Consumer support for DEI initiatives soars despite controversies, Report reveals
By Felicia Nwosu
A recently released report by the Cultural Inclusion Accelerator and the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) indicates a significant increase in consumer support for diversity, equity, and inclusion (DEI) initiatives, including inclusive marketing practices.
According to the report, despite recent narratives suggesting a notable backlash against these efforts, the study reveals that over 83% of consumers are “comfortable or neutral” about inclusive marketing approaches.
The report, titled “Consumer Sentiment on Inclusive Marketing & DEIB” (which stands for diversity, equity, inclusion, and belonging), found that 56% of respondents would support brands that reflect diverse groups in their advertising, compared to a mere 10% who oppose such inclusive campaigns. This disparity highlights a substantial gap in consumer sentiment, suggesting a strong preference for brands that embrace inclusivity.
AIMM co-founder Gilbert Dávila emphasized the importance of these findings, stating, “The principles of inclusive marketing and DEIB are not just ethical concerns; they are business essentials backed by strong market approval and customer loyalty.” Dávila cautioned that the real danger lies not in upholding these values but in abandoning them.
According to Mediapost in its report, the insights stem from a comprehensive survey conducted by the Cultural Inclusion Accelerator and AIMM, engaging 12,412 consumers between October 24 and November 4, 2024. This sample was meticulously weighted to align with U.S. demographics according to the Census.
AIMM co-founder Carlos Santiago noted that the data showcases how consumer loyalty is tied to equality. He emphasized the need for brands to remain steadfast in their commitment to DEI initiatives, even amidst negative campaigns from anti-DEI factions. Santiago pointed out that the ratio of supportive consumers to those opposing DEI-focused advertising stands at 5.2 to 1, a significant increase from last year’s finding of 4.6 to 1.
It maintained that support for workplace equality was even more pronounced, with a reported 7.8 consumers backing companies that treat individuals equitably regardless of gender, ethnicity, sexual and age for every opposing consumer. This marks an increase from a previous ratio of 5.9. Additionally, 80% of respondents indicated that DEIB practices enhancing diverse representation in recruitment and promotions positively impact workplace culture.
Regarding corporate reactions to shifting DEI initiatives, the report found that 70% of consumers would either stop purchasing from a brand entirely or seek alternatives more aligned with their social values if that company withdrew its DEI commitments. Although this figure shows a slight decrease from 77% last year, it still represents a substantial majority.
It affirmed also that Santiago declared that prioritizing diversity and inclusion in brand communications is crucial for the sustainability and growth of companies. He added that neglecting representation risks missing out on significant market potential and could harm shareholder interests. Notably, he indicated that pressures to roll back DEI initiatives often come not from marketing teams but from higher-level executives fearing short-term financial impacts.
Overall, the report from the Cultural Inclusion Accelerator and AIMM paints a compelling picture of a market increasingly favoring inclusive practices, urging brands to stay committed to their DEI values for both ethical and economic reasons
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