Brand Inclusion Index still names Google as the most inclusive global company
Kantar published the Brand Inclusion Index which focuses on people’s perceptions of diversity, equity and inclusion in relation to brands, taking into account what consumers see, feel and think.
The survey took into account the opinions of more than 20,000 respondents in 18 countries and five regions, including Brazil. The brands were evaluated in four main areas: Diversity & Inclusion strategy, diversity, equity and inclusion, covering both the absence of negative actions and the presence of positive initiatives.
Diversity, equity and inclusion must be part of the plan for growth
According to the report, while most people say diversity and inclusion are important, the numbers are even higher among Gen Z and millennials, as well as in emerging economies such as Africa, Latin America and Asia.
Companies have a responsibility to end discrimination
According to survey participants, companies need to look inwards, especially at the employee experience, as well as potential employees, because that is where most experiences of discrimination can occur. Brands also need to pay attention to the shopping experiences in physical locations, because discrimination can also occur.
Discrimination at work was reported by 28% of respondents, or nearly three in ten people, in the last year. The level of market development has no effect, and the worst country in the ranking is South Korea (35%).
Incidence of discrimination peaks in emerging markets
Kantar data shows that discrimination is much more significant in emerging markets than in “mature” markets. The impact of discrimination is also much greater for disadvantaged and underrepresented people.
Discrimination happens in commercial places all over the world
Among those who experience discrimination, the proportion that occurs in commercial places such as shops, bars and hotels is remarkably similar across the world, regardless of the level of market development or geographic location.
Six in ten people (58%) have experienced discrimination in a commercial environment and the numbers are higher for people with thinking and learning difficulties (68%), also reaching 61% for LGBTQ+.
Most people think brands are making an effort
Despite the efforts made in the Kantar index, respondents around the world believe there are still gaps to be filled. Respondents believe brands will truly grow when they address the gaps in inclusion, improving the employee and consumer experience in emerging markets and those with high-growth but underrepresented populations.
Perceptions of diversity and inclusion drive purchasing decisions
Nearly eight in ten people surveyed agree that consumer perceptions of diversity and inclusion influence purchasing decisions. 26% of respondents said they strongly agree with the statement “It is important to me that the brands I buy from actively promote diversity and inclusion within their own businesses or in society as a whole,” and the numbers rise among Gen Z and millennials, as well as those who
have traditionally been underserved by brands such as people with thinking and learning difficulties, LGBTQ+ and people with disabilities.
The influence of diversity and inclusion peaks in relation to purchasing behavior in Brazil and Kenya.
Among those surveyed, some groups complained that they rarely see someone like them in brand communications. In the UK, 19% of people said they are rarely or never well represented, but some groups are more skewed than this, including people with disabilities (26%) and those with a family member with a disability (27%), people aged 55-65 (25%) and rural people (24%).
Survey participants also indicated which global brands are the most inclusive, with Google coming in first place, followed by Amazon, Nike, Dove and McDonald’s.
The Brand Inclusion Index also took into account the most inclusive companies in each country. In Brazil, Natura was named the most inclusive brand, according to survey participants.
