diversity

Study: Consumers Want More DEI, But See Brands Floundering


Mattel’s recently launched Barbie doll with Down syndrome.

While corporate America may be lost in the weeds about the best ways to further diversity, equity and inclusion goals, consumers think they are headed in the right direction.

New research from GWI finds that 70% of Americans say DEI is important. Of those, 81% say such efforts matter, helping to provide fair and equal opportunities.

Racism, however, is relatively low on the list of concerns, ranking 10th, following issues like domestic violence, poverty, healthcare reform, and access to mental health help. Only 42% named anti-racism efforts.

Predictably, the study finds considerable shifts by generation. Gen Z, the youngest cohort, is most concerned about DEI and is twice as likely as other groups to cite anti-racism and trans rights as important social issues. They are also the most activist, with 60% saying protesting injustice is essential.

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For millennials, reproductive rights, including access to abortion, is the top issue. Gen X consumers say they are more concerned with LGBTQIA+ Pride. And baby boomers are worried most about ageism.

But while people want companies and brands to do more, there are still massive gaps in understanding, with 37% of the sample saying they themselves aren’t taking any practical steps to address social issues. When they have, those actions include educating themselves (40%), supporting diverse businesses (27%), educating others, including family and friends (25%), or engaging with brands and organizations on social media (13%).

While many companies have started or intensified DEI efforts in the last several years, their marketing efforts aren’t making an impact on all audiences. The study also finds that Asian Americans in its sample are 95% more likely to say they “rarely” see people that look like them in advertising. Hispanic consumers are 55% more likely to do so.

People of color are also more likely to want to see real people in ads versus models.

The market research company says the data reflects “the complexity of changing consumer attitudes around these key social issues, particularly over ownership and who audiences see as responsible for enacting change.”

The research comes at a time when many are talking about a DEI backlash.

“We’ve found in that crisis fatigue is creating an environment where many Americans are having to reprioritize what they’re really concerned about,” says Laura Connell, senior trends manager, in an email to Marketing Daily.

She says earlier GWI research found that half of Americans wish the U.S. government did more to help with social justice issues, “moving responsibility toward the systems and institutions that have the ability to create lasting change. But only 36% believe that positive progress is being made in the U.S.”

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