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The Whole Picture: How advertising portrays a diverse Britain

Credos – advertising’s think tank – has launched its latest report The Whole Picture: How advertising portrays a diverse Britain. It asked:

  • Is advertising doing enough to reflect the UK’s ethnic profile?
  • Which brands are successful in representing diversity and why?
  • How can advertising engage all people in the UK?

Naturally, an increasing number of advertisements reflect this, and while there are those who think advertising should be required to reflect the UK’s ethnic mix more accurately, we think that advertisers should want to. It’s not only good for people, it’s good for business.

The report unpacks findings across how Britain is changing, how people define identity, diversity in public life, why brands should care, reflections on UK advertising today, and how to talk about diversity.


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