The research found that inclusive adverts viewed in the public domain increased purchasing intent among 18 to 34-year-olds by 22%.

The findings are based on a survey conducted with 2,613 people in collaboration with Clear Channel, Global and JCDecaux testing real-life fast-moving consumer good (FMCG) and automotive advertising from Trident and Buick.

When viewing an inclusive message on an OOH site, around a third of 18 to 34-year-olds strongly agreed the brand advertised was inclusive, authentic, high quality, trustworthy, had longevity, was market-leading and distinctive.

This fell to a quarter when the same inclusive creative was presented via social media.

Almost half of 18-34s strongly support movements including Pride ( 45%), Black Lives Matter ( 46%) and #MeToo ( 42%).

Significantly lower proportions of 35–54-year-olds and over 55s were strongly supportive of these issues.  

The study also showed inclusive advertising was especially effective in city centres, with around 40% of people living in city centres strongly supported inclusivity issues.

Jennie Roper, head of insight at Kinetic, said: “Inclusive marketing isn’t just the right thing to do, it also drives purchasing intent and unlocks spending power of, currently, largely ignored audiences in advertising.

“OOH and its public nature is the perfect medium for brands to speak out and for society, it can play a key role in normalising inclusive attitudes in the real world.”