Germany Diversity, Equity and Inclusion Report 2023

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 – Consumer Lifestyles, Germany