Is the tide turning on ‘performative’ inclusivity?
Opinion
Consumer attitudes towards diversity and inclusion have become more complex, creating a challenging environment for brands looking to celebrate events like Pride Month.
Pride Month was noticeably different this year.
Some brands scaled back the rainbow logos and withdrew from event sponsorships. This is particularly true in certain countries, spurred in part by political headwinds, and the UK has not been immune as some FTSE firms are reported to be removing references to diversity and inclusion from their annual reports.
In recent years the climate has shifted, and association with diversity and inclusion is no longer seen as a risk-free opportunity.
Brands and media owners have struggled with accusations of performative inclusivity (“rainbow washing”) especially when perceived as inauthentic or opportunistic. Campaigns that have misjudged the tone or misunderstood the target audience have sparked damaging controversies.
Combined with pressure on marketing budgets, this challenging environment might lead some businesses to conclude that certain social value initiatives are a “nice-to-have” they’re better off without.
At Kantar Media TGI, we wanted to understand how consumer views are really changing, and what this could mean for both brand messaging and social cohesion more broadly.
Engaging with difference
New TGI data suggests that this corporate shift we’re seeing may be part of a wider change in how consumers in Britain and around the world engage with and tolerate differences in how others live their lives. This is now being reflected in consumers’ appetite to engage with brands when they embrace more progressive values.
We found that, in Britain, some people are becoming more judgemental. The percentage of adults who “don’t like to judge other people on the way they choose to live their life” was 66% in 2017, but has fallen to 59% today.
The pandemic may have played a part here, as we were told to follow new rules — consequently becoming more judgemental of how closely others were sticking to the guidance.
The majority of British adults are also still reluctant to discuss sexuality and intimacy, with 42% claiming they feel comfortable doing so — down slightly from 44% last year. Younger adults and LGBTQ+ communities are more at ease having such discussions, but Brits as a whole remain reticent when it comes to taking about sexuality and intimacy.
These trends aren’t unique to the UK. In Germany, for example, only around half of all adults (52%) are actively against judging others on how they live. In Brazil, acceptance of other lifestyles and sexual preferences has also declined.
Engagement with corporate diversity
It’s important to add that support for corporate diversity initiatives is still relatively high.
Our data shows that 55% of all adults in Britain want to see brands do their bit to fight all forms of discrimination. Unsurprisingly, this is truer for young people aged 25-34 (66%) compared to those aged 55-64 (50%).
But by comparison, when it comes to brands highlighting inclusion and diversity in their ads, under 30% of adults are actively interested.
Engagement among younger adults is much more positive, but older adults show more indifference, more outright disagreement and less support. In fact, just 12% of those aged 65+ want to see emphasis on inclusion and diversity in advertising.
And the same trend tracks into purchasing decisions — younger people are far more likely to prefer to buy from brands that emphasise diversity and inclusion in their ads, while older adults are far less likely to engage in this way.
Across the board, audiences are wary of inclusivity that lacks authenticity.
High profile missteps illustrate the risks — like Bud Light’s partnership with Dylan Mulvaney in 2023. Although the initial campaign was targeted for criticism, it was the brand’s uncertain response which lost trust across audiences.
Resetting the approach to diversity and inclusion
Overall, consumer views towards inclusivity and diversity are nuanced, and driven by a range of factors, but there is a clear shift towards some audiences becoming less tolerant of others.
All of this should lead brands and organisations to reassess how they approach consumers on the issue of diversity and inclusion.
Nobody wants to see brands choose silence on important issues — especially in our rapidly changing world.
In recent years businesses have made a huge impact, and they can continue to do so long into the future, through smart campaigning, equitable representation, and financial muscle.
Instead of retreating into our shells, the starting point needs to be better use of data tools and insight to get under the skin of what consumers are really thinking and doing.
By understanding the circumstances, attitudes, and behaviours of any given audience, we’ll be better placed to take an authentic, impactful, and long-standing stance on some of the most important issues facing us today.
Rachel Macey is managing director of Kantar Media TGI UK & Europe.