The cringe factor can be high when an established brand suddenly aligns itself with up-to-date values. It did not appear to work well for Gillette, which suffered a public backlash five years ago to its “toxic masculinity” advert, or for Marks and Spencer when it brought out an LGBT rainbow- coloured sandwich to mark Pride. But new academic research carried out for the advertising industry suggests that “Go woke, go broke”, the snappy catchphrase devised by rightwing groups as a warning to brands, has got it all wrong. It seems even clunky attempts to tune into newer, more tolerant values can give a product an advantage.

This study, conducted in collaboration with Nielsen, will assess the diversity of advertising across different countries and industries. ## The Unstereotype Alliance and its Impact on Advertising

The Unstereotype Alliance, an initiative led by UN Women, is a powerful force in pushing for more inclusive advertising practices across the globe. This alliance, in conjunction with the United Nations, aims to tackle gender stereotypes and promote positive representations of women and girls in advertising.

Based on analysis of 392 brands across 58 countries, the research, which claims to be the first of its kind, indicates the positive impact of inclusive advertising on outcomes, with an almost 3.5% boost to shorter-term sales and a more than 16% increase in the longer term. It seems to persuade 62% of buyers to choose a product and make 15% of shoppers more loyal. The study covered different product categories such as confectionery, snacks, personal care, beauty, pet food, pet care, alcohol, consumer healthcare and household products, across a variety of geographies. “The idea that inclusive advertising content can commercially ­damage a business has limited progress for too long,” said Sara Denby, head of the Unstereotype Alliance secretariat at UN Women.

A scientist, while discussing the validity of a claim, emphasized the importance of providing evidence to support their assertions. She stated that the claim was consistently unfounded, but they needed to provide evidence to the contrary. She then elaborated on the process of gathering evidence and the confidence they have in the findings.

The advertising industry is facing a growing challenge in navigating the complexities of modern values and sensitivities. This is particularly true for brands that are trying to appeal to diverse audiences. The Bud Light controversy highlights the delicate balance that brands need to strike between inclusivity and commercial viability.

The campaigns attracted much attention but were not thought to have had any business benefit.