10 inclusive marketing statistics you need to know about

A diverse group of people looking at billboards on Times Square

We constantly monitor the inclusive marketing space, especially with regard to data-supported facts, so you do’t have to. Below, we'll highlight the most essential facts and figures that appeared throughout the past couple of months. Two distinct domains appear: the general business impact of inclusive marketing, and the importance of inclusion for specific demographics.

Business impact of inclusive marketing

Modern marketers sense the importance of inclusive marketing. However, backing those sentiments up with data isn't necessarily evident. We'll highlight the direct benefits related to inclusive marketing, backed by research, while at the same time not shying away from potential risks.


Statistic 1: Brands that use more inclusive advertising see a 3.46% increase in short-term and a 16.26% boost in long-term sales performance.

Key Data Points

According to a landmark study by Unstereotype Alliance, brands with more inclusive advertising practices see a higher sales performance, with 3.46% higher short-term sales and 16.26% higher long-term sales performance. These commercial benefits of more inclusive advertising practices are found regardless of product category or geographic market.

No-Kno’s Take

There is a common concern that inclusive advertising might hurt business or alienate "traditional" audiences. However, the evidence from this study is clear. If you need to convince stakeholders of the value of inclusive advertising, this report contains irrefutable evidence that inclusion = income.

Methodology

This 2024 Unstereotype Alliance study analysed 392 brands across 58 countries over four years (2020-2023), using Kantar's Gender Unstereotype Metric and data from 5,956 campaigns.

Source: download PDF


Statistic 2: Featuring a diverse cast as positive role models increases brand equity by 44% and Short Term Sales Likelihood by 15%. Simply showing diversity without meaningful roles slightly lowers both metrics.

Key Data Points

Advertisements that portray individuals as positive role models significantly boost both brand equity power (+44%) and short-term sales likelihood (+15%). Simply including diverse characters, without highlighting them as role models, slightly decreases long-term brand power (-3%) and short-term sales likelihood (-10%).

No-Kno’s Take

It's crucial to focus on the qualitative aspect of diverse representation and feature people as positive role models. The effectiveness lies in how diversity is represented, not just in its presence.

Methodology

This 2022 BvA, VIA and Kantar study analysed 420 Dutch T.V. ads focusing on representation and stereotyping. The study builds on prior research from 2020 to track changes over time.

Source: download PDF


Statistic 3: 51 percent of customers took inclusion into account as a primary driver of purchase decisions

Key Data Points

In this study, participants made trade-offs between price and product features of athletic apparel to reveal their purchase motivations. Inclusion was a key factor for 51% of customers overall. Among historically well-represented groups—such as slim, white, able-bodied people—38% considered inclusion a primary driver. While inclusion was a top factor for 61% of plus-size Black consumers and 87% of non-binary consumers.

No-Kno’s Take

Numerous studies show that inclusive marketing is a positive driver for a vast majority of consumers, and even more so for consumers that are traditionally less-represented in marketing.

Methodology

This Emory University, GOIZUETA Faculty study analysed 11,000 social media posts from top 50 U.S. brands across 10 industries, using machine learning and human coding and a discrete choice model to identify purchase motivations.

Source: https://www.emorybusiness.com/2023/07/28/serving-markets-inclusive-brands-stand-to-benefit/


Statistic 4: Consumers are 6x more likely to purchase a product or service if an ad is perceived as inclusive.

Key Data Points

Consumers are 6x more likely to purchase a product or service if an ad is perceived as inclusive. Moreover, an ad that is perceived as inclusive is also 63% more likely to be shared according to Google.

No-Kno’s Take

Inclusive marketing not only enhances your brand image and reputation but can also boost performance marketing outcomes.

Methodology

Google research, Inclusive Advertising, field work completed in 2023. N=7500

Source: https://all-in.withgoogle.com/


Importance of inclusion for specific demographics

The figures below highlight the significance of various demographic groups and underscore the importance of including them in marketing efforts.


Statistic 5: 63% of less-represented consumers state that if brands made more effort to represent them, they would be more willing to buy from them.

Key Data Points

63% of respondents belonging to less-represented groups, say “if brands made more effort to represent people like me, I would be more likely to buy from them.” 90% of these respondents believe equality is everyone's responsibility, and brands failing to prioritize inclusion risk irrelevance, with 60% agreeing they will be left behind.

No-Kno’s Take

The study surveyed respondents from traditionally less-represented groups, but this doesn't mean it's a small group. In a typical Western European country, people often underrepresented in advertising—such as those with a migration background, members of the LGBT+ community, people with disabilities, those who are overweight, or over 50—make up about 80% of the population.

