Social media agency We Are Social has surveyed users of social reading platform Wattpad and found 87% believe media and advertising needs to be inclusive in its representation of diverse and minority identities.
The sample group of over 1,000 members of Wattpad’s online community ’Gen Z Storytellers’ is predominantly female and with a greater proportional representation of marginalized voices than a nationally represented sample, giving a specialist view on storytelling, representation and how both will evolve in the future.
89% are aged 16-20, 79% female, 29% of diverse ethnic heritage, 25% are neurodiverse, 14% have a disability and 10% are non-binary.
What did the research find?
????87% of Gen Z Storytellers agree that media and advertising has a responsibility to be inclusive in its representation of diverse and minority identities
???? 60% of Gen Z Storytellers say they are more likely to buy from brands that represent diverse and minority identities and experiences in their adverts and on social media – even if they don’t belong to these groups.
???? Only 15% of respondents of diverse ethnic heritage felt their ethnic identity was well represented in media and advertising
???? Only 15% of respondents with a disability felt their ability was well represented in media and advertising
???? Almost 60% of respondents saw themselves represented on social media - the highest scoring media type in the survey
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