# There is a disconnect

By [economic content](https://paragraph.com/@economic-content) · 2022-05-07

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*   **Japan**: There is a disconnect between individualism in Japanese society and traditional social norms identified in advertising. Advertising is seen to entrench stereotypes and isn’t deemed to be reflective of society, 68% of consumers don’t feel represented. Intersectional advertising saw increased brand closeness (+1.2) and positive emotional associations - four in five Japanese consumers surveyed agreed completely or somewhat that the advertising tested was believable.
    
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*Originally published on [economic content](https://paragraph.com/@economic-content/there-is-a-disconnect)*