Diversity, equity, and inclusion (DEI) in the advertising industry: attitudes and behaviors

Advertising professionals face a complex socio-political landscape in which diversity, equity, and inclusion (DEI) campaigns can engage marginalized audiences but risk alienating conservatives. Given the issue of diversity underrepresentation in advertising research in non-Western countries and the questionable effectiveness of promoting DEI, the present research, which is based on data from Israel, examines advertising professionals’ intentions to engage in DEI initiatives and their attitudes toward DEI as precursors to their intentions. In two studies, netnography and a survey, we examined advertising professionals’ online conversations, their reactions to DEI campaigns, and expectations regarding their outcomes. The results show positive attitudes toward DEI traits, with gender and sexual orientation as the most popular topics, which are often characterized by emotional and authentic values. Advertising professionals believe that they can influence consumers and spark social change. These findings offer critical insights into advertising practitioners’ attitudes toward DEI and their influence on DEI-related advertising practices.