Diversity in advertising does no harm - Viadrina experts refute marketing myths

More than just "well-intentioned"

"Our analysis clearly shows that advertising with ethnic diversity does no harm. We are dispelling a widespread marketing myth and providing reliable data for more ethnically inclusive advertising strategies," says Prof. Dr Martin Eisend from the University of Vienna (formerly Viadrina), summarising the findings of the study "Ethnic Diversity in Advertising: A Meta-Analysis". Dr Anna Rößner from the Chair of Marketing at the European University Viadrina adds: "Diversity works, but not in the same way everywhere. The social context and the status of the people depicted in advertising are decisive. Our findings help companies to use diversity in advertising not just in a well-intentioned way, but in a scientifically sound way."

Migration rates and level of rule of law have an influence

Overall, the effect of ethnic diversity in advertising is relatively small, but consumers who belong to an ethnic minority react much more positively to ethnic diversity in advertising. There are also regional differences: In countries with higher migration rates, ethnic majorities react less positively, while minorities react even more positively. A strong rule of law, such as in Northern Europe, in turn reduces the differences between these groups and thus the overall effect of ethnic diversity, because equality is more firmly anchored in society. The status of the person in the advert, who belongs to an ethnic minority, also plays a role. Majorities react more positively to people with higher status, while minorities react more negatively.

155 studies statistically analysed

For their meta-analysis, Prof Dr Martin Eisend, Dr Anna Rößner and Dr Erik Hermann statistically evaluated all the results of existing empirical studies on the topic for the first time. They included 155 studies from 21 countries that were published between 1969 and 2024. In their analysis, the researchers calculate the average effect of ethnic diversity in advertising. They also analyse whether this effect differs for specific factors, for example in different countries or for specific products.

Translated by DeepL and edited