The groups forgotten by marketers, and how to reach them

Marketers spend their days trying to see the world through their audience’s eyes. But here’s the uncomfortable truth: “We don’t see things as they are - we see them as we are.” The lens we look through is forever clouded by our values and experiences, which means marketers often end up selling to themselves. 

We’re not just going off vibes here. Looking at who’s making the ads, versus who feels seen by them, speaks volumes. To paint a picture, we’re spotlighting six groups getting left out, why, and how to reach them. 

1. Rural areas

One of the reasons certain groups (like ethnic minorities and the gay community) are well-represented in the advertising industry is that they’re concentrated in cities, where most of its workforce is based. That means urban stories get told, while rural ones often get left behind. Just look at the US states that feel least reflected in ads - they’re among the most rural.

13% in New York feel represented in advertising – not a huge number, but still dwarfing the 5% in Montana who feel acknowledged by the industry. 

Yet, there could be more countryside eyes in your category than you think. 15% of the global online population is rural, yet these consumers make up 20% of those in the market for a motorbike and 18% of regular cinema-goers. If any of that surprises you, your strategy probably needs a refresh. 

City backdrops might make ads look slick, but they’re less likely to land beyond the skyline, where consumers stand out most for wanting brands to support local businesses and be traditional, and least for chasing exclusivity or innovation. Geo-targeting will help avoid leaving audiences - and impact - on the table.

And when reaching out to rural consumers, factor in their unique challenges. Being very dependent on the postal service, 53% typically prefer to shop online than in-store. Without fast shipping and easy returns, the post-purchase experience can be make-or-break. And good customer service is higher up their list of reasons to promote a brand than it is for other people. 

To meet growing rural demand, Amazon set up the Delivery Partner Service program, letting local businesses earn extra cash by delivering packages. That way, customers get familiar faces, clear communication, and accountability; if there are issues, local partners can resolve them fast, or even follow up in person.

2. Low earners

Marketers tend to be well-off. Among urbanites in the US/UK, they’re 46% more likely to be high earners. Compared to your average Joe, that means they care more about technology and worry less about prices. This can sway them toward messaging that’s sleek and premium even if it’s not the right fit for a product, which can alienate the cost-conscious crowd.

McDonald’s has said that while the brand has continued to grow its share among middle- and high-income customers - thanks to its Signature Collection and new innovations like in-store facial recognition – its priority is now getting low-income consumers back on board. And other companies with a more budget-conscious customer base shouldn’t take their core audience for granted, especially with low earners being 38% less likely to feel seen in ads than high earners in the US/UK.

Thankfully, this group is very reachable - you just need to know where to look. Because more low earners use ad-supported subscriptions in these Western markets, they’re more likely to discover products via mobile games, pre-roll ads, and music streaming apps. Without fancy ad-less tiers, there’s more space for storytelling to shine, with Little Caesars’ Netflix commercial pressing the right buttons.

3. Solo dwellers

From rom-coms to ads, stories about finding love and starting a family are everywhere. They look great on screen and are aspirational for a lot of people, especially marketers. In fact, 25% of them expect to get engaged, married, or start dating in the next 6 months - compared to 16% of all US/UK consumers who’re in their swipe-right stage.

Far less common are narratives that reflect the reality of singletons, who are gaining power as a consumer group. More people are reaching 30 without kids, which is part of a growing shift toward female independence - from women embracing their “single-girl era” to South Korea’s radical 4B movement. 

Despite single-person households making up nearly a third of all UK homes though, just 6% of marketers surveyed by WARC consider them “strategically important”. No wonder this group feels much less represented than those who live with their partner or children.

Brands that ease the “single’s tax” by designing solo-friendly products, and marketing them well, stand to win big. Think one-person portions, mini appliances, or travel safety features. It’s not just about practicality either. Solo travelers are more likely to choose providers that offer local insights than the average US/UK consumer, and rely more heavily on forums when doing travel research. Reassurance and reliable guidance ultimately matter more to them and should be emphasized in messaging.  

4. Older consumers 

Let’s address the elephant in the room: the majority of marketers are 35 or under, but they’re selling to a market where the majority are 35 and up. So it’s unsurprising that the older you get, the less you feel represented by ads. According to research by CreativeX, older adults make up just 4% of people featured in them. 

Marketers are skipping over a segment with some serious spending power. More 45-64 year olds buy products online weekly, own a credit card, and are high earners than 25-34 year olds. Revenue’s knocking, but few brands are opening the door.

The good news is that older consumers are online, ready to engage, and hanging out in a wider variety of spaces. Since early 2021, the share of 45-64 year olds using TikTok daily has risen from 11% to 27%; and as their online habits evolve, they’re becoming more open to commercial content. Older influencers have been turning heads on various apps, proving that age is just a number, and even inspiring young adults. 

5. Asian Americans

Marketers are 28% more likely to be African American than the wider US population. The result? They’re 26% more likely to feel represented in ads. There are still instances where representation of the Black community has a way to go - with sunscreen launches drawing attention to this time and time again (it’s been argued that their overrepresentation in alcohol and fast food ads is an issue in itself).

But while there’s been much discourse around representation of Black audiences in recent years, relatively little attention has been paid to Asian Americans - even though the data indicates that current campaigns aren’t hitting the mark. East Asians are missing in brainstorming sessions, and it shows. 

East Asians are often seen as analytical, rather than imaginative - which means they tend to get overlooked in storytelling roles. What’s more, creative roles don’t get much backing in immigrant communities, where earning a steady income is more of a focus. To break the cycle, marketing teams and recruiters could tap into new talent pools. Getting East Asians in the room is the best way to close the gap.

Another is finding out where East Asians are and meeting them there. For example, they use public transport much more than the average American, yet they’re less likely to discover products on it. 

And some sectors have more ground to make up. While East Asians are more likely to follow the Olympics, their athletes were notably absent from Paris’ 2024 promo poster - highlighting a long-standing blind spot in sports advertising.

6. Transgender consumers

Parts of the LGBTQIA+ community are more visible than others, which is why they can’t be treated as a monolith.

Gay and bisexual consumers are 26% more likely to work in marketing than average, and more likely to feel represented in ads. Meanwhile, others remain in the shadows. Transgender consumers are less likely to feel seen - alongside gender-neutral and bi-gender consumers. 

And they’ve got the stats to back them up. GLAAD’s 2023 research found people were twice as likely to remember seeing gay or lesbian characters in campaigns than trans ones - while a UK study showed that brand support for the latter has dropped, likely due to fear of backlash.

Traditional gender norms are gaining ground in the US, alongside restrictions on medical care for those transitioning. But even for brands without existing connections to the trans community, there are thoughtful ways to show up that don’t invite boycotts. Support doesn’t have to be loud to be meaningful.

Transgender consumers stand out most for using social apps like Tumblr and Bluesky - digital safe havens away from the mainstream. Brands can have conversations with these online circles and co-create items that meet their needs, especially medicine, grooming, and sanitary product companies. While building trust takes time, partnering with respected community voices can go a long way. 

The big picture

There’s a clear and undeniable link between who marketers are and who feels seen in ads. Let’s talk about it and move forward. Inclusion isn’t just the right thing to do - it’s effective. When you widen your lens, you grow your audience - and your bottom line.

In this blog, marketers are defined as those who say they work as an ad sales representative, a marketing executive or manager, a campaign assistant or manager, or a content marketer or writer.