Stay ahead of the curve and future-proof your business with Mintel’s US Diversity, Equity & Inclusion Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends, and consumer behaviours affecting your industry. Get a 360° view of diversity and inclusion in the US to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of diversity and inclusion in the US.
- Employed consumers’ experiences with and outlook on initiatives regarding diversity, equity and inclusion in the workplace.
- Attitudes and expectations on future diversity, equity and inclusion (DEI) initiatives from employers.
- Consumers outlook and attitudes towards representation and inclusion efforts in media.
- Attitudes and expectations on brands’ representation and inclusivity in marketing.
An Overview of Diversity in the US Workplace
Since the initial surge of interest in 2020, DEI initiatives have experienced ebbs and flows, with interest waning across the workforce, media and marketing as personal finances and other concerns take centre stage. Yet, employees and consumers still expect diverse representation and inclusion.
Overall, exposure to workplace DEI has increased as 66% of employed consumers have noticed some type of DEI initiative from their current employer.
Diversity and Inclusion in the US: What Consumers Want and Why
- Diversity in the US Workplace: Diverse representation and inclusion is no longer viewed as an additional strategy or program, but is turning into a deeply embedded holistic culture of the workplace, media and marketing to best reflect the multicultural majority.
- Diversity and Inclusion in the US: Desire for diversity is growing, with 61% of consumers agreeing that authentic and diverse representation in media has the power to improve society. As the US population continues to grow more diverse and multicultural, consumers are becoming more aware of the inequities that different groups face. In response, consumers will expect brands and companies to champion inclusion, and not overlook or underserve groups of people based on culture, lifestyle or abilities.
- Diversity, Equity and Inclusion in the US Report: As more Gen Zers enter the workforce and more Gen Alpha enter their formative years, the need for more authentic representation and inclusion to resonate with this increasingly diverse population continues to grow.
A Forecast for Diversity, Equity and Inclusion in the Workplace
- Employees need assurances in the longevity of diversity, equity and inclusion in the workplace as one third of people remain convinced that DEI is a fad that will eventually fade.
- Brands must move past performative representation with many consumers still perceiving DEI initiatives as performative and stereotypical. Although some improvements have been made since 2020, certain consumer groups continue to be overlooked and underserved by brands.
To learn how to connect with your audience, purchase our Diversity, Equity and Inclusion in the US Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Amazon, them, Hello Sunshine, Apple, YouTube, Instagram, Facebook, TikTok, Delta, Adobe, Twitter (X), WGN, and more.
Products: Movies, streaming only shows/movies, broadcast/cable TV, social media influencers, music industry, brand advertising/marketing, books, podcasts, video games, and more.
Additional Features Included with Your Purchase:
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Expert Insights on Diversity in the US Workplace
This report, written by Lisa Dubina, Senior Analyst, delivers in-depth commentary and analysis to highlight DEI initiatives in the US and add expert context to the numbers.
As attention to DEI initiatives declines, authentic diversity and inclusion need to be ingrained as industry-standards across the workforce, media and marketing.
Lisa Dubina
Senior Analyst – Culture & Identity
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- Key issues covered in this Report
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Executive Summary
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Market Factors
- Graph 1: distribution of US generations, by race, 2023
- Graph 2: distribution of US generations, by Hispanic origin, 2023
- Graph 3: percentage of LGBTQ+ adults in the US, 2023
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Consumer Insights
- Consumer fast facts
- DEI at work: employer initiatives
- Graph 4: DEI initiatives seen at current place of work, among employed respondents, 2023
- Graph 5: employee exposure to workplace ERGs, 2022-23
- Graph 6: workplace DEI exposure, by generation, 2023
- DEI at work: employee attitudes
- Graph 7: overview on workplace DEI experiences, 2023
- Graph 8: overview on workplace DEI experiences, by select demographics, 2023
- Graph 9: DEI initiatives seen at current place of work, among employed respondents, 2023
- Graph 10: agreement – “Diversity and inclusion in the workplace has improved since 2020,” among employed consumers, 2023
- Graph 11: agreement – “I feel DEI initiatives in the workplace are a good thing,” among employment consumers, 2023
- Graph 12: attitudes towards DEI initiatives in the workplace (any agreement), among select demographics, 2023
- DEI in the workplace: employee experiences
- Graph 13: workplace experiences and identity (any agreement), by select demographics, 2023
- Graph 14: future interest and concerns about workplace DEI initiatives (any agreement), among select demographics, 2023
- Graph 15: agreement – “brands and and companies’ current focus on DEI initiatives are a fad that will fade out,” among select demographics, 2023
- DEI in media: representation efforts
- Graph 16: outlook on diverse representation in media (any agree), among select demographics, 2023
- Graph 17: ranking of top three media channels that have been the most successful at authentic and diverse cultural representation, 2023
- Graph 18: top three media channels that have been the most successful at authentic and diverse cultural representation (any rank), by generation, 2023
- Graph 19: top three media channels that have been the most successful at authentic and diverse cultural representation (any rank), by select demographics, 2023
- DEI in media: consumer expectations
- Graph 20: agreement – interest and experiences with diverse media representation, 2023
- Graph 21: agreement – “I am more likely to enjoy media in which I personally see my identity represented,” by generation, 2023
- Graph 22: agreement – “I have felt personally and authentically represented by a character or a storyline in media I’ve consumed in the past year,” by generation, 2023
- Graph 23: attitudes towards diverse representation in media (any agreement), by select demographic, 2023
- Graph 24: agreement – “I can tell when characters or storylines in media are written by people who have not lived the represented experience,” by generation, 2023
- Graph 25: agreement – “many attempts at diverse representation in media are still stereotypical,” by generation, 2023
- Graph 26: attitudes towards diverse representation efforts (any agreement), by select demographics, 2023
- DEI in marketing: representation efforts
- Graph 27: agreement – “diverse representation and inclusion in brand advertising has improved since 2020,” by generation, 2023
- Graph 28: agreement – “I have felt personally and authentically represented by an advertisement from a brand in the past year,” by generation, 2023
- Graph 29: attitudes towards diverse representation in marketing (any agreement), by select demographic, 2023
- DEI in marketing: consumer attitudes and expectations
- Graph 30: critiques of brand attempts at diverse cultural representation, 2023
- Graph 31: critiques of brand attempts at diverse cultural representation (any agreement), by select demographics, 2023
- Graph 32: most overlooked populations in DEI initiatives across the workplace and media, 2023
- Graph 33: most overlooked populations in DEI initiatives across the workplace and media, by select demographics, 2023
- Graph 34: agreement – “it’s important that the brands I buy and use have a diverse and culturally representative staff working for them,” by generation, 2023
- Graph 35: agreement – “it’s important that the brands I buy and use have a diverse and culturally representative staff working for them,” by select demographics, 2023
- Graph 36: agreement – “brand partnerships with celebrities from various cultural/racial backgrounds is a genuine way for brands to improve diverse representation,” by select demographics, 2023
- Graph 37: agreement – “brand partnerships with celebrities from various cultural/racial backgrounds is a genuine way for brands to improve diverse representation,” by generation, 2023
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Competitive Strategies
- Launch activity and innovations
- Opportunities
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Appendix
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