1 in 4 is a significant market opportunity. It’s an even bigger opportunity when a diversity lens is applied and the responses are compared across demographic groups. Lost rise to about 1 in 3 for customers from Indigenous (39%) or backgrounds (30%) and people with a disability (35%). They edge closer to 1 in 2 customers who identify as lesbian, gay or bisexual (42%) and people who practice a noticeable Faith (42%). Australians represented on television '(Screen Australia) analysed all 199 dramas (fiction excluding animation) that aired between 2011 and 2015 inclusive, finding 18% of main characters in the period were from non-Anglo Celtic backgrounds, compared to 32% of the population. A notable exception to this trend is Indigenous representation, making a dramatic turnaround in screen presence. Only 4% of main characters had an identified disability compared to an estimated 18% of Australians, whilst 5% of main characters were identified as yet this ‘LGBQI’, group is estimated to be up to 11% of the population.' Men and women in film Male characters received two times the amount of screen time as female characters in 2015 (28.5% compared to 16.0%) In films with a male lead, male characters appeared on screen nearly three times more often than female characters (34.5% compared to 12.9%). Male characters spoke twice as often as female characters (28.4% compared to 15.4%) In with male leads, male characters spoke three times more often than female characters (33.1% compared to 9.8%). Films led by women grossed 15.8% more on average than films led by men. Could it be that diverse groups are not front of mind for organisations because they are less vocal about their experiences? Or is it that organisations are not listening as hard as they could? The answer falls somewhere in between. On the one hand, speaking up is not a common practice for customers when the relates specifically to their needs as a customer in terms of their sex, cultural heritage, age, faith, disability or sexual orientation. Despite these unmet needs, the vast majority (80% or more) of surveyed customers who have an Indigenous or
1 in 4 is a significant market opportunity. It’s an even bigger opportunity when a diversity lens is applied and the responses are compared across demographic groups. Lost rise to about 1 in 3 for customers from Indigenous (39%) or backgrounds (30%) and people with a disability (35%). They edge closer to 1 in 2 customers who identify as lesbian, gay or bisexual (42%) and people who practice a noticeable Faith (42%). Australians represented on television '(Screen Australia) analysed all 199 dramas (fiction excluding animation) that aired between 2011 and 2015 inclusive, finding 18% of main characters in the period were from non-Anglo Celtic backgrounds, compared to 32% of the population. A notable exception to this trend is Indigenous representation, making a dramatic turnaround in screen presence. Only 4% of main characters had an identified disability compared to an estimated 18% of Australians, whilst 5% of main characters were identified as ‘LGBQI’, yet this group is estimated to be up to 11% of the population.' Men and women in film Male characters received two times the amount of screen time as female characters in 2015 (28.5% compared to 16.0%) In films with a male lead, male characters appeared on screen nearly three times more often than female characters (34.5% compared to 12.9%). Male characters spoke twice as often as female characters (28.4% compared to 15.4%) In with male leads, male characters spoke three times more often than female characters (33.1% compared to 9.8%). Films led by women grossed 15.8% more on average than films led by men. Could it be that diverse groups are not front of mind for organisations because they are less vocal about their experiences? Or is it that organisations are not listening as hard as they could? The answer falls somewhere in between. On the one hand, speaking up is not a common practice for customers when the relates specifically to their needs as a customer in terms of their sex, cultural heritage, age, faith, disability or sexual orientation. Despite these unmet needs, the vast majority (80% or more) of surveyed customers who have an Indigenous or
20170227_Missingout_Customer_Diversity.docx