Germany Diversity, Equity and Inclusion Consumer Report 2025

Market Intelligence Reports All Industries Germany

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.

Equity, Inclusion & Diversity in Germany — Current Landscape

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.

DEI in Germany — Statistics

Diversity and Inclusion in the German Market: Awareness that women are overlooked in Germany has risen between 2023 and 2025. 15% of Germans think women are underrepresented in the media in 2025; a notable increase since 2023.
Consumer Attitudes Towards Diversity in Germany: While almost 60% of Gen Z agree that diversity in the media can bring about positive change in society, 45% of them also agree that DEI efforts in the media appear to have decreased.

Diversity in Germany Market Research — What’s Inside?

Key Topics Analysed in this Report

Population groups believed to be overlooked or underrepresented in various areas in Germany, including the central issue of the workplace.
Consumer Attitudes Towards Diversity in Germany: Where they feel overlooked or underrepresented whilst shopping.
Brand responsibilities regarding DEI in Germany (2025 vs 2023).
Areas the German government should prioritise to advance women’s equality.
Attitudes towards DEI in Germany, including consumer perception on cultural diversity and DEI efforts in the media.

Meet the Expert Behind the Analysis

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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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
OPPORTUNITIES
- Continue to drive affordability to foster an inclusive society
- Intensify efforts to make everyday living affordable for everyone
- Take inspiration from ALDI’s claim to ensure everyone can afford a good life
- F&D: promote a greater understanding of seasonality to highlight savings potential
- Take progressive steps to promote equality for women
- Ensure women are fairly represented in media to boost visibility
- Offer progressive childcare initiatives to boost workplace equality
- Henkel’s gender-neutral parental leave policy acts as an example
- Shift towards gender neutrality can aid eradication of ‘pink tax’
- Embrace diversity in all its forms
- Celebrate Germany’s cultural diversity to inspire inclusive food offerings
- Embrace individuality and challenge traditional gender norms
- Promote authentic representation of humans as the threat of AI homogenisation looms
- Dove highlights the risks of AI proliferating homogenised images
CONSUMER
- Representation of DEI-related population groups
- Being overlooked at the workplace remains the dominant area for concern
- Graph 1: overlooked or underrepresented population groups in selected areas, 2025
- Concerted efforts are needed to break workplace homogeneity
- People with low incomes and health issues remain in the limelight
- Graph 2: groups believed to be overlooked or underrepresented population groups (NET), 2023 vs 2025
- Low-income groups are overlooked in key areas like housing and education
- Increased awareness of women being overlooked in society may trigger action
- Growing perception that Germans with non-traditional sexual orientations and gender identities are being overlooked
- Where consumers feel overlooked when shopping
- Almost two thirds of Germans report no feelings of being overlooked for typical purchasing types
- Graph 3: areas where consumers feel overlooked/underrepresented for selected types of purchases, 2025
- Germans with a migrant background appear inordinately excluded
- Graph 4: areas where consumers feel overlooked/underrepresented for selected types of purchases, by parents’ citizenship at birth, 2025
- Gender-neutral clothing can boost inclusivity with enhanced fit and style
- Younger Germans are most likely to feel overlooked when buying food to match their dietary needs
- Food & drink offerings must reflect the changing demography of German society
- Provide personalisation options for those in healthy financial situations
- Graph 5: feelings of being overlooked/underrepresented when buying products in selected categories, by financial situation, 2025
- Brand responsibilities regarding DEI
- Affordability remains key
- Graph 6: most important responsibilities for brands regarding diversity, equity and inclusion (DEI), 2023 vs 2025
- Women’s perception of the importance of brands employing a diverse workforce falls
- Employing a diverse workforce is imperative for equality and growth
- Signpost adherence to DEI in media to gain trust of Gen Z
- Improve digital accessibility to foster inclusion
- Areas the German government should prioritise to advance women’s equality
- Women’s equality is grounded in the workplace
- Graph 7: areas the German government should prioritise the most to advance women’s equality, 2025
- Sweden’s success can serve as an example to further gender equality in Germany
- Protecting women from inappropriate behaviour should be a greater governmental focus
- Women aged 55+ are most likely to think the government should prioritise closing the gender pay gap
- Government and companies must both take responsibility to make a gender pay gap breakthrough
- Companies addressing gender pay gap concerns
- Millennials and Baby Boomers are most likely to agree that financial compensation should be given for care work
- Gender care gap must be addressed to make strides in workplace equality
- Attitudes towards DEI
- Majority of Germans support gender-equitable pricing…
- …calling for efforts to tackle the ‘pink tax’
- Majority regard Germany as culturally diverse
- Graph 8: attitudes towards DEI in Germany and cultural heritage, 2025
- Support campaigns that further awareness of cultural diversity’s strength
- Celebrate the cultural heritage of all Germans to reflect increasing cultural diversity
MARKET DRIVERS
- Impact of the economy on a diverse, equitable and inclusive German society
- Financial confidence lower amongst those with lower monthly household incomes
- Graph 9: financial confidence over the next year or so, by net monthly household income, 2025
- Gini Coefficient indicates a steady picture in terms of wealth inequality
- Population dynamics
- Immigration plays a huge role in the makeup of German society
- Many younger Germans have a migrant background
- Liberalised legislation intended to allow embracing sense of self under threat
- Gender equality in the workplace
- Gender pay gap narrows slightly, but work to be done
- Parental allowance changes may punish women with academic/higher vocational qualifications
- Corporate DEI commitment
- US overreach threatens the progress of some DEI programs at work
APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and generations
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- A note on language

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