New data from YouGov's audience segmentation tool, Profiles, has revealed that a majority of Australians have a strong preference for authenticity in advertising representation.

According to YouGov, 60% of respondents preferred seeing 'real-looking people' in advertisements, with the sentiment most pronounced among those aged 25-44.

The data also suggests a disconnect between advertising representation and consumer lifestyles. 38% of consumers feel their lifestyles are not adequately represented in advertising. This sentiment is particularly strong among adults aged 35-44, with 44% expressing dissatisfaction with how their demographic is depicted in advertising.

Celebrity endorsements in advertisements are enjoyed by 21% of Australian consumers overall. However, this figure rises to nearly 40% among adults aged 18-34, compared to just 20% of those aged 45 and above. This suggests a generational divide in the appeal of celebrity endorsements.

The data also reveals that more than half of Australians aged 18-44 (56% of 18-24-year-olds and 52% of 25-34-year-olds) believe companies should publicly express their views on important topics. This indicates a desire for companies to take a stance on social and political issues, reflecting a broader trend towards 'brand activism'.

The data from YouGov Profiles is based on continuously collected data and rolling surveys, rather than a single limited questionnaire. This means the data for Australia is nationally representative and weighted by age, gender, education, region, and race, providing a comprehensive and accurate snapshot of consumer attitudes and preferences.