Almost half of Brazilian CMOs (48%) indicate that investments in diversity, equity and inclusion (DE&I) in their areas will remain at the same level, reflecting a trend of stagnation. Only 24% foresee an increase in contributions to promote DE&I, while 5% point to a reduction in resources. This data is part of the revelations of the study “DE&I and Business Leaders”, conducted by the research and big data institute Data-Makers in partnership with CDN. The research, which gathers insights from 100 CEOs and C-Levels of corporations from different sectors and sizes, explores how these practices impact the dynamics and business of Brazilian companies.
Turbocharged knowledge
Nearly a quarter of executives reported having advanced knowledge of DE&I, representing a 33% increase from the previous study. Despite this, the importance given to the topic remains stagnant, with 57% of leaders saying DE&I is extremely important to their business, a marginal increase from 55% last year. Overall, the gap between importance given to the topic and knowledge about it has narrowed by 11 percentage points.
Improvement in investments
Although still modest, there is a trend of improvement in DE&I investment levels. Three in ten executives believe that resources available for DE&I initiatives will increase in the next 12 months, a 2% increase compared to 2023. Twice as many respondents, 60%, expect investments to remain stable, compared to 51% last year.
Signs of topic saturation
Business leaders continue to believe that DE&I is undervalued, but this perception has been declining, with a 19% drop compared to 2023. In contrast, the belief that the topic is overvalued increased significantly, from 14% to 23%, suggesting possible saturation. In addition, more than a quarter of leaders now rate their companies’ DE&I initiatives positively, an increase of 37% compared to the previous year.
Contribution to society
“Contribution to society” remains the main incentive for adopting DE&I practices, mentioned by 64% of executives. “Attracting and retaining talent” rose from fifth to second place, cited by 57% of respondents. However, difficulties in hiring qualified professionals (45%) and lack of prioritization (34%) continue to be the main barriers.
Advancement in the decision structure
The research suggests a still timid change in the decision-making structure on DE&I in companies. CEOs continue to be the main decision-makers, with an increase from 35% to 39%. More sophisticated decision-making structures, such as interdisciplinary committees and areas dedicated to DE&I, have also grown, although they are still a minority.
“The study raises red flags regarding the evolution of DE&I in Brazil, as we see discreet growth in key indicators such as the declared importance of the topic, investment expectations and evolution of the decision-making structure. At the same time, there is evidence of saturation of the topic, which competes with other priority issues on the executives’ agenda,” points out Fabrício Fudissaku, CEO of Data-Makers.
CMOs’ View
The second study in the Data-Marketing Leaders series, “DE&I and Marketing Leaders,” reveals that 79% of CMOs rate the topic as “important or very important,” but only 21% say they have in-depth knowledge on the topic. Only 36% rate advertising positively in terms of diversity, equity, and inclusion, highlighting a long way to go. Stereotypical views on diversity (65%), accusations of greenwashing (34%), and consumer acceptance (31%) are the main points of friction.
“The difference with this study is that it investigates in depth the friction points that are preventing the adoption of DE&I. While conceptually CMOs seem committed to the subject, in practice, the reality is quite different,” says Fabrício.
Otavio Dias, CEO of Repense, adds: “On the one hand, it is encouraging to know that almost 80% of CMOs consider the topic important or very important, but on the other hand, there is a strong warning sign with the low level of in-depth knowledge on the subject and with the investments in the area. To ensure greater diversity and inclusion, concrete actions are essential. At Repense, we are constantly seeking this, with advances such as around 10% of LGBTQIA+ professionals and a female majority on our board of directors, but we know that we still have a long way to go.”
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