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
Collapse All
-
EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Graph 1: job vacancies, Q1 2020-Q1 2023
- Opportunities
-
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
-
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
-
LAUNCH ACTIVITY AND INNOVATION
-
APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
