#Bocconi4equality/Inclusive advertising increases tolerance (and vice versa)
One trillion dollars: that's how much the LGBT market in the US was worth in 2018. The interest of corporate marketing is therefore very strong. But do companies do inclusive advertising? And what are the reactions of the market? Stefano Prestini, academic fellow of the Department of Marketing at Bocconi, who carried out a study precisely to assess its impact on consumers, answers. It emerges that, in mainstream advertising (aimed at wide audiences), companies can make inclusive advertising without looking too much at the gender of the viewer. "Also because," explains Prestini, "the more advertising is done in an inclusive way, the greater the tolerance of society will become." And, in a virtuous circle, "the increase in society's tolerance will increase the performance of inclusive ads."