• Facebook found that online campaigns with more diverse representation had higher ad recall in 90% of the simulations they ran. (Facebook).

• The majority (54%) of consumers surveyed in the Facebook study said they do not feel fully culturally represented in online advertising and most (71%) expect brands to promote diversity and inclusion in their online advertising (Facebook).

• Some 59% of consumers polled said they are more loyal to brands that stand for diversity and inclusion in online advertising, and 59% also said they prefer to buy from brands that stand for diversity and inclusion in online advertising (Facebook).

• Two out of three Americans say their social values now shape their shopping choices (McKinsey, 2021)

• 45% of consumers believe retailers should actively support Black-owned businesses and brands. (McKinsey, 2021)

• The “Inclusive Consumer” is 1.8 times more likely than other shoppers to seek out Black-owned brands, and 1.4 times more likely to seek out small businesses that they can support.(McKinsey, 2021)

The takeaway:  

While consumers may not look down upon a brand if it doesn’t demonstrate inclusion in its marketing collateral, they are more likely to appreciate, trust, engage with, and purchase from a brand that does.

Moreover, the Inclusive Consumer, proactively seeking out ways to support minority businesses and causes they care about, can be a valuable resource for building a genuine community of diversity, equity, and inclusion around your brand.

• 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)