September 25, 2023

Digital Marketing Education

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Amazon tops Kantar Brand Inclusion Index

Unaided by researchers, Nike was voted as the top brand consumers could nominate for its DEI efforts. Kantar noted that just 60% of U.S. respondents could nominate one or more brands making DEI progress without a prompt. Among those who voted for Nike as the top brand, many noted perceived brand values such as fairness and Nike’s history of inclusive marketing.

Recent news: Nike’s new content series reaches out to young women

“Brands are operating in a very complex socio-political environment, often maneuvering through cultural landmines,” said Valeria Piaggio, global head of diversity, equity and inclusion at Kantar, in a statement. “Loud voices are trying to silence brands’ inclusivity efforts. But amidst the smoke and confusion data tells us that those screams do not reflect the sentiment of the sensible majority.” 

Indeed, the report also found that nearly half of all consumers, or 49%, say they make purchase decisions based on a brand’s diversity and inclusion efforts. Some 63% of respondents said they have experienced discrimination in the last 12 months; 44% said such experiences were at a commercial location. Kantar said that translates to a potential loss for businesses of $5.4 trillion.

The new Brand Inclusion Index comes on the heels of a Kantar report last month that, along with GLAAD, ranked marketers on their LGBTQ+-inclusive advertising. 

More: LGBTQ+ ad representation is severely lacking, report finds


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