Creating for </br> everyone

Creating for
everyone

At Google, we’re proud to build products that help billions of people every day. Our marketing showcases our products in authentic ways that connect with everyone.

For more information from thought leaders and subject matter experts from around the marketing industry, visit Think with Google.

Agency partners working with Google can find updated guidance for developing best-in-class creative at our Agency Hub. If you’re an agency partner that needs access, reach out to your Google project lead.

Benefits
Best Practices
Audiences
Perspectives

Benefits
Best Practices
Audiences
Perspectives

83%

higher consumer preference⁽¹⁾

Brands with the highest diversity scores in their ads experience 83% higher consumer preference⁽¹⁾. By 2030⁽²⁾, 20% of consumers will identify as people of color or LGBTQ+ and account for 27% of all income — making this critical for future growth.

Study: Diversity in ads correlates to gains in revenue, brand perception, October 2019
PEW Research Center: Early Benchmarks Show ‘Post-Millennials’ on Track to Be Most Diverse, BestEducated Generation Yet, November 2018

increased purchase intent⁽³⁾

60%

of ad impact can be boosted by diversity⁽³⁾

62% of Black, Latino/x and Native Americans are much more likely to purchase if their race/ethnicity is featured. And, 63% of consumers said that ads with their primary language increases likelihood of purchase⁽³⁾.

Guide the team and create shared standards.

Provide learning opportunities for your team

Hold your team accountable

Provide learning opportunities for your team

Hold your team accountable

Craft authentic work that resonates.

Build inclusion into the creative

Building inclusion into your research

Design research that helps you truly understand your audiences.

Establish expectations around diversity in user research

Avoid stereotypes in your research

Testing creative with your audience

Establish expectations around diversity in user research

Avoid stereotypes in your research

Testing creative with your audience

Audiences

Represent overlooked audiences authentically and break through.

Older woman laughing with hands in her pocket walking down a street

two black people sitting on steps looking at phone

A man stands in front of the ocean, smiling. He is looking over his shoulder and has a white shirt on

gender expansive couple sitting on coach

Age

Latinos / Latinx people

LGBTQ+ people

Plus-Size people

Socioeconomic status

Trans / Gender Expansive people

U.S. Veterans

Women

Audience insights built in partnership with:

Perspectives

“Our commitment to ending harmful stereotypes, portraying underrepresented communities and addressing inequality in advertising is not only our responsibility, it’s also our motivation and guiding principle.”

Lorraine Twohill

Chief Marketing Officer at Google

Lorraine Twohill on nine ways we’re changing our habits

THINKWITHGOOGLE.COM

"We are at a pivotal moment for AI and society – to get it right we must ensure that everyone’s voices are part of shaping how we approach AI and that everyone has the opportunity to share in the benefits."

James Manyika

Senior Vice President, Research, Technology & Society at Google

5 ways marketers can beat the attention recession Top YouTube trends to know for 2025

What’s on your 2025 marketing agenda? Here are our top tips

“I care deeply that the technologies and tools we make are empowering, and enable both creatives and broader society to thrive. Through conversations and working responsibly together with artists … I’m excited about how AI might open up new modalities, and the inspiring possibilities to come for creative expression.”

Mira Lane

Senior Director, Technology & Society at Google

AI is helping leading marketers drive outsized revenue. Here’s how

The 4 principles of modern marketing How creative storytelling drove 2024’s best YouTube ads

“Through active exploration and experimentation with AI, we can discover more concrete ways of thinking about the guardrails we want to uphold and the benefits to creative professionals they unlock.”

Billy Corbyn

Head of Global Creative Works at Google