Diversity & Ageism in advertising — Jon Evans // System1
Jon Evans
System1
- Part 1Why advertising wear-out is a myth — Jon Evans // System1
- Part 2 Diversity & Ageism in advertising — Jon Evans // System1
- Part 3Ad science of right brain vs left brain — Jon Evans // System1
Show Notes
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02:48Navigating diversity and ageism in advertisingResults from System 1s study showed that diverse representation in advertising leads to positive emotional responses and an increased likelihood of purchase. Moreover, diverse representation in advertising leads to positive emotional responses from all audiences.
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05:47The impact of creative diversity in advertisingSystem 1s study looked at the impact of diverse representation in advertising based on factors like ethnicity, sexuality, race, etc. Ads featuring diverse representation performed better overall, with an almost one-star difference in effectiveness for the represented group.
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07:11The representation of older people in advertisementsOlder people do not want to be represented in a stereotypical way and prefer to be portrayed as having a sense of humor and being successful. Its important to authentically represent them in ads as they tend to hold the majority of disposable income in an economy.
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10:18Casting authentically for diverse representation in advertisingIt is important to involve the people being represented in the creative process to ensure authenticity in advertising. The most crucial factor in representation is telling the story well, rather than simply casting a person from a specific group.
Quotes
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"When people feel seen in advertising their emotional response to the advertising goes up and they feel more happiness, and it leads to an increased likelihood they might buy the product later." -Jon Evans, CCO, System 1
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"We looked at the average score for all our advertising, which is 2.5 out of five on our five-star scale. And we saw that score go up for diverse advertising as a whole." -Jon Evans, CCO, System 1
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"We've now got over 90 diverse ads in the UK and US, and we saw that diverse ads performed better overall for the national population, but also even better for those that were represented." -Jon Evans, CCO, System 1
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"What we found in our study of older people is that they don't actually want to be seen in advertising reflecting their older, more mature lives. They want to be seen as having a sense of humor." -Jon Evans, CCO, System 1
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"Older people are more cynical of advertising. They're also harder to impress. But the payoff is huge because they represent the majority of disposable income within the US and UK economy." -Jon Evans, CCO, System 1
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"One killer insight we got from both the Feeling Seen and the Wise Up study is it's better to tell one person's story well than try and represent a group badly." -Jon Evans, CCO, System 1
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"Theres an astonishing difference between a 50-year-old and a 90-year-old in terms of what's important to them. You need to tell stories authentically of people from the younger end as well as the older end." -Jon Evans, CCO, System 1
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"Whenever youre representing a group youre unfamiliar with, it's important to do research to help you create that authenticity so when the advert is made, it feels authentic for that person." -Jon Evans, CCO, System 1
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"It's important to reflect different people in society, but when you get into exactly who it is, it's better to tell the story well rather than you tick a box by casting somebody." -Jon Evans, CCO, System 1
- Part 1Why advertising wear-out is a myth — Jon Evans // System1
- Part 2 Diversity & Ageism in advertising — Jon Evans // System1
- Part 3Ad science of right brain vs left brain — Jon Evans // System1
Jon Evans
System1
Up Next:
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Part 1Why advertising wear-out is a myth — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. Producing advertising creative can be a costly endeavor, and often brands create a large volume of expensive content in an effort to see what resonates with their audience. However, when an ad is successful and resonates with the audience, it can be used for a longer period of time to save costs and continue to drive engagement. Today, Jon discusses why advertising wear-out is actually a myth.
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Part 2Diversity & Ageism in advertising — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. While it is important to accurately represent different groups in advertising, it is also necessary to ensure that these representations are authentic and avoid stereotypical portrayals. To achieve this, it is crucial to have a diverse range of people involved in the creative process and to carefully consider the casting choices for each ad. Today, Jon discusses diversity and ageism in advertising.
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Part 3Ad science of right brain vs left brain — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. The rise of social media and digital platforms has led to a shift towards left-brain, transactional advertising, which is designed for short attention spans. However, research suggests that right-brain advertising, which appeals to emotions, and is more effective at driving long-term brand performance, is still important for marketing success. Today, Jon discusses the ad science of the right versus left-brain.
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