast a Gillette TV commercial with audio description for the first time.

STUDY SHOWS STRONG CONSUMER SUPPORT FOR LGBTQ+ REPRESENTATION IN ADVERTISING

21. 9. 2023 | 3 min read Survey of 2,300 US adults indicates that consumers actively seek brands that support the LGBTQ+ community and may cease their patronage if these efforts are reduced.