DEI might not dominate boardroom agendas like it once did, but for marketers it remains essential. After all, growth doesn’t come from ignoring the audiences who make it possible.
That’s why Heineken’s marketers are digging into research from branding consultancy CreativeX, looking at how ads featuring people with different skin tones perform across social media platforms. The goal isn’t just to understand the data, said the brewer’s global media lead Joost Hoppe, it’s to turn those insights into action by sharing them with brand teams across the business,
But before unpacking why the findings could prove so valuable to those marketers, it’s worth understanding the scope: conducted in the first quarter, the research spanned 108,000 image and video assets backed by over $804 million in media spend from 2,191 brands across 163 marketers between January 1, 2022 and December 31, 2024. During this period it racked creative elements across 11 digital channels. Each asset was tagged with thousands of creative attributes including character, gender, age, skin tone and the context in which they appeared such as leadership, professional, physical, family or domestic roles.
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