2025
9
US Diversity, Equity, Inclusion and Belonging Consumer Report 2025
2025-10-31T16:05:27+00:00
REPBA89F016_0E62_413D_8BCC_78C902A03598
3695
188177
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Report
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Between sweeping anti-DEI executive orders and the viral influence of conservative social media activists, the US has seen a surge of anti-DEI backlash since 2024. However, this wave of anti-DEI…
US
All Industries
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US Diversity, Equity, Inclusion and Belonging Consumer Report 2025

"The surge of anti-DEI backlash since 2024 is taking place against the backdrop of an increasingly diversifying America, creating tension between demographic reality and political ideology."

Lisa Dubina, Associate Director - Culture & Identity

Lisa Dubina, Associate Director - Culture & Identity

Market Intelligence ReportsAll IndustriesUS

US DEI Trends and Insights

  • Since 2024, the US has experienced a surge in anti-DEI (Diversity, Equity, and Inclusion) backlash, driven by sweeping executive orders and the viral influence of conservative social media activists. This movement contrasts sharply with the reality of an increasingly diverse American population, highlighting a growing tension between demographic trends and political ideology.
  • Historically underrepresented and underserved groups, including people of color, LGBTQ+ individuals, and people with disabilities, are growing in both size and influence. As these populations expand, so do their expectations for authentic inclusion and representation in all aspects of society.
  • Consumer support for diversity, inclusion, and belonging (DEIB) efforts has risen significantly, increasing from 42% to 56% in just one year. This demonstrates a growing demand for meaningful DEIB initiatives despite political and legal pressures.
  • Brands that have remained committed to their DEIB efforts, even in the face of challenges, have seen measurable gains in reputation and growth. This underscores the value of steadfast dedication to inclusion as a business strategy.
  • To thrive in the evolving DEIB landscape, companies must go beyond surface-level representation or performative gestures. Authentic inclusion across the workplace, marketing, and product design – tailored to diverse needs and lived experiences – will enable brands to connect with consumers and achieve sustainable, long-term growth.

Key Topics Analyzed in the Report

  • An overview of the recent surge in anti-DEI politics and activism
  • The current landscape of diversity and inclusion across corporate America
  • The diversifying US population and its impact on the future of inclusion and diverse representation
  • A trended look at consumers’ support of and attitudes towards inclusion and belonging efforts
  • Employees experiences and outlook on DEIB efforts in the workplace over the past year
  • Consumers’ recollection and perceptions of DEIB in brand marketing over the past year
  • Outlook on underrepresented populations across categories
Collapse All

  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for diversity, equity, inclusion and belonging
    • Opportunities
    • Strengthen and safeguard workplace DEIB programs
    • Build inclusive credibility, not just visibility
    • Address accessibility gaps by investing in universal design innovation

  2. THE MARKET

    • Consumers and the economic outlook
    • Graph 1: consumer sentiment index, 2022-25
    • A surge of anti-DEI activism
    • Shifts in diversity and inclusion practices occur across corporate America
    • Yet, many companies remained steadfast in their inclusion initiatives – and saw the benefit
    • Multicultural America: by the numbers
    • Multiculturalism and personal identity is evolving as the country continues to diversify
    • Looking to the future, the steady increase in racial and ethnic diversity is expected to continue
    • Graph 2: population by Hispanic origin – % of total, 2020-30
    • Graph 3: population by race – % of total, 2020-30
    • With each generation, the US population becomes more diverse
    • Graph 4: distribution of US generations, by Hispanic origin, 2023
    • Graph 5: distribution of US generations, by race, 2023
    • Today nearly one in 10 people living in the US are LGBTQ+
    • Graph 6: percentage of LGBTQ+ adults in the US, 2012-24
    • Graph 7: percentage of LGBTQ+ adults in the US, by generation, 2022 and 2024
    • The LGBTQ+ population is diverse and intersectional
    • Graph 8: LGBTQ+ identity among LGBTQ+ adults, 2024
    • Consumers with disabilities are a sizeable population that continues to be underserved and underrepresented

