Brand Inclusion Indes (BII) pointed out that Natura, Nike and Adidas are the brands most remembered for their actions focused on diversity and inclusion
Brazil has more than 18 million people with disabilities, representing around 8.9% of the country’s total population, according to the latest data from IBGE.
On this topic, Kantar released the results of the Brand Inclusion Indes (BII) survey, which showed that 66% of Brazilians with disabilities suffered some act of discrimination in the last year.
According to the information presented, episodes of intolerance occur in different places, such as at work (32%), when shopping (26%) and on social media (23%).
Additionally, 88% of survey respondents said they consider it important for the companies they buy from to promote diversity and inclusion in their businesses or society as a whole.
“Our analysis shows that the most inclusive brands have three things in common: a well-thought-out and committed long-term DEI strategy, impeccable creative execution, and courage. It’s about the courage to create these actions and stand firm in the purpose of giving voice to these underrepresented groups,” said Rafael Farias Teixeira, marketing executive at Kantar Insights Brazil and one of those responsible for analyzing the study.
The study also asked respondents to indicate which brands are remembered for their actions focused on Diversity and Inclusion and, according to the responses, Natura, Nike and Adidas lead the opinions.
“Nike and Adidas show a variety of bodies, are inclusive in their ads, but also defend different groups as active and transformative, resonating greatly with people with disabilities, who often feel invisible. They also put their message into practice, creating products specifically for the needs of people with disabilities, investing in accessible events and stores, and offering affirmative action jobs,” added Teixeira.
