New York, NY: July 23, 2025: Kantar, the world's leading evidence-based insights and consulting company, today announced the launch of new research, “Consumer Reality Check” and accompanying consultative offer grounded in its latest U.S. research. This initiative is designed to help brands understand and respond to Americans’ increasingly complex and polarized expectations around diversity, equity, and inclusion (DEI) and inclusive marketing.
The research shows that 62% of Gen Z and 57% of Millennials say they won’t support a company that lacks a clear commitment to social and environmental causes. At the same time, 66% of consumers implicitly love the idea of DEI, even if they don’t always express it openly. This emotional alignment is critical for brands seeking to build trust and loyalty in a polarized environment.
The Consumer Reality Check is a multi-disciplinary research and consulting initiative conducted in the U.S. throughout the first half of 2025. It combines quantitative surveys, neuroscience, and digital analytics to uncover how Americans think, feel, and act in response to DEI and inclusive marketing.
The study reveals that while support for inclusion remains strong—especially among Gen Z, Millennials, and diverse communities—consumer expectations are shifting, and backlash risks are rising.
Kantar’s new offer helps brands mitigate reputational risk, identify growth opportunities, and build inclusive strategies that resonate across segments.
“In today’s fast-evolving financial services landscape, being purpose-led isn’t optional - it’s essential. Kantar’s research shows that consumers are looking for brands that move beyond statements to demonstrate real impact, said Lindsey Dickman, Executive Vice President. “The path forward requires more than good intentions - it demands consistent, authentic action that reflects a brand’s values at every touchpoint. Those that lead with purpose and integrity will earn deeper trust - and ultimately, long-term growth.”
To learn more about how Americans are feeling about inclusive marketing and how Kantar can help you, click here.
About Kantar
Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioral data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.