From Visibility to Belonging: The Evolving Role of Inclusive Advertising

In today’s marketplace, consumers are not just passive viewers of advertisements. Research across Australia, the UK, and the US shows that diversity in advertising is noticed, valued, and, in many cases, expected. But while progress has been made, the data suggests that simply placing diverse faces in ads is no longer enough. Consumers want authenticity, meaningful stories, and real action from the brands they support.

The insights discussed here are based on survey research conducted by Dynata, a global leader in first-party data. In 2023 and 2025, Dynata surveyed a broad cross-section of consumers in Australia, the United Kingdom, and the United States to track attitudes towards diversity, inclusivity, authenticity, and trust in advertising.

Why inclusive advertising matters?

Advertising is more than selling products. It is a powerful form of storytelling. The images and messages we see in ads influence how we understand the world, how we view others, and how we see ourselves. When people see individuals like themselves in advertising, it can affirm their identity, create a sense of belonging, while reinforcing the idea that they are valued in society.

People notice diversity and they care. Over 70% of people across all three countries report noticing when ads feature diverse people, and more than half say it matters to them to see people like themselves represented.

Over the past several years, many brands have made visible progress by featuring more people of different ages, genders, races, abilities and identities. Consumers have noticed this shift. Thus, this shift in perception may signal that people feel brands have reached an acceptable baseline and future efforts might need to focus not just on more diversity but on better or more authentic representation to keep building trust and connection.

Inclusivity builds trust. Similar to the 2023 results, nearly half of people in the US & UK, and slightly more than half in Australia say they trust brands more when they promote inclusivity in their ads. Even though trust levels remained consistent with 2023 across all 3 countries, inclusive messaging still helps brands stand out, especially among consumers who prioritize social responsibility. Moreover, these results indicate that being inclusive is a key marker of brand integrity.

Representation without authenticity falls short. One of the most striking findings is that although diverse faces are common in ads, perceptions of authenticity have not improved over the past two years – which may suggest that it may be time to rethink how diversity is portrayed. Representation cannot stop at visibility. It must extend to storytelling that feels real, relatable, and meaningful.

Representation alone is not enough. Even as some audiences feel the amount of diversity in advertising is “about right,” they still care about brands taking real action. Consumers still support brands when inclusivity efforts are seen as meaningful, visible, and tied to real-world impact.

Next, we see that community engagement also builds favorability, with over half of participants stating that they are “more/somewhat likely” to buy from brands that sponsor events organized to support marginalized groups. This reflects the value consumers place on visible, public support, especially when brands show up in real-life spaces, not just through marketing.

When we asked about internal actions, we see that they are important but draw slightly less attention than donating money or sponsoring an event. These actions might be less visible to consumers, which may indicate a need for better communication about these efforts.

Lastly, almost half of people were “more/somewhat likely” to purchase from a company or brand that speaks out on current events affecting marginalized communities. Thus, suggesting that consumers do value advocacy, but it must be done thoughtfully, as it can also carry reputational risks if perceived as inauthentic or opportunistic.

Key Takeaways for Brands

Representation is not enough. Consumers notice diversity, but they demand more than token visibility.

Authenticity drives trust. Ads must tell real, relatable stories that connect with audiences lived experiences.

Back up words with action. Consumers expect brands to demonstrate inclusivity through meaningful contributions, not just messaging.

The bottom line is clear. Inclusive advertising is not a trend; it is a consumer expectation. Featuring diverse faces in ads is a good starting point, but if those portrayals lack depth, context, or realism, they can come across as performative or superficial. Today’s audiences, especially younger consumers, are highly attuned to whether a brand’s actions align with its messaging.

If diversity is used simply as a marketing tactic without a deeper connection to the brand’s identity or practices, it risks being dismissed as a “checkbox” effort. To truly resonate, brands must pair representation with authenticity, inclusion, equity, and storytelling that reflects real experiences.

Consumers don’t just want to be seen. They want to be understood, respected, and valued.