Unstereotype Alliance: ‘Inclusion = Income - The Business Case for Progressive Marketing' study
The industry-led coalition convened by UN Women published a new study during Cannes Lions 2024 which looks at how consistent and progressive advertising can drive sales and growth.
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The study “Inclusion = Income: The Business Case for Progressive Advertising” was conducted by the Unstereotype Alliance in collaboration with Oxford University's Saïd Business School, based on proprietary data provided by several Alliance members including Bayer Consumer Healthcare, Diageo, Kantar, Mars Incorporated, Mondelēz International and Unilever. Advertising and sales data for 392 brands across 58 countries were analysed, covering four years (2020-2023) across a variety of product categories.
Key headlines from the study include:
- Progressive advertising drives significant sale impacts, both short-term and long-term: There is an improved direct short-term sales uplift of 3.46% and 16.26% greater direct long-term sales than less progressive ads.
- Brand Equity is improved by progressive advertising with a strong multiplying impact: High-scoring brands on progressive advertising indicators are 9.8% more ‘meaningful’ and 11.8% more ‘different’. Loyalty is 1.29x higher, strong purchase consideration is 1.43x higher, and pricing power is 1.52x higher for more progressive advertising than less progressive advertising.
- Building progressive advertising into commercial strategies can futureproof growth: The study shows that progressive advertising plays a critical role in bolstering brands as key corporate intangible assets.
The full report will be released in September 2024.
