2023
9
Germany Diversity, Equity and Inclusion Market Report 2023
2023-07-19T13:01:56+01:00
REP7C370459_A3F6_457D_A7B6_4C5600911B8D
2195
165094
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Report
en_GB
Germans expect authenticity in brands’ DEI commitment. Brands that embrace the power of personalisation and provide genuine support will be successful in resonating with consumers. Dr. Jennifer Hendricks, Senior…

Germany Diversity, Equity and Inclusion Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Diversity, Equity & Inclusion Market Report 2023. Our full report is packed with consumer-led market intelligence and the consumer behaviours and attitudes towards diversity in Germany. Get a 360° view of diversity, equity and inclusion in the German market including consumer attitudes, brand strategies, and forecasted analysis of DEI in Germany.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • Population groups believed to be overlooked or underrepresented in various areas in Germany.
  • Initiatives perceived to be most effective to achieve diversity, equity and inclusion in the German market and workplace.
  • Perceived benefits of DEI initiatives in the workplace.
  • Consumers’ assessment of most important responsibilities for brands regarding DEI in Germany.
  • Consumer attitudes towards diversity in Germany and DEI initiatives of brands.

An Overview of DEI in Germany

Germany sports a very diverse population, ranking among the top 10 countries with the highest number of foreign-born residents. Similar to other Western countries, Germany is also facing a continuously ageing population, opening up opportunities for brands to cater to the silver economy and celebrate age inclusion.

For 7.8 million severely disabled people who currently live in Germany, daily life holds many challenges, despite initiatives to support them, especially in the labour market. Employers are encouraged to create an inclusive workplace tailored to their needs.

A group, considered to be overlooked by a majority of 65% of German residents, are low-income individuals, especially in housing and the workplace.

Diversity Market Research Germany: What Consumers Want and Why

  • The Cost of Living & DEI in Germany: Amplified by the ongoing cost of living crisis, affordability is the baseline tenet for an inclusive society. This is reflected by 39% of consumers, who say that one of the most important priorities for brands regarding DEI in Germany is to ensure that their range of products and services is affordable for a wide variety of people.
  • Challenges Regarding Diversity in Germany: While 56% of consumers agree that DEI initiatives are becoming more important in German society, consumers are sceptic towards initiatives undertaken by brands. The key to authenticity is to ingrain DEI in company cultures with genuine and sustainable support to ensure it is considered more than just lip service.

How Can Markets and Diversity in Germany Align in the Future?

  • Mintel’s diversity market research Germany shows that personalisation offers significant opportunities for brands to improve inclusion in various areas, e.g. in the realm of adaptive fashion. Beyond that, customised working conditions that are tailored to individual needs offer a powerful tool for enhancing DEI in the workplace.

To learn how to connect with your audience, purchase our Germany Diversity, Equity & Inclusion Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Brands Discussed in this Report

Aldi, Auridis Stiftung, IKEA, Gillette, Peloton, L’Oréal, Allianz SE, myAbility, Deutsche Bank, Bosch, Douglas, Otto Group, SAP, Penny, Sky, Google, Zara, C&A, Zalando, H&M, Guhl, PayPal, Barilla, Reisen für Alle, Ulla Popken, Dove, Mastercard, Uber, Seven.One Entertainment Group, and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Markets and Diversity in Germany

This report, written by Dr. Jennifer Hendricks, Senior Analyst, delivers in-depth commentary and analysis to highlight diversity, equity and inclusion in the German market and add expert context to the numbers.

Germans expect authenticity in brands’ DEI commitment. Brands that embrace the power of personalisation and provide genuine support will be successful in resonating with consumers.

Dr. Jennifer Hendricks, Senior Analyst
Dr. Jennifer Hendricks
Senior Analyst – Consumer Lifestyles, Germany

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: job vacancies, Q1 2020-Q1 2023
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-24
    • Impact of the economy on a diverse, equitable and inclusive German society
    • Graph 3: financial situation over the next year or so, by net monthly household income, 2023
    • Population dynamics
    • Graph 4: population structure by age, 2020-30
    • Graph 5: population with a migrant background, 2017-22
    • Labour market and working life
    • Legislative changes regarding gender identity and sexual orientation
  3. WHAT CONSUMERS WANT AND WHY

    • Representation of DEI-related population groups
    • Graph 6: overlooked or underrepresented population groups in selected areas, 2023
    • Graph 7: overlooked or underrepresented population groups (NET), 2023
    • Graph 8: respondents who think that women are overlooked or underrepresented in the workplace, by gender and age, 2023
    • Effectiveness and benefits of DEI initiatives in the workplace
    • Graph 9: workers who think that the consideration of DEI in hiring practices is most effective to achieve DEI in the workplace, by agreement that everyone has fair access to opportunities in life, 2023
    • Graph 10: workers who think that a DEI-supportive work culture is most effective to achieve DEI, by population groups believed to be overlooked or underrepresented in the workplace, 2023
    • Graph 11: perceived benefits of DEI initiatives in the workplace, 2023
    • Responsibilities of brands regarding DEI
    • Graph 12: most important responsibilities for brands regarding DEI, 2023
    • Attitudes towards DEI
    • Graph 13: attitudes towards DEI and DEI-related initiatives, 2023
    • Graph 14: consumers who think that brands should do more to raise awareness of social issues, by population groups believed to be overlooked or underrepresented (NET), 2023
  4. LAUNCH ACTIVITY AND INNOVATION

  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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