The recent Brand Inclusion Index 2024 by Kantar revealed that 75% of consumers’ purchasing decisions are influenced by a brand’s diversity and inclusion. 86% Indians feel that diversity, equity, and inclusion are vital while choosing a brand.
This survey has a sample size of 23,000+ people in 18 countries, that includes Brazil, Canada, Colombia, Czech Republic, France, Germany, India, Italy, Japan, Kenya, Mexico, Netherlands, Nigeria, South Africa, South Korea, Spain, United Kingdom and the United States. The survey in India utilises a sample size of 1000+ people across gender, disability, class, religion, etc.
“It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in stores or their advertising doesn’t reflect diverse communities – it’s an easy miss,” Valeria Piaggio, global head of diversity, equity and inclusion, Kantar, said.
The study says that inclusive and progressive advertising drives a significant sales of 16%.The report further delves into the stereotypes that are prominently practised in ads too, although more women are seen in Indian ads when compared to global average only seven percent women are featured in non-traditional roles. Similarly, the report also reveals how colourism continues to be a grave issue despite ads changing the ‘fairness’ aspect to that of a ‘glow’. As far as body shapes are concerned, ads still feature slim and small body types with seven percent diversity in body shapes.
In the aspect of representation, the report states that most of the ads feature protagonists that fit the societal standards of ideal people and that the ad industry grossly overlooks underrepresented minorities such as LGBTQ+ and ethnic minorities. The report documents 81% discrimination against people with disability and 62% discrimination against LGBTQ+ individuals.
Dove bagged the most inclusive brand award in the skincare category while SBI won it in the banking category. For the automotives category, TATA Motors was rated the most inclusive and Google won it for Technology and the most inclusive brand – overall too.
“In a country of India’s size, the term under-represented groups can be misleading for brands to use as a guiding light. Minorities can translate into millions of people who may choose or not choose to buy your brand, based on how well they feel seen, heard and voiced in your brands. To avoid backlash, brands today need to be extra careful. Full inclusion needs to work at both ends of the spectrum: reaching out to underrepresented populations and making them count, while avoiding negative reactions from people who are used to seeing themselves well-represented by brands and don’t want to be left behind.” Soumya Mohanty, managing director and chief client officer- South Asia, insights division, Kantar, commented.