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Stereotypes are costing brands

Johan van Mol, No-Kno Founder
Stereotypes in advertising.jpg

A new study challenges two persistent beliefs in advertising: that young faces appeal to everyone, and that ethnically diverse casting is risky. Conducted by No-Kno in collaboration with Belgian platform Foodtruckbestellen.be, the research proves otherwise. In real-world campaigns with real audiences, ads that reflect the age and background of their target groups significantly outperformed standard versions — generating up to 40% more clicks and 175% more conversions.

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