Despite recent political backlash and commentary, most consumers support diversity, equity and inclusion efforts across the workplace, entertainment media or brand marketing.
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.”
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