For decades, almost everyone who appeared in ads conformed to these traits.

But consumers today don’t want to buy from picture-perfect, homogeneous models.

Some brands are adjusting their marketing strategies accordingly, but they need to consider all angles.

Less than half of a percent of models were openly transgender or non-binary.

Consider a study from Cambridge University in which audiences found marketing content more compelling when they shared traits like skin color, size and age with the models.

More than four in 10 millennial parents are likelier to buy something from brands that embrace diversity.

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