A global analysis of over one million ads across 35 industries by XR Extreme Reach and The Female Quotient paints a sobering picture of inclusion in advertising. Despite the industry’s progress, we still have a long way to go.
Our campaigns don’t just sell products – they shape perceptions and culture. Every casting choice and creative decision influences how people see themselves and others. Yet, this data shows we’re far from equitable representation.
What the Numbers Tell Us
- 53% of industries score below the global average for representation in content.
- Only 12% of talent in ads have dark skin tones.
- Just 6% of screen time includes seniors.
- Only 15% of screen time features people with larger body types.
These figures show which stories are centered and which are sidelined.
Why Representation Still Matters
Representation isn’t just moral — it’s business-critical. Consumers connect more deeply with brands that reflect real diversity and reject tokenism. Authentic inclusion fosters trust, engagement, and creativity. When people see themselves in ads, they feel valued; when they don’t, they tune out.
Turning Insight into Action
This report is a reflective moment for marketers and media leaders alike. Real progress requires shared responsibility across creative development, production, and leadership. Key actions include:
- Expanding casting calls to include diverse talent
- Collaborating with culturally competent industry professionals to ensure nuance
- Building inclusive review processes to remove bias early
- Measuring success beyond aesthetics, through equity and impact
A Call to Create Responsibly
Representation matters. Advertising can perpetuate stereotypes – or help dismantle them. For those of us shaping the stories the world sees, this is our reminder: create responsibly, inclusively, and with intention.
Learn more about what we do and who we do it for on our services page.
Sign up for our newsletter here for more insights on marketing, advertising, communications, and how the industry intersects with inclusion.
