Among those who feel represented, 66% say they miss seeing children with intellectual disabilities and also indigenous and Asian children.
The presence of diverse bodies and families is a demand that grows every day in society and demands a firmer position from advertising brands in the construction of strategies that represent the bulk of society. Despite the steps here and there and advances, many families still don’t see themselves on screens and commercials.
The ‘Real Parenting’ survey, commissioned by Huggies and conducted by On the Go, shows that this is a feeling common to 40% of Brazilian families. In addition, among those who feel represented, 66% say they miss seeing children with intellectual disabilities and also indigenous and Asian children.
A relevant piece of information that appears in the survey is that the perception of representativeness is stronger among families that are in classes A and B. Among people in C and D, 41% do not see themselves portrayed.
For respondents, more than a thousand fathers and mothers between 25 and 40 years old, black people are better represented in TV advertising actions, 83%, followed by homosexuals, 75%. Other ethnicities and groups, however, lag behind, such as indigenous people for 58%, Asians for 44%, and trans people for 38%.
In the section on children’s visibility, participants considered that black children (84%) and children with physical disabilities (76%) appear more frequently in the brand’s strategy. On the other hand, indigenous (50%), Asian (47%) and intellectually disabled (47%) are less present.
The survey is part of the global “Baby, we’re in this together” repositioning, which Huggies recently launched, seeks to understand families’ perspectives and reality. It was carried out between February 21 and 26, 2022, with a sample in which seven out of ten participants have at least two children. It had heterosexual, homoaffective, white, black and disabled couples (PCDs) from social classes A, B, C and D.
