In the study, an international research team tested how people react to inclusive advertising through four experiments with both real and made-up brands. Participants were exposed to different versions of ads, some with clear diversity and others more homogeneous. Their reactions were then measured in terms of brand attitude, purchase intentions, and actual buying behavior. The results show that campaigns with greater variation in gender, body type, age, and ethnicity are generally received more positively than homogeneous ads.

Political orientation and authenticity affect perceptions of diversity

The researchers also found that political values shape how people respond to more inclusive advertising. Liberal- and left-leaning participants tended to respond more positively, while conservative consumers preferred more traditional advertising.

However, the study shows that authenticity is the most important factor – regardless of political background. If the audience perceives the diversity message as artificial or commercially motivated, it can backfire on the brand.

“When diversity feels genuine and reflects a brand’s real values, it builds trust, emotional connection, and loyalty. When it feels forced or opportunistic, it can quickly undermine credibility,” says Pejvak Oghazi, Professor of Business Studies and one of the researchers behind the study.