A new report asks whether current industry assumptions around consumers’ social grade and class are the “last remaining acceptable stereotypes in the media industry.”
The latest publication in Channel 4’s “Mirror On the Industry” series, tracks the diversity and inclusivity of advertising.
Commissioned by the broadcaster and Republic of Media, it questions whether the Socioeconomic Grading (SEG) system – which is used to target ABC1 audiences, is now out of step with its original purpose.
It points to the changing nature of working practices, the make-up of British households and shifting demographics, which mean that more than 60% of the UK public is now ABC1.
The research is based on a survey of 100 media agency experts – to find out what they thought about the socioeconomic grading system – and a representative sample of 1000 members of the UK public, to understand how they perceive this system.
It found that the portrayal of working class portrayals was prone to reliance on stereotypes.
Northern accents were twice as likely to be coded as working class in the audit, while characters coded as being ‘lower social grade’ in ads were also 50% more likely to be from an ethnic minority.
As a result Mirror on Class and Social Grade examines whether alternative approaches to advertising are needed, such as focusing on tracking and targeting affluence, affordability and attention.
It defines these as:
– Affluence – an indicator of disposable income.
– Affordability – a measure of financial security, with those who own their home outright a stronger audience for high value goods.
– Attention – those who are time rich are a commercially receptive audience.
“Working on this project has made us unpick some of the assumptions around social grade and class and question whether this is okay – and what impact does this have on the ads being produced and broadcast to the nation?” said Samantha Cannons, Research Manager at Channel 4.
“We don’t have all the answers – but we do want to raise some of the key issues surrounding the topic and provide some ideas to think differently about when it comes to advertising.”
