As marketers continue to grapple with how to promote, or not promote, their DEI efforts, Kantar is examining how consumers actually perceive such initiatives, along with which brands are getting it right. The data and consulting company today introduced its Brand Inclusion Index, which focuses on consumer perception of a brand’s diversity, equity, and inclusion strategies and how that influences their buying decisions.
Amazon topped Kantar’s list of the overall best brands in DEI in the U.S., followed by Nike and Disney. In the report, one surveyed consumer cited Amazon’s focus “on doing business for all customers” and its “not choosing to virtue signal” as a reason for its high ranking.
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Kantar based its score on a brand’s perceived impact, ranging from negative to positive. The company surveyed 1,000 adults in the U.K. and 2,500 in the U.S. in April.