Kantar launches the Brand Inclusion Index and finds Americans consider Nike, Amazon, and Disney as the Most Inclusive Brands

27 July 2023
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Kantar's Brand Inclusion Index defines the gold standard in inclusive marketing and identifies the potential cost of exclusion

New York, July 27, 2023 – Kantar, the world’s leading marketing data and analytics company, launched the first-ever first Brand Inclusion Index, a study that focuses on people’s perception of a brand’s diversity, equity, and inclusion – what consumers see, feel, think, how they consider the brand as a result and how that influences buying decisions. Kantar’s Brand Inclusion Index gives a voice to people who tend to be under-represented or excluded by brands and provides clear guidelines as to how brands can close their inclusion gaps. The report also uncovers which brands U.S. respondents identified as best in DEI.

“Brands are operating in a very complex socio-political environment, often maneuvering through cultural landmines,” says Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar, “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. Our analysis of what’s behind the most inclusive brands is that they all have three things: a well-thought-out DEI strategy that stems from company actions and is committed long-term, impeccable creative execution, and bravery. The element of bravery will be increasingly important."

To evaluate inclusion, Kantar’s report over-represents the under-represented, focusing on under-represented or mis-represented populations. The study finds:

  • 65% of the U.S. population agrees “I believe businesses have a responsibility to make society fairer.”
  • 63% of respondents say they’ve experienced discrimination in the last 12 months, which spans from rare occasions to often or all the time.
    • 44% of those who experienced discrimination report this happening at a commercial location. This points to the commercial responsibility for brands, which put the buying power of these populations at risk. Kantar estimates this could incur a potential loss of $5.4 trillion.
  • 65% of those who are not well represented in advertising experienced discrimination in the last year (ten-percentage points above those who are regularly well-represented), which points to the social responsibility of brands.

Many traditionally under-served groups have fast-growing spending power and the Brand Inclusion Index will help them measure the scale of the opportunity and the actions that are needed to grow their business with these groups.

Kantar’s Brand Inclusion Index helps brands develop a clear and committed DEI strategy to appeal to under-represented yet high-growth populations, identify the scale of the challenge and the steps they need to take to connect with these key groups. It also benchmarks performance against the US most inclusive brands by Top-of-Mind Best in DEI, Overall Best in DEI, best performers by sector, by population group and among people who have experienced discrimination from brands.

U.S. respondents reflected on their experience with brands and nominated the following brands:

  • Top-of-Mind for Best in DEI (unaided): Nike
  • Overall Best in DEI (prompted): Amazon
  • Top Performers in DEI by Category:
    • Banking: Truist Bank
    • Sodas/fizzy drinks: Coca-Cola
    • Mobile Carriers: T-Mobile
    • Skincare: Dove

The Brand Inclusion Index study demonstrated inclusive brands can cross ideological and demographic divides. Case in point, Amazon, the overall winner for best in DEI in the U.S. was number one among both, democrats and republicans.

To discover how to attract spending from key groups and the scale of the inclusion opportunity, download Kantar’s free booklet here. And the full report and more information about how Kantar can help your brand grow, feel free to reach out to your Kantar representative or email elizabeth.Katsadouros@kantar.com for pricing information.

About the Brand Inclusion Index

Kantar offers solutions in four areas to drive sustained growth via inclusion; Inclusion Insights, Inclusion Marketing, Inclusion Metrics and Innovation for Inclusion. Kantar’s Brand Inclusion Index measures 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 study applied Kantar’s best practices and expertise in inclusive research to ensure the under-represented were fully represented.

The index encompasses four elements, assessing:

  • The BRAND DEI STRATEGY that informs how the brand shows up in the marketplace, and most importantly, how brave the brand is in relation to social issues. Brand bravery is what fuels and strengthens the brand’s DEI initiatives.
  • DIVERSITY: the brand’s intentional attempt to positively represent people of diverse backgrounds, celebrate individual’s uniqueness, and treat everyone well and as equals.
  • EQUITY: The systems the brand puts in place to operate and engage with people internally and in the marketplace.
  • INCLUSION: the effort the brand makes to integrate everyone – especially those who tend to be left behind – and make people feel accepted, respected, and valued. Ultimately, to create a sense of belonging with the brand.

Read the full Brand Inclusion Index US report at www.kantar.com.

The first phase of Brand Inclusion Index comprises the UK and US, with further markets to follow.

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 behavioural 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. For more information, please get in touch with press@kantar.com.

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