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.

Unaided by researchers, Nike was voted as the top brand consumers could nominate for its DEI efforts. Kantar noted that just 60% of U.S. respondents could nominate one or more brands making DEI progress without a prompt. Among those who voted for Nike as the top brand, many noted perceived brand values such as fairness and Nike’s history of inclusive marketing.

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“Brands are operating in a very complex socio-political environment, often maneuvering through cultural landmines,” said Valeria Piaggio, global head of diversity, equity and inclusion at Kantar, in a statement. “Loud voices are trying to silence brands’ inclusivity efforts. But amidst the smoke and confusion data tells us that those screams do not reflect the sentiment of the sensible majority.” 

Indeed, the report also found that nearly half of all consumers, or 49%, say they make purchase decisions based on a brand’s diversity and inclusion efforts. Some 63% of respondents said they have experienced discrimination in the last 12 months; 44% said such experiences were at a commercial location. Kantar said that translates to a potential loss for businesses of $5.4 trillion.

The new Brand Inclusion Index comes on the heels of a Kantar report last month that, along with GLAAD, ranked marketers on their LGBTQ+-inclusive advertising. 

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