  3. THE CONSUMER

    • Diversity, equity, inclusion and belonging: the basics
    • Support of diversity and inclusion efforts has increased over the last year
    • Graph 9: overall outlook on diversity, equity and inclusion across channels, 2024 vs 2025
    • Historically marginalized and underrepresented populations continue to be key supporters of diversity, equity, inclusion and belonging efforts
    • Graph 10: supporters of DEIB efforts, across select demos, 2025
    • Younger and liberal-leaning consumers are more likely to be supporters of DEIB efforts
    • Graph 11: supporters of DEIB across efforts, by generation, 2025
    • Graph 12: supporters of DEIB efforts, by political affiliation, 2025
    • Gen Z and Millennial Conservatives are more likely to support diversity and inclusion efforts than their older counterparts
    • Graph 13: supporters of DEIB efforts, by political affiliation and generation, 2025
    • More than half of consumers are concerned about the continued political pushback against inclusion and belonging practices
    • In their own words: concerns about “anti-DEI” political sentiment
    • Experiences with DEIB in the workplace
    • Although the majority of employees have observed some type of inclusive workplace efforts, the types of efforts are varied and inconsistent
    • Graph 14: inclusive offerings seen in the past year at current workplace, 2025
    • Supporters of inclusion and belonging are more likely to have noticed workplace initiatives in the past year
    • Graph 15: repertoire – inclusive offerings seen in the past year at current workplace, by DEIB Supporters, 2025
    • Black, Hispanic and consumers with disabilities are likely to have observed inclusive offerings from their employer in the past year, but gaps still remain
    • Graph 16: inclusive offerings seen in the past year at current workplace – by select demos, 2025
    • There are also opportunities to improve workplace accessibility for employees with different ranges of abilities
    • Graph 17: inclusive offerings seen in the past year at current workplace – among consumers with disabilities, 2025
    • L’Oréal works to empower its employees to #BreaktheSilence on disability
    • The benefits of investing in workplace belonging initiatives extends beyond employee retention and workplace efficiencies
    • Graph 18: agreement – attitudes towards inclusion and belonging efforts in the workplace, 2025
    • Outlook on inclusion and belonging initiatives in the workplace
    • As the population grows more diverse, calls for inclusion and diversity practice will only grow
    • Graph 19: any agree – attitudes towards inclusion and belonging efforts in the workplace, by select demos, 2025
    • Hey Famm offers a safe space for LGBTQ+ professionals and business owners to network
    • Outlook on DEIB in the workplace
    • Workplace inclusion efforts observed in the past year were more likely to be seen as authentic and genuine
    • Graph 20: outlook on observed workplace inclusivity and belonging efforts – perceived authenticity, 2024 vs 2025
    • Graph 21: outlook on observed workplace inclusivity and belonging efforts – frequency, 2024 vs 2025
    • Yet, there remains room for improvement
    • Graph 22: outlook on observed workplace inclusivity and belonging efforts – perceived authenticity, by select demos, 2025
    • Although perceived impact of workplace efforts remained fairly stable, employees were more likely to feel personally effected compared to 2024
    • Graph 23: outlook on observed workplace inclusivity and belonging efforts – perceived impact, 2024 vs 2025
    • Graph 24: outlook on observed workplace inclusivity and belonging efforts – personal impact, 2024 vs 2025
    • It’s critical that companies and employers ask for feedback and learn for any potential missteps
    • Graph 25: outlook on observed workplace inclusivity and belonging efforts- perceived impact, by select demos, 2025
    • e.l.f. Beauty continues to champion inclusivity by aiming to “Change the Board Game”
    • Experiences with DEIB in marketing
    • It’s human nature to want to be seen and represented
    • Graph 26: attitudes towards inclusive marketing efforts, 2025
    • Outlook on inclusive marketing from brands
    • With each new generation, consumers become more likely to embrace inclusion efforts from brands and companies
