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Does on-screen representation in advertising reflect our reality? To answer this question, we carry out an updated analysis of on screen representation in award-winning and shortlisted Cannes Lions Film and Film craft creative work, which now spans from 2006 to 2023 (previous studies were published in 2022, 2020, 2019, 2017). For creative work in 2023, the most recent year under analysis, this study goes deeper to assess how various groups are portrayed and whether statistically significant differences emerge. We also investigate the overall trend of representation longitudinally from 2006-2023. In this report, we present a description of the sample and research methodology, followed by a profile of Cannes Lions Film and Film Craft creative work from 2006 to 2023. To conclude, we offer recommendations for improving diverse representation in advertising for ad creators and marketers. Below is a summary of our main findings.

Key findings

  • The representation of women in advertising has increased over the past 18 years.
  • The representation of people of colour has more than doubled.
  • Despite progress on the representation of women and people of colour, queer characters remain underrepresented in advertising.
  • Disabled representation has remained steady and low.
  • Since 2019, the representation of older adults is increasing.
  • Representation of people with large body types has significantly decreased over the past 5 years.
Gender Representation in Cannes Lions Film and Film Craft Creative Work
Racial Representation in Cannes Lions Film and Film Craft Shortlisted and Winning Work
Figure 3 Aggregated Racial Representation in Cannes Lions Film and Film Craft Shortlisted and Winning Work from 2006 to 2023

Recommendations

Gender

  • Statistical analysis of women’s representation from 2006 to 2023 indicates a significant increase of female characters over time from 33.9% of prominent characters on screen in 2006, to 43.8% and 43.7% in 2022 and 2023, respectively; continue to increase the overall share of female characters.
  • Increase the number of female characters shown engaging in independent behaviours, such as female characters driving or in an occupation, to counter stereotypes about their lack of autonomy.
  • Show more female characters working and in the office, to improve the quality of female representation. Having more male characters than female characters shown in these roles may reinforce the “male breadwinner” model, which isn’t a reality for the majority of American families.
  • Show more female characters with positive traits, such as being funny, to add greater depth and personality to female characters across ads.
  • Rethink the settings that segregate men and women. Include more female characters in exciting and physically active settings, like the great outdoors, and men in more calming settings, like the home.
  • Reduce sexualised depictions of female characters, particularly with the clothing they wear, to subvert visual objectification and dehumanising characterisations of women.
  • Increase on-screen speaking time for female characters, to show that the voices of women are equally important as those of men.

Race

  • Statistical analysis indicates a significant increase of characters of colour over time from 25.9.9% of prominent characters on screen in 2006, to 46.3% and 53.0% in 2022 and 2023, respectively; continue to increase the overall share of characters of colour in creative work.
  • Increase the share of characters of colour in an office setting, to offer more positive depictions of people of colour in the workplace.
  • Reduce sexualised depictions of characters of colour, especially women of colour, to subvert visual objectification, fetishizing, and dehumanising characteristics of characters of colour.
  • Increase characters of colour who are intelligent, to add more favourable traits and layers to their characterizations.

LGBTQIA+

  • Significantly increase overall representations of prominent LGBTQIA+ characters, to match their true prevalence in the population. LGBTQIA+ characters comprised only 1.5% of prominent characters in 2023 creative work, but 11% of the global population identify as attracted to their same sex. Statistical analysis indicates steadiness over time for the representation of LGBTQIA+ characters, from 1.9% of prominent characters on screen in 2018, to 2.8% and 1.5% in 2022 and 2023, respectively. However, that representation remains low.
  • Increase representations of LGBTQIA+ characters in more settings that indicate work and autonomy, such as the workplace.
  • Overwhelmingly, LGBTQIA+ characters are portrayed within all the sexualizing concepts measured, significantly more so than non-LGBTQIA+ characters (sexually revealing clothing, full nudity, some nudity, visually objectified, verbally objectified). Avoid hypersexualised depictions of LGBTQIA+ people to counter pernicious negative stereotypes related to some categories of sexual identity and sexual orientation.

Disabilities

  • Increase the number of visibly prominent characters with disabilities. People with disabilities were virtually absent in 2023 Cannes Lions creative work, comprising only 4.3% of characters on screen in 2022 and 1.3% of characters in 2023. In 2018, disabled characters comprised 0.8% of prominent characters on screen.
  • Keep in mind that disability is multifaceted and may include physical, cognitive, and/or communication aspects. Elevate people with diverse disabilities.

Age

  • Statistical analysis indicates a significant increase of characters ages sixty and older over time, from 7.0% of prominent characters on screen in 2019, to 12.8% and 12.3% in 2022 and 2023, respectively. Continue to increase prominence of characters ages sixty and older in creative work, to better reflect their prevalence in the population (34% in the United States). Representation of characters sixty and older in 2023 decreased by 0.5% from 2022.
  • Show more characters sixty and older in more active settings and behaviours, such as exercising and outdoors, to counter stereotypes surrounding a decline in physical activity.
  • Continue to depict characters sixty and older with authority, to counter stereotypes surrounding declining cognitive ability.

Body Type

  • Statistical analysis indicates a significant decrease of people with a large body type over time, from 7.2% of prominent characters on screen in 2006, to 3.6% and 6.2% in 2022 and 2023, respectively. Significantly increase the inclusion of people with a large body type, who were only 6.2% of visible prominent characters in 2023 Cannes Lions creative work.
  • Ensure body-type diversity for both male and female characters; we observed slightly greater body-type diversity for women than for men.
  • Increase counter-stereotypical portrayals of larger body types, including participation in exercise activities.
  • Show more characters with a large body type socialising, to counter the stereotype that characters with a large body type rarely socialise with others and are instead lonely.

Previous Reports