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.
This report looks at the following areas:
- An overview of the rise of DEI initiatives and the recent conservative backlash against these efforts
- Consumers’ understanding of and attitudes toward the concept of diversity, equity and inclusion
- Employees’ experiences with workplace diversity, equity and inclusion programs, and the perceived impact of these efforts
- Consumers’ exposure to and outlook on diverse and inclusive entertainment media and its perceived impact
- Consumer attitudes toward brands’ internal and external commitments to diversity, equity and inclusion
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
Market Definitions
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.”
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want and why
- Opportunities
- As the concept of DEI continues to evolve, companies and brands can…
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MARKET DYNAMICS
- Market context
- A resilient US economy remains driven by consumer spend, stable unemployment and cooling inflation
- Market drivers
- The DEI pendulum: from championing DEI to boycotting DEI
- Economic pressures, conservative pushback and Supreme Court rulings
- Recent headlines fail to capture the full story when it comes to corporate DEI commitments
- Most companies are assessing and repositioning DEI programming – not abandoning it
- What a second Trump presidency will mean for DEI
- A diversifying America: by the numbers
- A nation that is becoming increasingly diverse
- Racial and ethnic diversity expected to increase over time
- Graph 1: percent of US population, by race, 2018-28
- Graph 2: percent of US population, by Hispanic origin, 2018-28
- The LGBTQ+ population has also steadily increased over the past decade and is likely to continue
- Graph 3: percentage of LGBTQ+ adults in the US, 2012-23
- Not a monolith: LGBTQ+ consumers are diverse across sexual orientation and gender identity
- Graph 4: gender identity and sexual orientation, among LGBTQ+ population, 2023
- Disability rates are also increasing, particularly for autism and other forms of neurodiversity
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (cont.)
- Attitudes toward diversity, equity and inclusion
- The majority of consumers view diversity, equity and inclusion efforts across work, media and branding to be a good thing
- Graph 5: overall outlook on diversity, equity and inclusion across channels, 2024
- DEI Supporters skew young, multicultural, urban-dwelling and Democrat-leaning
- Non-Supporters overindex as older, White men with a higher household income and Conservative Republican beliefs
- In their own words: what does the phrase “diversity, equity and inclusion initiatives” bring to mind?
- Within racial and ethnic consumer groups, consumers’ age heavily influences their outlook on DEI
- Consumers view people with a disability and those with mental health conditions as the most marginalized and underrepresented populations
- Graph 6: most underrepresented and socially marginalized populations, 2024
- Consumers’ views of underserved populations offers companies and brands direction for their own internal and external belonging efforts
- LEGO partners with Hidden Disabilities Sunflower to help represent and support people with non-visible disabilities
- Centering brand inclusion and equity efforts on senior citizens is likely to be more acceptable to non-supporters of DEI
- Graph 7: most underrepresented and socially marginalized populations, by DEI support, 2024
- Supporting senior citizens and/or veterans offers opportunities for crossover inclusion of people with disabilities or mental health conditions
- Investing in products and experiences that are accessibly inclusive better serves the growing share of people with disabilities
- Experiences with diversity, equity and inclusion in the workplace
- Two thirds of employed consumers have noticed some sort of diversity, equity and inclusion initiatives at work
- Graph 8: workplace DEI exposure and experiences, 2024
- Black, LGBTQ+, nonbinary and people with disabilities are most likely to have noticed workplace DEI offerings
- Graph 9: workplace DEI exposure and experiences – any exposure, by select demographics, 2024
- Exposure to workplace DEI efforts increases employees’ support of diversity, equity and inclusion initiatives
- Graph 10: any agree – “diversity, equity and inclusion initiatives in the workplace are a good thing,” by personal workplace DEI exposure, 2024
- Workplace DEI efforts have increased or stayed the same, but a notable share feel efforts were performative
- Graph 11: perceived authenticity of workplace DEI efforts, 2024
- Graph 12: perceived changed in employer’s DEI commitments, 2024
- Despite needing some improvements or updates, more than half of employees feel the workplace DEI efforts they’ve seen have had a positive impact
- Graph 13: perceived personal impact of workplace DEI efforts, 2024
- Graph 14: perceived impact of employer’s DEI commitments, 2024
- Although employees with disabilities are more likely to have been impact by DEI efforts, they’re also most likely to question its authenticity
- Graph 15: perceived authenticity of employer’s DEI commitments, by select demographics, 2024
- Graph 16: perceived personal impact of workplace DEI efforts, by select demographics, 2024
- Half of all consumers see the benefits of workplace DEI initiatives and seek these programs when job searching
- King Games supports female and nonbinary employees through ERGs and mentorship programs
- Attitudes toward diversity, equity and inclusion in the workplace
- Employees’ workplace experiences demonstrate the continued need for inclusion and belonging initiatives
- Graph 17: workplace experiences and need for DEI, 2024
- The groups that are most likely to have noticed DEI efforts in the workplace are the most likely have felt “othered” at work
- Graph 18: workplace experiences and need for DEI – any agreement, by select demographics, 2024
- Half of all consumers see the benefits of workplace DEI initiatives and would seek out these programs when job searching
