New research from the Pull Agency, as part of their ‘Future of Beauty’ series, looks to better understand consumer opinion on how involved health and beauty brands should be in social and political causes.
The Pull Agency surveyed over 2,000 consumers, who were accurately representative of the UK’s gender, age and ethnicity mix. The ” report seeks to answer questions such as ‘do you think the people used by health & beauty brands in their ads reflect the British population well?‘ and ‘to what extent do you want health & beauty brands to use advertising to teach and promote social responsibility?‘.
It reveals that 60% of consumers don’t feel personally well represented in health & beauty ads, with this percentage increasing to 79% for those who are 55+ years old. Of those surveyed, 43% said that they wanted advertising to show a realistic set of models to reflect the real user of the brand, and only 11% said that they would prefer to see advertising which uses ‘attractive’ models or actors to be aspirational.
Additionally, when asked about which social purposes resonate the most, respondents cited:
- Sustainability (58%);
- Body positivity (57%); and
- Diversity and inclusion (52%).
The goes on to explain that whilst a sustainability is a “universally supported cause across sociodemographic groups, there is an equally high expectation amongst consumers that instead of “bragging” about their green credentials, companies, brands – and governments for that matter – should just get on with it”.
Concluding the , the Pull Agency say that brands need to be credible and authentic in their approach, through supporting their messaging with real and meaningful action which fit with the brand.
To find out more and to access the full report, click .
