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Why British Gen Z Love DEI

British Gen Z care deeply about DEI, more so than their other Western European peers, and this has real-life implications for brands…

Written and Edited by the YPulse Editorial Team

Jul 30 2025
Western Europe

KEY TAKEAWAYS

British Gen Z are more likely than their European peers to say that DEI initiatives and programs are important to them
These young consumers won’t think twice about boycotting brands that cut their DEI efforts
British Gen Z want to celebrate diversity represented in ads, too: four in five think advertisers should try to represent all races in their marketing campaigns

Diversity, Equity, and Inclusion (DEI) has been under the spotlight in recent months after the Trump administration took a hard stand against these programs in the U.S. But the repercussions of the DEI backlash in America were felt in Europe, too. And while countries such as France and Belgium have actively criticized the U.S. for dropping DEI efforts and reaffirmed their commitments to their own, there’s been rumors that a “Trump-style DEI crackdown” could happen in the old continent, too. YPulse recently dug into the topic in its DEI Division trend report to help brands understand exactly how Gen Z...