US Diversity, Equity and Inclusion Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Market overview
  • Figure 1: Population distribution, by age and race/Hispanic origin, 2022
  • Figure 2: Expectation for DEI and authentic representation, by race and Hispanic origin, by identify as person with a disability, by LGBTQ+ identity, 2022
• Opportunities and challenges
• Workplace DEI initiatives have made a positive impression, but many still question the long-term impact and permanence of these programs
  • Figure 3: Exposure to workplace DEI, 2022
• • Figure 4: Outlook on workplace DEI – Among employees who’ve experienced DEI initiatives, 2022
• • Figure 5: Attitudes toward workplace DEI, 2022
• Diverse representation in media have improved, but still has a long way to go
  • Figure 6: Authentic media representation, 2022
• • Figure 7: Outlook on media representation, 2022
  • Figure 8: Critiques of diverse media representation, by ethnicity and Hispanic origin, by identify as person with a disability, by LGBTQ+ identity, 2022
• Consumers are looking to brands to improve their DEI representation both internally and externally
  • Figure 9: Importance of brand DEI, by generation, 2022
• • Figure 10: Outlook on brand representation, by ethnicity and Hispanic origin, by identify as person with a disability, by LGBTQ+ identity, 2022
  • Figure 11: Outlook on brand accessibility and inclusion, by identify as person with a disability, 2022

Target Audience – Diversity in America Today

• America becomes more diverse with each generation
  • Figure 12: Population distribution, by age and race/Hispanic origin, 2022
• Race and ethnicity is not the only aspect of the population that is diversifying
• The importance for diversity, inclusion and equity across society

Market Factors – The DEI Market

• The rise of DEI initiatives and pledges
• The calls for accountability and effective results

The Consumer – Fast Facts

DEI at Work – Exposure to DEI Initiatives

• Nearly six in 10 employed Americans have experienced DEI initiatives at their workplace
  • Figure 13: Exposure to workplace DEI, 2022
• Full-time, corporate employees are more likely to have experienced DEI initiatives at their workplace than part-time workers
  • Figure 14: Exposure to workplace DEI, by employment type, by household income, by generation, 2022
• LGBTQ+ workers and those with a disability have observed DEI initiatives, but female workers have not
  • Figure 15: Exposure to workplace DEI, by gender, by LGBTQ+ identity, by identify as person with a disability, 2022

DEI at Work – Experiences and Perceived Efficacy

• The majority of employees who’ve experienced DEI efforts feel they have been impactful, yet many feel their employer’s commitment has faded
  • Figure 16: Outlook on workplace DEI – Among employees who’ve experienced DEI initiatives, 2022
• • Figure 17: Outlook on workplace DEI – Among employees who’ve experienced DEI initiatives, by gender, by LGBTQ+ identity, by identify as person with a disability, 2022
• Many employees are still unsure about the long-term impact and longevity of workplace DEI initiatives
  • Figure 18: Attitudes toward workplace DEI, 2022
• Those who’ve experienced DEI initiatives are more likely to question how fair and impactful DEI efforts are
  • Figure 19: Attitudes toward workplace DEI, by experience with DEI initiatives, 2022
• Those who’ve experienced workplace DEI initiatives are more likely to prioritize DEI efforts in future employers
  • Figure 20: Importance of DEI efforts in future employment, by exposure to workplace DEI, 2022
• Younger consumers and those who identify with a minority population are more likely to prioritize DEI efforts of future employers
  • Figure 21: Importance of DEI efforts in future employment – Among employees who’ve experienced DEI initiatives, by gender, by LGBTQ+ identity, by identify as person with a disability, 2022
  • Figure 22: Importance of DEI efforts in future employment – Among employees who’ve experienced DEI initiatives, by generation, 2022

DEI at Work – Perceived Gaps in Inclusion and Representation

• Nearly three in 10 people feel that senior citizens, people with disabilities and women are overlooked in workplace DEI efforts
  • Figure 23: Overlooked populations in DEI, 2022
• Brand spotlight: senior insurance company, Saga, institutes grandparent-leave for its employees
  • Figure 24: Overlooked populations in DEI, by gender, by LGBTQ+ identity, by identify as person with a disability, 2022
• As expected, populations perceived to be overlooked by DEI vary by race and ethnicity
  • Figure 25: Overlooked populations in DEI, by ethnicity and Hispanic origin, 2022
• Over half of all employed Americans feel seen, heard and represented at work – yet gender and ethnicity heavily impact this
  • Figure 26: Positive work experiences, 2022
• • Figure 27: Positive work experiences, by gender, by race and Hispanic origin, 2022
• Historically marginalized populations are more likely to have felt out of place or pressure to fit in at work
  • Figure 28: Negative work experiences, 2022
• • Figure 29: Negative work experiences, by identify as person with a disability, by LGBTQ+ identity, 2022

