75% of consumers say a brand’s diversity & inclusion reputation influences their purchase decisions
Introduction
Consumer expectations are shifting, and diversity and inclusion are no longer optional qualities for brands. A global study from Kantar’s Brand Inclusion Index reveals that 75 percent of consumers say a brand’s reputation for diversity and inclusion influences their purchase decisions.
This isn’t a niche topic. It’s a fundamental driver of trust, loyalty, and business performance. The findings challenge the narrative that brands risk financial backlash when they commit to inclusion. In reality, inclusive brands grow faster, build deeper relationships with customers, and create cultures that reflect the communities they serve.
As companies compete for relevance in an increasingly diverse world, the message is clear: when brands champion inclusion, consumers notice, and they reward them for it.
Here’s what the research shows, and what it means for businesses committed to accessibility and Deaf inclusion.
Inclusive Brands Drive Growth, Loyalty, and Customer Connection
Kantar’s Brand Inclusion Index, based on responses from more than 23,000 people across 18 countries, reinforces a powerful truth: inclusive marketing and inclusive practices directly support commercial success.
The research highlights that:
- 75% of consumers consider a brand’s diversity and inclusion reputation when deciding whether to buy
- 46% of people globally experienced discrimination in the past year, often in business settings
- Inclusive advertising drives over 16% sales uplift, based on additional findings from the Unstereotype Alliance and Oxford University’s Saïd Business School
This evidence dismantles the “go woke, go broke” myth entirely. Brands that champion inclusion don’t lose customers, they gain them. When people feel represented, respected, and welcomed, they are far more likely to engage, purchase, and stay loyal.
For Deaf customers and people with hearing loss, inclusive communication isn’t just a marketing message, it’s a tangible experience that determines whether they can access a brand at all.
Understanding Discrimination: Why Representation Matters
Kantar’s study also uncovers a sobering reality: discrimination is widespread, with 72% of people who experienced it reporting that it happened at work or during interactions with brands.
Underrepresented groups, including disabled people, report the highest rates:
- 81% of people with disabilities experienced discrimination
- 62% of LGBTQ+ individuals reported the same
This data highlights why inclusive marketing, inclusive workplaces, and accessible customer experiences are so critical. A lack of representation or accessible design can unintentionally exclude millions.
For Deaf communities, barriers like lack of captions, inaccessible customer service, and poor communication design still persist, and consumers are increasingly using their purchasing power to demand better.
Brands that invest in inclusion stand out because they demonstrate understanding, empathy, and a willingness to listen.
The World’s Most Inclusive Brands Lead by Example
Kantar’s ranking of the most inclusive global brands showcases companies that are setting new standards. The top five; Google, Amazon, Nike, Dove, and McDonald’s were recognised for demonstrating genuine commitment to inclusion through their products, policies, and communication.
Google, ranked number one, was praised for embedding inclusion across its entire organisation. Annie Jean-Baptiste, Google’s founder and director of product inclusion and equity, explains:
“At Google, we build for everyone… We continue to partner with communities to understand their needs directly and develop truly helpful products.”
Dove has been celebrated for consistently representing women of all backgrounds.
Nike has earned strong loyalty for its visible and ongoing support of LGBTQ+ communities.
These brands reinforce that inclusion is not about appealing to minority groups alone, it broadens the appeal to more people by making them feel seen and valued.
As Kantar’s global head of DE&I, Valeria Piaggio, notes:
“Inclusion marketing is expansive marketing… When brands exclude consumers, it’s an easy miss.”
For organisations looking to attract Millennial and Gen Z audiences, the generations with the highest expectations for inclusion, this has never been more relevant.
Final Thoughts
The evidence is overwhelming: brands that prioritise diversity and inclusion earn consumer trust, drive loyalty, and outperform competitors. With 75% of consumers saying a brand’s inclusion reputation influences whether they buy, inclusion is no longer a side initiative, it’s a core business strategy.
For Deaf customers, inclusion is experienced through clarity of communication, accessible content, and environments where they feel recognised and respected. Brands that invest in this are rewarded not only with stronger customer relationships, but with reputations that set them apart as leaders.
The commercial case for inclusion has never been stronger. But beyond the numbers, the human impact is even greater. When brands reflect society, elevate underrepresented voices, and ensure accessibility for all, they help build a world where no one is left behind.
Inclusion isn’t a risk, it’s an opportunity. And the brands who embrace it are the ones shaping the future.