Microsoft Advertising’s study on Gen Z highlights the business value of inclusive marketing. Research shows that 76% of Gen Z support authentic brands, 70% trust ads that represent diversity, and 49% have stopped buying from brands misaligned with their values. Inclusive ads not only build trust and loyalty but also drive a 23-point lift in purchase intent, even when viewers aren’t directly represented. Words, imagery, and authentic representation matter, as consumers seek brands that reflect real diversity. The paper concludes that playing it safe risks irrelevance, while inclusive messaging fosters connection, loyalty, and growth.

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