- Graph 19: attitudes toward workplace DEI initiatives, 2024
- Outlook on the need for and benefits of workplace DEI varies across demographic groups
- Graph 20: any agreement – attitudes toward workplace DEI initiatives, by employment and workplace DEI experiences, 2024
- Experience with workplace DEI programs increases consumers’ positive outlook on these initiatives
- Graph 21: any agreement – attitudes toward workplace DEI initiatives, by employment and workplace DEI experiences, 2024
- LGBTQ+ and consumers with a disability are the most concerned about the recent pushback against workplace DEI
- Graph 22: agreement with “I’m worried about how the recent political pushback against diversity, equity and inclusion programs will affect employers’ commitment to those efforts,” by select demographics, 2024
- Bank of America provides employment support and opportunities for veterans
- Drawbacks of workplace diversity, equity and inclusion programs
- Despite certain positive benefits, there are also drawbacks to workplace DEI programs
- Graph 23: drawbacks to workplace DEI programs, 2024
- DEI Supporters are some of the most likely to feel improvements are needed in workplace diversity and inclusion efforts
- Graph 24: any agreement – drawbacks to workplace DEI programs, by employment and workplace DEI experiences and support, 2024
- Consumers with a disability and those who have a loved one with a disability are more likely to question the current impact of DEI
- Graph 25: any agreement – drawbacks to workplace DEI programs, by employment and workplace DEI experiences and support, 2024
- Many companies’ adjusted focus on workplace belonging may better serve a wider breadth of employees
- Graph 26: any agreement – drawbacks to workplace DEI programs, by employment and workplace DEI experiences and support, 2024
- Diversity, equity and inclusion in media
- The majority of consumers support diverse and inclusive media entertainment
- Graph 27: agreement with “Efforts to create more diverse, equitable and inclusive entertainment media is a good thing,” 2024
- Young and multicultural consumers are eager for diverse media
- Graph 28: any agreement with “Efforts to create more diverse, equitable and inclusive entertainment media is a good thing,” by generation, 2024
- Graph 29: any agreement with “Efforts to create more diverse, equitable and inclusive entertainment media is a good thing,” by select demos, 2024
- Diverse and inclusive entertainment media has made positive strides, but there’s still room for improvement
- Graph 30: outlook on media entertainment – “The majority of entertainment media today…” 2024
- Consumers from traditionally underrepresented groups are most likely to support efforts
- Graph 31: outlook on media entertainment – “The majority of entertainment media today…” by select demos, 2024
- Positive strides of disability representation and inclusion in entertainment
- Fewer than half of consumers felt authentically represented in media over the past year
- Graph 32: experiences with inclusive media, 2024
- Black and LGBTQ+ consumers are eager for more entertainment media that makes them feel represented and empowered
- Graph 33: experiences with inclusive media, by select demographics, 2024
- Representing diverse body types and sizes is just as important as representing diverse cultures and identities
- Graph 34: impact and white space for inclusive media, 2024
- Hits and misses for positive body inclusion and representation in entertainment media
- Over 60% of most traditionally underrepresented groups feel diverse representation has the power to improve society and change views
- Graph 35: impact and white space for inclusive media, by select demographics, 2024
- Brands and diversity, equity and inclusion
- Despite viewing brand diversity and inclusion as a good thing, relatively few have felt authentically represented by a brand in the past year
- Graph 36: outlook on brand DEI efforts, 2024
- Hispanic and LGBTQ+ consumers are less likely to have felt represented in brand advertising over the past year
- Graph 37: any agreement – outlook on brand DEI efforts, by select demographics, 2024
- Consumers remain fairly skeptical of brands’ DEI efforts
- Graph 38: drawbacks of brand DEI efforts, 2024
- LGBTQ+, transgender/nonbinary and consumers with disabilities are some of the most likely to question brand’s DEI efforts
- Graph 39: any agreement – drawbacks of brand DEI efforts, by select demographics, 2024
- Nike and other athletic footwear brands misstep when trying to represent amputee runners
- Half of consumers are interested in brands doing more to celebrate diverse voices and body types
- Graph 40: opportunities for brand DEI efforts, 2024
- Women and young consumers are most interested in brands’ inclusion of diverse body types and sizes in advertising
- Graph 41: any agreement – opportunities for brand DEI efforts, by gender and generation, 2024
- With the rising use of AI, Dove pledges a new brand code to never use AI to create or distort women’s images
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Anthropologie launches its Adaptive Fashion for All clothing line
- By providing skincare solutions for every stage of life, Heirloom Beauty is expanding the typical representation of age in the beauty category
- SheaMoisture celebrates and empowers the textured hair community with free pop-up brand experience
- Vaseline Pro Derma Transition Body Lotion helps address unique skincare issues for transgender women who are transitioning
- Lush nails cultural authenticity and celebration with its 2024 Diwali product line
- Marketing and advertising
- Pepsi uplifts Black-owned restaurants with its continued Dig In campaign
- Coinbase – the Money Transfer
- Citibank creates a financial education module to provide LGBTQ+ individuals with the fundamentals of personal finance
- The Home Depot’s Operation Surprise helps prevent homelessness among the ageing veteran population
- Tubi offers a humorous spin on diverse inclusivity to confirm its streaming is free for everyone
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms
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