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Summary response

Among White Non-Hispanic consumers, persuasion in our ad testing follows warmth, energy and a sense of belonging, with a believable message behind them. Ads with a heartwarming or energetic tone, and ads built around community, convenience or value, outperform ads built on inspiration, status or heavy reassurance. The main way ads lose this audience is by feeling staged, so authenticity comes before any other tailoring.

Proprietary data combined with industry insights · 130M+ vetted signals

Summary response

Concepts built on warmth, aspiration and multigenerational connection look like they could travel furthest across both audiences. Heartwarming, emotional and inspirational ads score above edgy or serious ones on overall inclusive resonance: heartwarming is roughly 8% higher with Hispanic audiences than edgy, and inspirational is roughly 5% higher with Black audiences. Energetic ads also hold up well, especially on purchase intent with Hispanic and Millennial viewers. Family and multigenerational casting tends to resonate, though the effect is strongest for Hispanic audiences.

Millennial Black and Hispanic respondents keep returning to authenticity. They praise ads that show "people who look like me" in a way that doesn't feel "pandery," and they reject ads that feel unrealistic to everyday life. Whichever concepts you present, the test I'd apply is whether the culture is lived-in and specific, not decorative. These are directions the evidence points toward, and your brand and market context should decide the weighting.

Proprietary data combined with industry insights · 130M+ vetted signals

Summary response

For a financial-services brand, trust with Black consumers is neither purely a messaging challenge nor a creative one — it is a credibility challenge rooted in a documented history of exclusion, compounded by a sharp sensitivity to performative representation in advertising today. The brands that connect most deeply are those that show up as genuine partners in wealth-building and life milestones, cast and portray Black people across the full spectrum of aspiration (not just struggle), and back their imagery with visible action and community investment. Get those elements right and trust follows; get the representation wrong and skepticism hardens fast.

Proprietary data combined with industry insights · 130M+ vetted signals

Summary response

Marketing to people with disabilities demands both a mindset shift and a craft shift — and the business case for getting it right is substantial. Research puts the global spending power of people with disabilities at $8 trillion, their discretionary income in the U.S. exceeds that of the Black and Hispanic markets combined, and they are more than 70% more likely to buy from a business that openly supports and hires people with disabilities. Yet advertising representation remains rare and often mishandled. The cultural and accessibility considerations that move this audience most fall into a clear hierarchy: first, treat disability as one human characteristic among many, not a defining tragedy or a feat to celebrate; second, be meticulous about language and visual framing; and third, embed accessibility into the execution itself.

Proprietary data combined with industry insights · 130M+ vetted signals

Summary response

Position your platform as the cultural bridge QSR is missing. Asian Gen Z viewers find typical fast-food advertising generic, and they rate it lower on authenticity and belonging than Gen Z overall. Pitch your ability to put culture, community and a sense of "this is for me" into the work, and offer to prove it with measurement. Asian Gen Z audiences were generally lukewarm on QSR advertising in our testing. They called it "a typical fast food ad", "nothing different from any other", or something that "doesn't have any impact on me". Several said they rarely pay attention to food ads at all. The scores show the same thing. Across QSR ads, Asian Gen Z rates authenticity about 27% lower than Gen Z overall, and about 21% lower than the general population. Their sense of belonging is about 20% lower than Gen Z overall. Their purchase intent is roughly in line with the general population, so the interest is there. The creative isn't converting it into connection. That gap is your pitch: this audience is already willing to buy, and the category isn't speaking to them in a way they recognise.

Proprietary data combined with industry insights · 130M+ vetted signals