A study by NBCUniversal, Magna and Identity shows audiences demand more intersectional representation.

“Diversity” is a term that encompasses many intersectional identities. Brands and media companies need to recognize those nuances better, according to a study conducted by NBCUniversal, Magna and Identity.

The Deconstructing Diversity study, which surveyed more than 3,500 U.S. respondents, reveals 87% of people feel a strong attachment to multiple communities, and 93% want to connect with cultures other than their own.

However, 33% say they do not identify with different communities because of inaccurate media representation or a lack thereof.

“Even though there is a correlation between ethnicity and [diversity], heritage and traditions such as language, race, ethnicity and nationality are just as important in defining identity,” said Oscar Allaín, SVP of cultural research and strategy at Identity.

Read Full Article on Campaign.