Kantar’s Brand Inclusion Index reveals that progressive advertising is proven to drive sales.
A global study by marketing data and analytics business Kantar reveals that 75% of consumers say that a brands diversity and inclusion reputation influences their purchase decisions. Upending the myth of ‘go woke, go broke’, the study identifies that inclusive marketing is a significant opportunity to drive brand growth.
Kantar’s Brand Inclusion Index 2024, a survey of more than 23,000 people in 18 countries, uncovers a sobering truth: a staggering 46% of the world’s population experienced some form of discrimination in the past year, with most incidents happening in business or commercial settings. With three-quarters of people saying diversity and inclusion influence their purchase decisions, it is clear that brands who fail to address discrimination risk alienating a significant portion of their customer base.
The findings of the Brand Inclusion Index sit in the context of preliminary research from the Unstereotype Alliance with Oxford University’s Saïd Business School, using data from Alliance members including Kantar. This study has found that progressive, inclusive advertising drives a significant sales uplift of over 16% when compared with less progressive ad content and has a significant impact on consumer loyalty, buying intentions and a brand’s pricing power.
In its Index of the world’s most inclusive brands, Kantar ranked Google, Amazon, Nike, Dove and McDonald’s in its global top five. The brands were recognized by consumers for setting a positive example by demonstrating a genuine commitment to diversity, equity, and inclusion (DE&I).
Key findings:
- There’s an urgent need for brands to address DE&I failures: 72% of those who experienced discrimination reported it happening in a work environment or during interactions with brands; 58% experienced discrimination in a commercial location.
- Emerging markets are most impacted: Discrimination is even more prevalent in emerging economies (64%) than in developed markets (36%), potentially hindering growth in these critical regions.
- Underrepresented groups are most vulnerable: People with disabilities and LGBTQ+ individuals report the highest rates of discrimination (81% and 62% respectively), emphasizing the need for targeted efforts to create more inclusive environments and content.
- Consumer expectations are high: 75% of consumers globally say that diversity and inclusion – or a lack thereof – influence their purchase decisions.
Despite progress made by some brands, the Brand Inclusion Index 2024 reveals a significant inclusion gap that businesses must address. This gap is the difference between the proportion of people in a market who have experienced discrimination and the percentage who believe in the important and influence of diversity and inclusion, and is highest in countries including South Africa, Nigeria, Colombia and Japan.
Google recognized as most inclusive brand
Amid these findings, Google emerges as a beacon of hope, ranked by Kantar as the most inclusive brand globally. Consumers, particularly in marginalized communities, praised Google for its unwavering commitment to DE&I in its internal policies, products and marketing, its authentic representation of people from all walks of life and its leading-edge innovation for inclusion.
Annie Jean-Baptiste, founder and director of product inclusion and equity at Google said: “At Google, we build for everyone. Our commitment to creating inclusive, equitable and accessible products doesn't rest with one team, but is company-wide. The people we design for come from different places, ethnicities, socio-economic positions, and disability communities. With those varied backgrounds come different mental models and contexts of use. This is why we continue to partner with communities to understand their needs directly and develop truly helpful products. We are so delighted to win this award, and we will continue to embed inclusive practices into our design and development processes.”
Of the brands rounding out the global top five, Dove was particularly commended for its consistent and positive representation of women of all backgrounds. Nike received accolades for its unwavering support of the LGBTQ+ community.
Valeria Piaggio, global head of diversity, equity and inclusion at Kantar, said: “It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in store or their advertising doesn’t reflect diverse communities – it’s an easy miss.
“Millennials and Gen Z prioritize diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another.”