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Diversity, Equity, and Inclusion: Key insights, data and solutions

Diversity, Equity, and Inclusion: Key insights, data and solutions

Here’s a selection of Ipsos' latest and greatest insights and data on DEI for business leaders, policymakers, advertisers, and insights professionals

17 July 2024

Society

How can brands and businesses do right by their employees, customers, and stakeholders? How can policymakers support their citizens? From inclusion and equity to diversity and accessibility, Ipsos has conducted in-depth research on DEI issues in the U.S. and in the world at large. Here’s a selection of key insights and findings.

Top takeaways:

DEI matters to people — and they expect brands to show leadership on big problems
- In an age of global challenges, people expect brands to make a difference on global and local issues, from equity to inclusion. 85% Americans say global or national brands should play a role in solving global problems.
The need to think about DEI is not limited to any one industry
- From retail to tech to healthcare, brands and businesses in all industries need to think about how they’ll approach accessibility and equity.
Representation in marketing has room for improvement
- Advertisements may have gotten more superficially diverse in recent years — but Ipsos analysis shows that marketers can do more to defy stereotypes and represent people of all races and genders in an authentic way.
People agree about the need for gender equality — but not on how to get there
- Almost seven in ten people (68%) across 32 countries say there is currently inequality between women and men in terms of social, political or economic rights in their country. But Ipsos data also shows that people are split on whether support for gender equality has gone too far, or not far enough.

The gaps between the real world and the ad world

While ethnic representation in US advertising is improving, disparities remain for age,
people with disabilities, and LGBTQ+ individuals: there’s a 12% shortfall in representation for people
with disabilities and a 6% difference for LGBTQ+ individuals compared to the US population. This demonstrates a real opening for brands to cast more diverse characters in their advertisements. (Read more.)

Many want brands to remain neutral on political issues

America is growing increasingly tolerant, but increasingly polarized. Where does this leave ESG and DEI initiatives? It’s important to remember that while politics are a no-go for most Americans in today’s highly polarized political environment, many feel brands and companies should bear some of the burden when it comes to solving various social problems. (Read more.)

Concern about inequality around the world skews towards the young

A majority across 29 countries (52%) agree that inequality is either the single most important or one of the most important problems facing their country, no change vs 2023. This rises to almost eight in ten in Indonesia (79%). (Read more.)

Many Americans feel key groups are underrepresented — or portrayed in a negative light — in entertainment

New Ipsos polling finds that Americans feel some groups, like white Americans, liberals, and the wealthy, are well represented and shown in a positive light across entertainment media. On the other hand, many feel people with disabilities, immigrants, Asian Americans, and trans people are underrepresented and shown in a negative light across entertainment media. (Read more.)

Backlash against gender equality most pronounced among young men

But within the generations there are differences in opinion. There is a 20-percentage point difference between Gen Z men (60%) and Gen Z women (40%) when it comes to thinking women’s equality discriminates against men. (Read more.)

LGBT+ people in our lives, around the world

Ipsos' LGBT+ Pride 2024 report finds gender, generational and geographical divides on everything from same-sex marriage to brands supporting the community across 26 countries. (Read more.)

Asian, Hispanic people more likely to view immigrants as an important part of American identity

In recent years, some groups of Americans have held immigrants as an important part of American identity more than others. Hispanic (66%) and Asian Americans (80%) are no more likely than Black and white Americans to feel that immigrants are an important part of American identity, NPR/Ipsos polling finds. (Read more.)

Non-white Americans more optimistic about their ability to succeed in life compared to their parents’ generation

Black (65%), Hispanic (59%), and teens who identify with more than one race (49%) are much more likely to feel that they will do better than their parents compared to white teens (34%). Most white teens expect to do about the same or worse than their parents. (Read more.)