DEI in Media – Experiences of Representation and Inclusion

• Two thirds of consumers felt personally and authentically represented in media over the past year
  • Figure 30: Authentic media representation, 2022
• As consumers get older they’re less likely to feel included and represented in media
  • Figure 31: Authentic media representation, by age, 2022
• Consumers are most likely to have felt represented in movies, followed by streaming original series
  • Figure 32: Source of media representation, 2022
• Brand spotlight: Disney’s Encanto captures the nuance of Colombian culture
  • Figure 33: This is why representation matters, January 2022
• Women are more likely to feel represented in streaming shows and books, while men are more likely to feel represented in video games
  • Figure 34: Source of media representation, by gender, 2022
• LGBTQ+ consumers and people who identify as disabled are more likely to report feeling represented compared to the total population
  • Figure 35: Source of media representation, by LGBTQ+ identity and by identify as person with a disability, 2022
• • Figure 36: Diversity behind the scenes of the 2022 Grammy’s, April 2022
• Asian consumers are least likely to feel represented across nearly all media channels
  • Figure 37: Source of media representation, by ethnicity and Hispanic origin, 2022
• People with disabilities and senior citizens are among the top populations perceived as overlooked in media
  • Figure 38: Overlooked populations in media, by LGBTQ+ identity, by identify with a disability, 2022

DEI in the Media – Perceived Gaps in Representation and Inclusion

• Diverse representation in media has improved, but still has a long way to go
  • Figure 39: Outlook on media representation, 2022
• • Figure 40: Outlook on media representation, by LGBTQ+ identify, by identify as person with a disability, 2022
• It’s important that media companies leverage real voices and experiences when writing and portraying diverse characters
  • Figure 41: Critiques of diverse media representation, 2022
• • Figure 42: Critiques of diverse media representation, by ethnicity and Hispanic origin, by identify as person with a disability, by LGBTQ+ identity, 2022
• Media spotlight: comparing South Asian representation in And just like that… versus Bridgerton
  • Figure 43: Investigating And Just Like That’s Diwali episode, January 2022
  • Figure 44: Moments of cultural representation in Bridgerton, April 2022

DEI and Brands – Internal DEI and Authentic Representation

• Younger generations prioritize brands’ internal DEI initiatives
  • Figure 45: Importance of brand DEI, by generation, 2022
• Minority populations are also more attentive to brand DEI efforts
  • Figure 46: Importance of brand DEI, by ethnicity and Hispanic origin, by identify as person with a disability, by LGBTQ+ identity, 2022
• Although consumers feel represented in marketing, it’s often not wholly authentic or relatable
  • Figure 47: Representation in advertising, by generation, 2022
  • Figure 48: Source of media representation, 2022
• Millennial consumers are the most likely to have felt represented by advertising in the past year
  • Figure 49: Representation in advertising, by generation, 2022
• Brand spotlight: Laura Geller Beauty embracing and celebrating age
  • Figure 50: Laura Geller Beauty invites women to “get older together”
• Women and Asian consumers are less likely to feel represented in advertising
  • Figure 51: Representation in advertising, by gender, by ethnicity and Hispanic origin, 2022

DEI and Brands – Consumer Expectations and Response

• Over a third of consumers will forgo brands that perpetuate stereotypes
• • Figure 52: Outlook on brand representation, by generation, 2022
• Black and LGBTQ+ consumers and those who identify with a disability are more likely to denounce stereotypical representation from brands
  • Figure 53: Outlook on brand representation, by ethnicity and Hispanic origin, by identify as person with a disability, by LGBTQ+ identity, 2022
• About six in 10 people agree brands need to better serve consumers with disabilities
  • Figure 54: Outlook on brand accessibility and inclusion, by identify as person with a disability, 2022
• • Figure 55: Model Ellie Goldstein featured in Gucci Beauty campaign, June 2020
• Brand spotlight: Nike continues to invest in accessible FlyEase technology

Market Strategies and Future Opportunities

• The intersection of Identity and other Mintel Trend Drivers
• L’Oréal Paris’ “Lessons of Worth” demonstrates the intersection of Identity and Rights
  • Figure 56: The intersection of Identity and Rights
  • Figure 57: L’Oréal Paris’ “Lessons of Worth,” March 2022
• Open Source Afro Hair Library bringing Identity to Technology
  • Figure 58: The intersection of Identity and Technology
  • Figure 59: Open Source Afro Hair Library is revolutionizing depictions of Black hair in video games, June 2021
• Peloton appealing to consumers’ Identity and Wellbeing with adaptive training
  • Figure 60: The intersection of Identity and Wellbeing
  • Figure 61: Peloton introduces adaptive training consultant, Logan Aldridge, December 2021
• Changi Airport supports the Identity and Experience of travelers with invisible disabilities
  • Figure 62: The intersection of Identity and Experience

Appendix – Data Sources and Abbreviations

• Data sources
• Consumer survey data
• Consumer qualitative research
• Abbreviations and terms
• Abbreviations
• Terms