Methodology

A global survey across Brazil, China, Japan, the U.K., and the U.S. by VML, with respondents who self-identify as belonging to marginalised communities along with expert interviews and ethnographic research.

Source: https://www.vml.com/insight/inclusions-next-wave


Statistic 6: 7 out of 10 respondents from traditionally underserved groups revealed that diversity and inclusion perceptions influence purchase decisions

Key Data Points

7 out of 10 survey respondents from traditionally underserved groups revealed that diversity and inclusion perceptions influence purchase decisions at least sometimes, often, or all the time. For 33% of respondents, diversity and inclusion impact their purchases often or all the time.

No-Kno’s Take

This study aligns with the findings of the previous study. With significant and growing spending power, these groups consider inclusion non-negotiable when interacting with brands.

Methodology

This Kantar study covers 18 global markets and is based on responses from over 20,300 individuals, focusing on traditionally underserved groups.

Source: https://www.kantar.com/campaigns/brand-inclusion-index


Statistic 7: Mature consumers (aged 50 - 70) spend less overall each year, but they spend up to 1.8x more on individual purchases

Key Data Points

Although mature consumers spend less overall each year in every researched product category, they spend significantly more on individual purchases in many categories such as vehicles, apparel, investments, skin care, health care and travel. They tend to value quality more highly and purchase more premium products.

No-Kno’s Take

Mature consumers aged 50 to 70 represent a vast, untapped potential for marketers. In typical Western European countries, people over 45 have more buying power than younger age groups, yet they are consistently underrepresented in advertising.

Methodology

This BCG study surveyed over 15,000 global respondents, focusing on spending behaviours and influence across age groups. It covered multiple product categories.

Source: https://www.bcg.com/publications/2023/marketing-to-mature-consumers


Statistic 8: On large-ticket purchases, mature consumers influence younger consumers more than the other way around.

Key Data Points

Mature consumers (50-70 years old) are significantly more likely to influence younger consumers than the other way around. Especially with respect to big-ticket purchases, such as vehicles (36% young consumers influenced by mature consumers, while only 15% the other way around) investment products (31% v15%), and travel (25% v 15%). In these product categories, many young consumers seek to tap the experience of their elders to reduce risks or receive validation for their choices.

No-Kno’s Take

Mature consumers often shape family buying patterns and preferences. By recognizing mature consumers' purchasing power and influential role, brands can drive broader market trends and foster brand loyalty that extends to younger family members.

Methodology

This BCG study surveyed over 15,000 global respondents, focusing on spending behaviors and influence across age groups. It covered multiple product categories.

Source: https://www.bcg.com/publications/2023/marketing-to-mature-consumers


Statistic 9: Globally 44% support brands actively promoting equality for LGBT+ people, while 19% oppose this type of marketing.

Key Data Points

Globally, 44% of people support companies and brands that actively promote equality for LGBT+ individuals, though support has dropped five points since 2021. Meanwhile, 19% now oppose this type of marketing.

There are notable generational, regional, and gender differences in these views. Among Gen Z, 17% identify as LGBTIQ+, compared to 11% of Millennials, 6% of Gen X, and 5% of Baby Boomers.
Globally, support for companies and brands actively promoting equality for LGBT is stronger among Gen Z women, with 58% in favor, compared to 37% of Gen Z men.
And geographically support for brands actively promoting LGBT equality ranges from 71% in Thailand to just 22% in Türkiye.

No-Kno’s Take

These generational, regional, and gender differences emphasize the importance of understanding your target audience, and relying on data.

Methodology

Survey of 18,515 adults across 26 countries, conducted on Ipsos' Global Advisor platform. Respondents were aged 16-74, depending on the country.

Source: https://www.ipsos.com/en/ipsos-pride-survey-2024-gen-zers-most-likely-identify-lgbt


Statistic 10: Brands failing to engage with minority ethnic groups in the UK risk losing out on £16.7 trillion in cumulative spending by 2061.

Key Data Points

Minority ethnic groups in the U.K. are set to double by 2061, controlling a disposable income of £575 billion. Brands failing to engage risk losing out on £16.7 trillion in cumulative spending by 2061.

No-Kno’s Take

80% of respondents say that brands are responsible for reflecting modern Britain. This is a bold claim, not to be taken lightly by brands active in the U.K. or markets with similar demographics.

Methodology

WPP surveyed over 8,300 participants across six ethnic groups in the U.K. The study spanned two years.

Source: https://www.wpp.com/en/wpp-iq/2022/11/consumer-equality-equation-report


Wrap-up

Inclusive marketing is crucial for brands that want to remain relevant and competitive in today's diverse marketplace. Embracing diversity unlocks growth across different demographic groups.

Still trying to figure out where to start? No-Kno can help. Contact us today.

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