86% of Indians prioritise DEI while making brand choices: Kantar report

According to Kantar’s Brand Inclusion Index (BII) 75% of consumers say that a brand’s diversity and inclusion reputation influences their purchase decisions. It identifies that inclusive marketing is a significant opportunity to drive brand growth. It is clear that brands who fail to address discrimination, risk alienating a significant portion of their customer base.

A staggering 68% Indians claimed to have been discriminated against, and in majority of cases in commercial places and brand touchpoints, which is substantially higher than the global figure that stands at 46%. The study also showcases that diversity, equity and inclusion (DEI) is important for an overwhelming majority of Indians (86% of respondents), both in life and while making brand choices.

Despite progress made by some brands, the BII 2024 reveals a significant inclusion gap that businesses must address. This gap is the difference between the proportion of people in a market who have experienced discrimination and the percentage who believe in the importance and influence of DEI.

Valeria Piaggio, global head of diversity, equity and inclusion at Kantar, said, “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.”

Kantar’s BII 2024 surveyed more than 23,000 people in 18 countries. The India leg comprised over 1000 respondents with an inclusive demographic that is gender expansive, disability, socio-economic class, religion etc. 

DEI is yet to make its mark on Indian advertising. More women are seen in Indian ads than global average but they remain bound by traditional roles of homemakers and mothers (7% women are featured in non-traditional roles). Similarly, fairness of skin may have transitioned to glow but skin colourism continues to exist in creatives. Ageism also dominates with women over the age of 40 years represented in less than one out of five ads (15% in India vs 26% globally).

Piaggio added that millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. “Brands will be rewarded if they stand by their values—especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another,” she noted.

BII’s findings sit in the context of preliminary research from the Unstereotype Alliance with Oxford University’s Saïd Business School, using data from Alliance members including Kantar. This study has found that progressive, inclusive advertising drives a significant sales uplift of over 16% when compared with less progressive ad content and has a significant impact on consumer loyalty, buying intentions and a brand’s pricing power. Respondents assess brands on different dimensions—brave brand DEI strategy, diversity, equity, and inclusion—from the absence of negative actions, to the presence of positive initiatives. 

The first edition of India BII study explores skincare, banking, automotive and technology categories. In its Index of the world’s most inclusive brands, Kantar ranked Google, Amazon, Nike, Dove and McDonald’s in its global top five slots. Consumers, particularly in marginalised communities, praised Google for its unwavering commitment to DE&I in its internal policies, products and marketing, its authentic representation of people from all walks of life and its innovation for inclusion.

Soumya Mohanty, managing director and chief client officer for South Asia, Insights Division at Kantar said that 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 a brand, based on how well they feel seen, heard and voiced in the brands.

“It is a business imperative for brands to prove that they are serious and committed about DEI. The BII gives clear indications of how to achieve the inclusivity imperative,” she added. “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.”

There has been growth in the industry in positive portrayal of males over the last year, but a drop in female portrayal since last two years. Ads that successfully portray people positively provide greater predicted ROI for advertising investment.

Moreover, ad protagonists and characters in India are painted in broad strokes of what they, their homes, beliefs and lifestyles look like, ignoring ethnic minorities and LGBTQ members. Mohanty feels that an element of bravery will be increasingly important. As in other moments in history, when there’s significant social change, there are groups of society that seek to maintain the status quo, feel threatened, and as a result, react loudly.