IAS：2023多样性和包容性：将包容性置于数字营销未来的中心研究报告（英文版）（26页）.pdf

1、Centering inclusivity in the future of digital marketingDiversity and InclusionCONSUMER STUDYUNITED STATES EDITIONJUNE 20231Integral Ad Science(IAS)ran an online survey among U.S.consumers to better understand consumer attitudes toward diversity and inclusion(D&I)efforts in digital advertising.In th

2、is study,we explore why diversity matters in advertising and measure how inclusive messaging affects consumer sentiment,receptivity,and purchase behavior.This report also gauges the impact that contextual adjacency has on consumer sentiment and behavior in relation to brands D&I efforts.Field DateMa

3、rch 2023Participation n=1,003 U.S.online usersDiversity and InclusionStudy objectives and design274%of consumers consider diversity and inclusion to be importantQ.How important is the topic of diversity and inclusion to you?3A majority of consumers agree that diversity is important to the future of

4、the U.S.Q.Thinking about the topic diversity and inclusion generally,please indicate whether you agree or disagree with the following statements:“I believe that diversity is the future in my country66%of consumers agree that diversity is the future in their country4I believe that diversity is the fu

5、ture in my countryMore than half of consumers actively consume content related to D&IQ.Thinking about the topic diversity and inclusion generally,please indicate whether you agree or disagree with the following statements:“I educate myself and like to read up on articles and consume content on topic

6、s related to diversity and inclusion issues”56%of consumers like to consume content related to diversity and inclusion 5I educate myself and like to read up on articles and consume content on topics related to diversity and inclusion issuesNearly two-thirds of consumers think their actions have a si