Inclusive advertising has entered a new phase. Representation still matters, but consumers are increasingly evaluating how brands show up — whether stories feel authentic, relevant, and grounded in real experience rather than symbolic gestures.
That was the focus of Dynata’s recent webinar, From visibility to belonging: The evolving role of inclusive advertising, led by Brooke Huntley, director of product marketing, media solutions, and Nicole Mitchell, principal, research science. Drawing on Dynata research across the United States, the United Kingdom, and Australia, the session explored how expectations are shifting — and what brands must do to build trust and brand equity in a more skeptical, values‑driven marketplace.
Visibility is now the baseline. Belonging is the differentiator.
For years, progress in inclusive advertising was measured by who appeared on screen. Today, audiences are looking beyond presence to meaning.
Nicole framed the distinction clearly:
- DEI focuses on internal systems — equitable practices, leadership representation, and structural change.
- Inclusive advertising shapes perception — whether messaging feels authentic, respectful, and connected to lived experience.
When those two are aligned, brands build credibility. When they are not, inclusion can feel performative — and audiences notice.
What Dynata’s research reveals across markets
Dynata surveyed more than 4,000 adults aged 18+. across the US, UK, and Australia, with two waves of research conducted in 2023 and 2025. This multi‑year approach captures how attitudes toward representation evolve alongside cultural, political, and generational change.
- Representation is noticed — and it matters personally. More than 70% of respondents across markets said they pay attention when ads include people of different races, genders, abilities, or identities. More than half said it personally matters to see people like themselves represented in advertising. Implication: Diversity is no longer passive. Consumers actively interpret representation and attach it to brand values.
- “More diversity” is giving way to “better representation”. In 2025, more people across markets said the amount of diversity in advertising feels “about right,” while fewer said more diversity is needed. This does not signal completion — it signals rising expectations. Consumers are no longer asking for more faces. They are asking for more authentic stories.
- Generational and cultural nuance shapes expectations. One notable finding emerged in the UK: Gen Z women were significantly more likely than Gen Z men to say more diversity is needed in advertising. In contrast, Gen Z men aligned more closely with Gen X men. Takeaway: Inclusion is not experienced uniformly. Gender, generation, and cultural context influence what audiences expect from brands.
- Satisfaction is improving — authenticity is not. Across markets, more than half of respondents said they feel somewhat or very satisfied with how their identity is portrayed in advertising. Australia saw gains over time, and the UK saw growth in the “very satisfied” segment. However, perceptions of authentic portrayal remained flat between 2023 and 2025. This gap is critical. It suggests that while representation may be improving, storytelling depth and cultural understanding are not advancing at the same pace.
Authenticity requires more than representation. The webinar underscored a key shift:
- Representation shows people. Authenticity understands them.
- Ads that resonate go beyond surface diversity to reflect real experiences, real tensions, and real moments of connection. They avoid treating inclusion as a checklist and instead anchor stories in purpose, relevance, and human truth.
- Inclusive advertising still builds trust — when it feels genuine
- Nearly half of respondents in the US and UK, and more than half in Australia, said they trust brands more when they promote inclusivity in advertising. Those trust levels have remained consistent over time.
- Inclusive advertising acts as a signal of integrity. When consumers believe that signal, it strengthens brand equity. When they question it, skepticism increases.
Why relevance matters: Brand‑connected vs. non‑brand‑connected inclusion
Dynata’s research distinguished between two types of inclusive ads:
- Brand‑connected inclusive ads: Representation is meaningfully tied to the product, service, or brand purpose.
- Non‑brand‑connected inclusive ads: Representation is present, but the link to the brand is unclear.
Audience response varied by market:
- United States: Appeal remained flat for both types, suggesting normalization and a higher bar for quality.
- Australia: Appeal increased even for non‑brand‑connected inclusive ads, signaling openness to visibility itself.
- United Kingdom: Appeal declined for both, particularly when representation lacked clear relevance.
Key takeaway: Relevance matters — especially in markets where skepticism is growing.
Belonging requires action beyond advertising
Perhaps the strongest signal from the research: consumers expect brands to back inclusive messaging with tangible action.
Across all three countries, people were more likely to support brands that:
- Donate to causes supporting underrepresented communities
- Sponsor community events
- Hire and promote inclusively
- Elevate diverse leadership
- Take visible stands on issues that affect marginalized groups
Alignment between messaging and behavior builds trust — and long‑term loyalty.
Common pitfalls to avoid
Two risks emerged clearly in the discussion:
- Leading with advertising before doing foundational work. Misalignment erodes credibility quickly.
- Treating inclusion as a visual checklist. Without depth or context, representation can feel hollow.
The better approach: start with understanding, build with intention, and scale with integrity.
How brands can move from visibility to belonging
Based on Dynata’s findings, brands looking to deepen impact should focus on:
- Telling stories rooted in lived experience, not symbolism
- Clearly connecting inclusive narratives to brand purpose
- Aligning advertising with internal practices and partnerships
- Demonstrating action beyond campaigns
- Accounting for cultural and generational nuance
- Measuring authenticity — not just awareness or recall
Key takeaways
- Representation is necessary, but no longer sufficient.
- Authenticity perceptions have not improved at the same pace as visibility.
- Inclusive advertising continues to build trust when it feels genuine and relevant.
- Consumers reward brands that pair inclusive messaging with meaningful action.
