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of Americans say
DE&I is important
Right now, there’s a real opportunity to put these learnings into action.
Missing the mark can damage consumer confidence and, in some cases, spark a major PR backlash. Brands must be authentic in their approach and let consumers lead the conversation.
Here are 5 DE&I insights all brands need to know:
DE&I means different things to different people
Americans have different reasons for prioritizing some social issues over others
Some industries are seen to be doing a much better job than others
Focusing on real people brings authenticity to inclusive advertising
The inclusive products consumers crave change over time
81% of Americans who think DE&I is important say it matters to them because it helps to provide fair and equal opportunities. But when it comes to what consumers think of when they hear DE&I, there are some notable differences between groups:
Index score of the social issues important to each generation (1.0 represents the average American)
In contrast, sports, finance, gaming, pharma, and tech/electronics are all industries failing to make an impression on Americans. “Don’t know/no opinion” was Americans’ top answer when asked what these industries were doing to support DE&I. This is particularly interesting when you consider that some brands within these industries have made very public efforts to promote DE&I.
The sports industry is a great example of this. Despite there being no shortage of DE&I initiatives and campaigns in the sector, (the Anti-Racist Project (ARP), Nike’s campaign #UntilWeAllWin, and annual diversity reports by The Institute for Diversity and Ethics in Sport are just a handful), there’s an obvious disconnect with consumers. 31% answered “don’t know/no opinion” when asked what the sports industry is doing to improve DE&I, which suggests the messaging and positioning of these campaigns are failing to resonate with Americans.
The key takeaway for brands? Learn from the sectors that are doing it well.
% of Americans that say they see people that look like them in ads