Brand Inclusion Index

At Kantar, we know how brands grow: by meaningfully engaging more people, distinguishing themselves, and becoming more relevant. Embracing high-growth populations without alienating existing consumers is essential to foster growth via inclusion.

These diverse high-growth populations have big and growing spending power, and the Brand Inclusion Index reveals if your brand makes these groups feel welcomed, understood, and valued.

Our foundational study covered 18 countries based on more than 20,300 respondents. Now the Brand Inclusion Index can cover all markets, under-represented groups and categories on demand. Explore your business question on inclusion and identify which high growth populations will bring growth to your brand, today and in the near future.

Download our free summary booklet to discover how and why representation, access and belonging should be part of your blueprint for growth.

The Brand Inclusion Index will reveal how diverse groups perceive your brand’s inclusive marketing initiatives – what consumers see, feel, think, and how they consider your brand as a result. It will enable you to rank your performance against other brands as well as guiding you on the best way to improve.

Explore your brand's performance across our four key dimensions: Representation, Access, Belonging and Brand Strategy measured via nine indicators. Our analysis examines the absence of negative actions, the presence of positive indicators, and the brand's level of bravery. Delve into our boost and gaps methodology to understand how your inclusion efforts resonate across specific demographic groups.

We can also help you dig deeper via tools such as Creative Testing to measure how inclusive your ads are perceived to be, identify business opportunities and help you set the scale of your ambitions when it comes to inclusion commitments.