Assumptions about consumers’ social grade and class could be among the last remaining acceptable stereotypes in the advertising industry, new Channel 4 research has revealed.
In its latest ‘Mirror on Class and Social Grade’ report, Channel 4 and Republic of Media query whether the Socioeconomic Grading system – which is widely used to target higher social class audiences (or ABC1 audiences) – is now out of step with its original intended purpose.
The changing nature of work and shifting household composition could mean that the ABC1 category lacks specificity, with more than 60% of the UK public now fitting into this group.
The report was based on a survey of more than 100 media agency experts and a representative sample of 1,000 members of the UK public, to better understand how they perceive the system.
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It recommended alternative approaches to advertising with a focus on affluence, affordability and attention, as opposed to the traditional social grade metrics.
This could allow a particular focus on those who have higher disposable income, who are time rich, and who have higher financial security – with those groups often more commercially receptive to high-value items.
In addition, the report also emphasised a need for a greater focus on ‘authenticity’ over ‘aspiration’ in order to reach a wider range of audiences across social divides.
Channel 4’s recent Mirror on the Industry study found that working class portrayals were prone to reliance on stereotypes, with Northern accents two times more likely to be coded as working class in the audit.
Characters coded as ‘lower social grade’ in ads were also 50% more likely to be from an ethnic minority.
“Working on this project has made us unpick some of the assumptions around social grade and question whether this is okay – and what impact does this have on the ads being produced and broadcast to the nation?”, said Channel 4 research manager Samantha Cannons.
She added: “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.”
