U.S. HISPANIC
Cultural Inclusion Accelerator (CIA) Report Found 83% of Consumers Showcase Market Acceptance of Inclusive Marketing
21 de noviembre de 2024
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More than 8 in 10 consumers are comfortable or neutral on inclusive marketing practices, according to a new report where more than 12,000 consumers were surveyed.
Conducted by the Cultural Inclusion Accelerator (CIA) and released in partnership with the Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM), the “Consumer Sentiment on Inclusive Marketing & Diversity Efforts” report dissects consumers’ current perceptions around inclusive marketing and diversity practices.
According to the study, for every consumer who opposes brands that genuinely represent all consumer groups in ads, there are nearly 5.2 consumers who would support the brand, an increase from 4.6 consumers in 2023.
“The message from consumers is clear,” said Lisette Arsuaga, Co-Founder of AIMM, CIA, and DMI-Consulting. “Brands that visibly commit to inclusive marketing and diversity, especially in the face of public scrutiny, not only gain consumer loyalty but build brand resilience. Our research confirms that stepping back from inclusive initiatives poses a significant brand risk, while those who embrace these principles solidify their place in consumers’ lives – leading to business growth.”
“The market has moved decisively from accepting inclusion to expecting it, from viewing diversity as an initiative to embracing it as standard practice,” said Carlos Santiago, Co-Founder of AIMM, CIA, and Santiago Solutions Group. “For today’s businesses, inclusive advertising, equitable treatment of workforce and consumers, and diverse talent practices aren’t optional strategies – they’re essential for sustainable growth.”
The CIA study engaged a fully representative and projectable random digital panel survey with a total sample of 12,412 consumers surveyed between October 24 and November 4, 2024. The survey was split into four sections of 3,311, 2,409, 2,398, and 4,294 respondents to reduce respondent bias and reduce the overall interview length. Results were aligned with the U.S. Census breakout of region and generation. For each segment, results were also weighted by income and education to ensure precise representation and projectability.
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