For years, marketers have underestimated inclusion as a strategic lever for growth, despite mounting evidence of its impact.
In a connected world shaped by demographic shifts, inclusivity will continue to rise in importance as we see more people caring about it. According to Kantar’s Brand Inclusion Index 2024, the perception of a brand’s diversity and inclusion efforts influences buying decisions among almost 8 in 10 people worldwide, especially among Gen Z and Millennials, LGBTQ+ communities, people with thinking and learning differences, and people with disabilities.
Diversity, fairness, and inclusion are also more important to high-growth yet underserved populations: 89% deem it important in emerging economies compared to 71% in developed markets.
Additionally, UN data says that by 2050, 1 in 4 people in the world is expected to be African. This ‘Africanisation’ of the world presents a unique opportunity for brands to connect with diverse audiences seeking inclusivity and authentic representation.
A generational shift has opened the door to a wider range of identities, while also creating a new culture that expects everyone to be welcomed and understood. In 2025, brands will need to embrace the inclusion imperative as more than just a box to tick, to Predispose More People for future brand growth.
Valeria Piaggio – Global Head DEI, Sustainable Transformation Practice
Ndeye Diagne – France Chief Commercial Officer, Insights