    • Graph 27: any agreement – attitudes towards inclusive marketing efforts, by generation, 2025
    • Diverse representation in advertising is the most common type of marketing effort consumers have observed among inconsistent inclusion practices
    • Graph 28: inclusive offerings seen in the past year from brands and companies, 2025
    • A plurality of consumers have observed multiple inclusion efforts in marketing this past year
    • Graph 29: repertoire – inclusive offerings from brands and companies seen in the past year, by DEIB supporters, 2025
    • Brands need to look beyond diverse representation in advertising and expand inclusion efforts to better serve diverse consumer needs
    • Graph 30: inclusive offerings seen in the past year from brands and companies, by select demos, 2025
    • Qatar Airways ensure comfort, ease and support for passengers fasting for Ramadan while traveling
    • Across abilities, representation and accessibility for consumers with disabilities is inconsistent and still falling short
    • Graph 31: inclusive offerings seen in the past year from brands and companies, by consumers with disabilities, 2025
    • Authentic representation on display at Primark
    • Outlook on DEIB in marketing
    • In general, consumers feel that the inclusive marketing efforts they saw over the past year were genuine
    • Graph 32: outlook on inclusion and belonging efforts from brands and companies – frequency, among DEIB supporters, 2025
    • Graph 33: outlook on inclusion and belonging efforts from brands and companies – perceived authenticity, among DEIB supporters, 2025
    • LGBTQ+ and consumers with disabilities are slightly more likely to be skeptical of brands’ inclusion and belonging efforts
    • Graph 34: outlook on inclusion and belonging efforts from brands and companies – perceived authenticity, by select demos, 2025
    • Half of consumers feel that the inclusive marketing and belonging efforts they saw over the past year influenced their brand choice when shopping
    • Graph 35: outlook on inclusion and belonging efforts from brands and companies – perceived impact, among DEIB supporters, 2025
    • Graph 36: outlook on inclusion and belonging efforts from brands and companies – influence, among DEIB supporters, 2025
    • Inclusive representation efforts are particularly influential among younger generations
    • Graph 37: outlook on inclusion and belonging efforts from brands and companies – influence, by generation, 2025
    • Ford features Escaramuza riders to demonstrate how the auto brand plays a role in keeping cultural heritage alive
    • Perceptions of underrepresented populations
    • Consumers view the underrepresentation of vulnerable populations to be widespread
    • Graph 38: population perceived to be underrepresented – NET, 2025
    • Indigenous people, immigrants/migrants, and senior citizens also rise to the top of underrepresented populations in certain categories
    • Graph 39: populations perceived to be unrepresented, 2025
    • With Ebglyss, Eli Lilly tapped into patients’ real-life and diverse experiences to help patients who may currently feel underserved feel seen
    • Despite great strides in the past year, there’s still more work to be done
    • Graph 40: agreement – “Many brand attempts at diverse cultural representation feels performative,” by DEIB supporters, 2025
    • Graph 41: agreement – “Many brand attempts at diverse cultural representation feels stereotypical,” by DEIB supporters, 2025
    • Inclusion and diversity efforts cannot be one-size fits all
    • Graph 42: any agreement – attitudes towards brands attempts at inclusive representation, by select demos, 2025

  4. INNOVATION AND MARKETING STRATEGIES

    • Heineken leverages NaviLens technology to offer inclusive and accessible packaging
    • The Doux and Black Girls Code seek to challenge AI’s understanding of Black beauty
    • Whirlpool launches Spin&Load Rack to make dishwashing more accessible
    • The NFL continues to celebrate Latino heritage and contributions both on and off the field with it’s campaign “Por La Cultura”

  5. APPENDIX

    • Market definition
    • Consumer research questions
    • Consumer research methodology
    • Consumer qualitative research methodology
    • Repertoire analysis methodology
    • Generations
    • Abbreviations and terms

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