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Some BIPOC consumers are still skeptical about brands’ diversity and inclusion efforts.

Jan 11 2022

Some BIPOC consumers are still skeptical about brands’ diversity and inclusion efforts. According to a Horowitz Research State of Consumer Engagement 2021 study, 58% of consumers say that brands are offering consumers “more ads featuring diverse people, lifestyles and cultures,” while half of consumers feel like they are seeing “more companies making a sincere effort towards diversity, equity, and inclusion (DEI) in their business practices because they really want to do better.” However, the survey also found “widespread skepticism,” with two in five consumers—including 41% of Black, 38% of Asians, and 37% of Latinx/Hispanics—saying they are seeing more “companies that are insincere in their efforts towards DEI because they just want to get more business.” The research noted that “companies must step up to the plate if they don’t want to be perceived as performative and pandering.” YPulse’s Representation in Action trend research found that 61% of 13-39-year-old BIPOC consumers think advertisers who show diverse race groups are just doing it for the publicity—and we have also warned that brands need to pay attention and be authentic in their marketing, especially when it comes to topics related to diversity and inclusion. (TV Technology)