As American families become more diverse, companies are learning their advertising also has to become more inclusive.
A new study by BabyCenter and market research company YouGov that surveyed over 2,000 people finds that 80 percent of parents like to see diverse families in advertisements. Sixty-six percent said that brands that showed reverence for all kinds of families was a considering factor when purchasing a product.
When it comes to millennial parents, the openness to accepting interracial and LGBT families is more pronounced. About 2 in 5 millennial parents said they were more likely to purchase products from companies that feature diverse families in their ads. Seven in 10 have actively not bought something because they did not agree with what the company stood for.
The results and implications of the survey will be further discussed on Saturday at the South by Southwest Interactive festival in Austin, Texas.
"The fact is nearly half of millennial parents are more likely to talk to their friends about products that include diverse family types in their ads," said Julie Michaelson, head of global sales for BabyCenter, a family advice website owned by Johnson & Johnson. "It's very, very important to have that talk about your brand be positive and not negative."