Asian people and the elderly represent less than 10% of advertisements
Buzzmonitor, SA365 and Elife published the research “Diversity in brand communication on social networks”, which analyzed the drop in the representation of women and black people in advertising on social networks.
28,149 advertisements published on the main social media platforms, such as X, Instagram and Facebook, were analyzed, covering the representation of different groups, including whites, blacks, men, women, people with disabilities, fat people, elderly people and indigenous people. The study included evaluating the presence of the 20 main advertisers in the country, totaling 54 brands.
The survey shows a decrease in the visibility of women and black people in advertising campaigns. Although the representation of Asian people and the elderly has grown, it still represents less than 10% of advertisements. Furthermore, the presence of fat and LGBTI+ people fell, representing less than 2% of each group. In contrast, the visibility of white men has increased.
The study used artificial intelligence trained by ElifeGroup, allowing large-scale data analysis and standing out as one of the first studies to examine the participation of minority groups in brand social networks.
(Credit: Photo by UX Indonesia on Unsplash)
