More than a quarter of ethnic minority women say they are portrayed negatively in ads

More than a quarter of ethnic minority women in the UK think their ethnic group is portrayed negatively in ads, new research by the Unstereotype Alliance has revealed.

Of the 2,000 women asked, 26% said their group was portrayed negatively. This figure was higher among Middle Eastern (30%) and Black Caribbean (29%) women.

Entertainment brands (34%) were seen as the worst offenders when it came to authentic representation and stereotyping.

The research was conducted by media agency UM on behalf of the Unstereotype Alliance, which is convened by UN Women and aims to tackle stereotypes and advance progressive portrayals of all people.

The range of ethnic minority backgrounds surveyed included: black African and Caribbean, Jewish, white continental European, Middle Eastern, South East Asian and Southern Asian.

Invisibility was also a prominent issue in the research. When asked, 52% of Middle Eastern women, 50% of Southern Asian women, and 48% of Jewish women said they never or rarely saw people from their ethnic group in ads.

YouTube was the best advertising channel for representing ethnic minority groups, as cited by 49% of the women surveyed. By contrast, social platforms were seen as far less inclusive, with 22% of participants recognising people from their ethnc group on Twitter ads.

Melda Simon, UK lead for the Unstereotype Alliance at UN Women, said: “What we see and hear in advertising and on media channels affects how we see ourselves and the world around us. 

“This research demonstrates the importance of approaching intersectionality through a culturally nuanced lens that considers the experiences of people from a variety of communities.”

She added: “The advertising, media and creative industries are all about influence, so there’s no more logical partner as we go about trying to rid society of the ingrained stereotypes that are holding back humanity.”

Out of all the participants, 72% said they would be more likely to buy products and services from brands who represented their ethnic group positively and authentically.

Rachel Forde, chief executive, UK, at UM, said: “The argument for inclusion and authenticity among brands and advertisers is a commercial one, as well as a moral one. 

“Brands can be more successful, as well as become better corporate citizens, simply by reflecting their full audience in their marketing.”

Most recently, the Unstereotype Alliance released a content series starring brand and agency leaders discussing topics such as cultural nuance and dealing with backlash.