Our Diversity in Germany market research shows that Germany is becoming more diverse. Brands can celebrate diversity in all its forms through efforts such as culturally diverse food and gender-neutral clothing.
The majority of Germans agree that Germany is culturally diverse. However, as German society continues to evolve, there is room to become more inclusive and to grow DEI in Germany.
Germany is culturally diverse — German consumers agree on that. However, as Germany develops from a cultural and sexual liberalisation standpoint, there is room for society to become more inclusive, particularly for those in low-income groups.
The workplace is an environment in which DEI efforts must be strengthened, particularly at a time when DEI initiatives are under threat. Therefore, the efforts for equal rights in the workplace must be intensified. For example, through progressive policies such as fully paid gender-neutral parental leave opportunities to ease the childcare burden for women, removing a speed bump to career progression.
Moreover, brands are well-advised to adapt and cater to the country’s changing cultural demographics: products that appeal to the growing consumer group with a migrant background can foster inclusion. Affordability has also become imperative, creating opportunities for brands to develop strong brand loyalty if they are seen to be making a concerted effort to make products affordable for all.
This report is written by Dr. Jennifer Hendricks, Principal Analyst. Jennifer explores consumer and market trends on diverse topics like sustainability and lifestyles of various consumer demographics. During her PhD, she acquired extensive experience in qualitative and quantitative research. Prior to joining Mintel, she worked as a postdoctoral researcher specialising in service management and retailing.
Our Diversity in Germany market research shows that Germany is becoming more diverse. Brands can celebrate diversity in all its forms through efforts such as culturally diverse food and gender-neutral clothing.
Dr. Jennifer Hendricks
Principal Analyst — Consumer Lifestyles, Germany
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