Why Diversity Sells

Consumer Demand: 

A large majority of consumers (71%) expect brands to promote diversity and inclusion, with over half (54%) feeling unrepresented in current advertising. Consequently, nearly 60% are more loyal to and prefer to buy from inclusive brands.

Values-Driven Spending: 

Social values now shape shopping choices for two out of three Americans. This "Inclusive Consumer" is a valuable shopper: they are 1.8 times more likely to seek out Black-owned brands and 1.4 times more likely to support small businesses.

Business Benefit: 

Diverse ad campaigns also perform better, showing higher ad recall in 90% of simulations. While consumers may not punish a brand for lacking diversity, they are significantly more likely to purchase from a brand that demonstrates inclusion.

• Diversity represents a broad range of experiences, including gender, sex, socioeconomic background, upbringing, religion, education, sexual orientation, gender identity, ethnicity, neurodiversity, and life experience.(Betterup.com)

• Inclusion, on the other hand, means that every individual should have an equal opportunity to access education, resources, opportunities, or any other treatment based on the qualities that make them unique.  (Betterup.com)

• In summary, diversity and inclusion is a conversation about rewriting implicit bias — rooting it out wherever it exists and challenging the idea that different means inferior. (Betterup.com)