Yesterday was an important day. At Cannes Lions , the Unstereotype Alliance, part of UN Women, launched the findings of research with Saïd Business School, University of Oxford using sales data from our global billion dollar brands, as well as from some of the other largest advertisers in the world. It objectively proves that progressive advertising sells more. Full stop. 58 countries. 392 brands. 4 years of data. 3.5% uplift in immediate sales 16% in long term sales Irrefutable evidence that doing the right thing and growth can, do and should go hand in hand. Whilst some parts of the business world are wobbling on the path to creating a more inclusive society - as Vice Chairs of the Alliance, at Mars we hope this data will help support the case to stay on the path. Be consistent. Be persistent. Be brave. We can make a difference together. Where good business means a better world. #mars #proudlymars #canneslions #inclusivity #genderequity#unstereotype #unwomen # tomorrowstartstoday UN Women UK
The research findings shared are indeed compelling and highlight the significant impact of progressive advertising on sales. It's great to see the data backing up the importance of inclusivity in marketing. How do you think this evidence will influence advertising strategies moving forward?
Very well done and this really makes me #proudlymars🙌💜
This is a great example of 'Altruism' (doing good) and Staying young - both key factors in creating and improving your Brand Velocity Score (BVS). Michele (Mitch) Oliver, is there a link to your research, please? Vision One Research, Alex Brown, Kendra Alexandra F., Charl Baird, Dan White
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Diversity drives innovation - the correlation of the two were tabled in a great 2018 Accenture report 'When she rises we all rise' which very clearly explains how more diversity = more sustainable growth.
Love this, congrats, brilliant leadership
Having been involved in some of the insights behind the original Unstereotype work presented by Unilever at Cannes almost 10 years ago (-‘d I was there to see it) I am so happy to see this. Well done to everyone involved at the Unstereotype Alliance!
Great to see you and see this unveiled last week Mitch! Really critical and empowering evidence that not only is inclusive marketing the right thing to do morally, but also the right thing to do for brand building and marketing performance.
So brillant to have this Mitch. An important day indeed.
Impact and Growth Consultant for Fortune 500 Companies / ex United Nations / ex Anomaly / Adventurer / B Corp / Between London and California
5moYESSSS! So many positive outcomes from this work. Philipp Reker / Afdhel Aziz (He/Him) / Bobby Jones. So impressive. Loved this too: "Be consistent. Be persistent. Be brave". I think consistency is the hardest thing to do in this list. It continues to be something I wonder about across all brands/orgs - once you have your purpose and bold audacious plans, how do you create the conditions to keep showing up over years? Thank you for sharing this Mars crew and Michele (Mitch) Oliver and the Unstereotype Alliance.