Brand appears in third place in the general ranking, behind only Google and Amazon.
The Brand Inclusion Index (BII) 2024 research by Kantar revealed that the Nike is the most inclusive sports brand in the world, ranking third overall, behind only Google e Amazon. The survey, which included the participation of 23,000 people from 18 countries, assessed how consumers perceive Diversity, Equity and Inclusion (DEI) in brands, taking into account their impressions, feelings and thoughts about these companies.
Kantar highlighted the importance of brands’ stance on inclusion, a topic of great relevance in recent years. In the sports sector, adidas was the second best placed, appearing in eighth position overall, followed by Disney (9th) e Apple (10th). In addition to Nike, other brands in the TOP 10 include Dove (4ª), McDonald’s (5ª), Netflix (6th) e Coca Cola (7ª).
In Brazil, 88% of respondents say it is important for companies to actively promote diversity, compared to 75% globally. The survey in the country interviewed 1,012 people from four groups: women, black and brown people, people with disabilities (PWDs) and the LGBTQIA+ community.
“Our analysis shows that the most inclusive brands have three things in common: a well-thought-out and committed long-term DEI strategy, good creative execution, and courage,” said Rafael Farias Teixeira, Marketing Executive at Kantar Insights Brazil.
*With information from MKT Esportivo
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