Despite recent political backlash and commentary, most consumers support diversity, equity and inclusion efforts across the workplace, entertainment media or brand marketing. Young and multicultural adults who identify with a traditionally marginalized group are most likely to be supporters of these initiatives, while Non-Supporters are more likely to be older, White consumers. Though media reports make it sound like every company is abandoning DEI, in actuality, companies seem to be re-evaluating and repositioning their current initiatives. But it’s not simply a PR problem; even DEI supporters recognize that current diversity and inclusion programs have shortcomings and room for improvement.
Whether companies are doubling down on or repositioning their diversity and inclusion commitments, efforts need to be authentic and actionable, as consumers are exhausted and frustrated by perfunctory or profit-driven efforts. Today’s diversity initiatives should also be grounded in the goal of holistic inclusion and universal belonging in order to appeal to – and be more palatable for – a broader, mass audience.
Despite recent media headlines, the concept of DEI is not dead. Rather, it is shifting and evolving to better address today’s social, political and legal landscape.
Lisa Dubina, Associate Director, Culture & Identity
For the purposes of this Report, Mintel defined diversity, equity and inclusion initiatives as:
“Programs, policies and efforts that encourage the presence, representation and participation of people across different backgrounds and identities (eg race, age, sexual orientation, abilities) and to ensure fair treatment, access and opportunities for every individual.”
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more£ 5,000 – £ 21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more£ 3,695
Remixing and recontextualizing foreign cultural elements into the mainstream is one of many ways cultures evolve over time. The mass adoption of the internet and social media has...
Find out more£ 3,695
Hispanic shoppers prioritize price/deals when grocery shopping, and they are confident in their knowledge of which stores have the best prices. As budget pressures force tighter trade-offs, consumers...
Find out more£ 495
Vitamins & Minerals - US by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2025. This market covers single/dual, multi-vitamins and...
Find out more£ 3,695
As in 2024, 84% of consumers plan to take a vacation in the coming year. While a steady share may be interpreted as stagnant growth, this high intent...
Find out more£ 3,695
More women are focusing on staying ahead of their health by looking for products and services that fit easily into their routines. They want options that feel personal,...
Find out more
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
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.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
