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.Results from Kantar’s Global MONITOR 2023 show threequarters of the global population agree brands should be socially responsible. for most high-growth yet underrepresented populations, that is more than a nice-to-have, it is a need fueled by their own existence and identity.

The first ever Brand Inclusion Index, launching in July in 18 countries, demonstrates that for these populations those fuzzy brand expectations turn into something more: they influence buying decisions. To maintain relevance, brands need to prove they are serious and committed about DEI, especially among those who tend to be ignored.  

The Brand Inclusion Index gives clear indications of how to achieve the inclusivity imperative. This study brings understanding of how people perceive brands based on their DEI efforts, focusing on populations that tend to be excluded, underserved, or misrepresented. The Brand Inclusion Index gives marketers clear benchmarks for brand inclusion and inspiration from brave brands that are seen as diverse, fair, and inclusive.

What is the Brand Inclusion Index?
Our new Brand Inclusion Index focuses on people’s perception of a brand’s diversity, equity, and inclusion – what consumers see, feel, think, and how they consider the brand  as a result. The goal is to represent the under-represented to ensure the voices of those who have traditionally been  excluded by some brands are considered.

Kantar’s Brand Inclusion Index helps you to assess performance across four key dimensions – DEI strategy, diversity, equity and inclusion. Our analysis covers the absence of negative actions, the presence of positive initiatives as well as the depth of the commitment when other groups feel threatened by the attention you are showing these 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.