Heineken's marketers are analyzing research from CreativeX to enhance diversity in advertisements, finding significant biases in representation. Their study examined over 108,000 ad assets, showing a troubling trend: characters with lighter skin tones dominate both representation and media spend. In 2024, only 10% of characters have deeper skin tones, declining from 17% in 2022 to 11% in 2023 globally, while U.S. representation dropped to just 8%. Such disparities point to a pressing need for marketers to leverage insights on audience diversity to drive meaningful change and growth.
The findings from CreativeX highlight that characters with lighter skin tones dominate advertising not only in frequency but in budget allocation, revealing stark disparities in representation.
Representation of characters with deeper skin tones has seen a concerning decline; dropping from 17% in 2022 to just 8% in 2023 in the U.S.
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