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ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report

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ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report

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America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts.

In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.

America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts.

In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.

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ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report

  1. 1. June 2022
  2. 2. I N D E X CONTENTS ThinkNow conducted a nationwide online survey of American adults 18 to 64 years of age to understand the impact of companies who show a commitment to supporting diversity and inclusion. Survey Method Field Timing › Online via ThinkNow Research’s Omnibus Study › April 2021 – March 2022 Methodology Regional Coverage › National Screening Criteria › 18 to 64 years of age Base Size › 1,550 per wave 2
  3. 3. DetailedFindings 3
  4. 4. What does diversity and inclusion mean to you? Base: Total Market Diversity and inclusion means ‘racial equality’ for the majority of US consumers. In 2022, generational and differently-abled equality became less representative of diversity and inclusion as compared to 2021. 70% among LGBTQIA respondents   4 Arrows indicate significant difference of 2021 to 2022 at 95% confidence level. 67% 55% 47% 46% 42% 11% 66% 55% 41% 41% 43% 11% Racial equality Gender equality Generational equality Differently abled equality LGBTQIA equality Other 2021 2022 (n=1,550 per wave)
  5. 5. What does diversity and inclusion mean to you? Base: Total Market  Age Groups Gender Ethnicity Gen Z 18 - 22 Millennials 23 - 38 Gen X 39 - 54 Boomers 55 - 64 Male Female Hispanics African American Asians N.H. Whites (A) (B) (C) (D) (E) (F) (G) (H) (J) (K) Racial equality 68% 69% 63% 66% 65% 67% 61% 72%G 76%GK 67% Gender equality 67%C 58%C 48% 54%↑ 52% 58% 45%↓ 49% 62%GH 58%GH Generational equality 46% 43% 36%↓ 44% 41% 42% 36%↓ 38%↓ 43% 43% Differently-abled equality 48%C 46%C 32%↓ 41% 37%↓ 44%↓ 31%↓ 36% 44%G 45%GH LGBTQIA equality 38%↓ 46% 39% 45% 41% 44% 38% 36% 42% 46%GH Other 10% 9% 13% 14% 11% 11% 9% 12% 8% 11% Base Size (n=143) (n=581) (n=516) (n=310) (n=766) (n=766) (n=500) (n=250) (n=250) (n=500) Younger generations are more likely to see ‘gender equality’ as an example of diversity and inclusion. In 2022, Boomers felt more strongly towards gender equality than in 2021. 5 Letters indicate significant difference at 95% confidence level. Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
  6. 6. Much More/More Likely to Support - Net (A) (n=500) (B) (n=250) (C) (n=250) (D) (n=500) When a company makes a public commitment to diversity and equality initiatives, does that make you: Base: Total Market ------------------------- Race/Ethnicity ------------------------- 49% 57%D 55%D 52% 45% African-American and Hispanic respondents are the most likely to support a company that makes a public commitment to diversity and inclusion initiatives, which differs significantly from N.H. Whites. There is no significant difference between 2021 and 2022 results. Base Size (n=1,550) 6 Letters indicate significant difference at 95% confidence level. Arrows indicate significant difference of 2021 to 2022 at 95% confidence level. 10% 7% 13% 8% 11% 7% 7%C 8% 4% 7% 34% 29% 25% 37%A 38% AB 28% 29% 32% 32% 26% 21% 28%CD 23% 20% 19% Total Market Hispanics African- Americans Asians N.H. Whites Much more likely to support More likely to support Doesn't affect my habits Less likely to support the company Much less likely to support the company
  7. 7. 9% 11% 11% 8% 13% 7% 5% 7% 6% 6% 8% 5% 24% 31% 36% 43% EF 33% 36% 39% 27% 28% 25% 27% 29% 22% 24% 19% 19% 20% 23% Gen Z 18-22 Millennials 23-38 Gen X 39-54 Boomers 55-64 Male Female Much more likely to support More likely to support Doesn't affect my habits Less likely to support the company Much less likely to support the company Much More/More Likely to Support - Net (E) (F) (G) (H) (J) (K) Base Size: (n=143) (n=581) (n=516) (n=310) (n=766) (n=766) ---------- Gender ---------- ------------------------ Age Groups ------------------------ When a company makes a public commitment to diversity and equality initiatives, does that make you: Base: Total Market C D 61%GH 51% ↓ 47% 44% 47% 54% Gen Z is more likely than their older cohorts to show support towards companies that publicly commit to diversity and equality. In 2022, Millennials were less likely to show support overall as compared to 2021. There is no significant difference between men and women. 7 Letters indicate significant difference at 95% confidence level. Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
  8. 8. You mentioned that you are more likely to support a company that makes a public commitment to diversity and equality initiatives. Does that mean you: Base: More likely to support company 49% 44% 44% 31% 44% 47% 45% 27% Share your support on social media Spend more money at a store Go out of your way to go to a store you've never frequented Stop frequenting a store that does not publicly support diversity and inclusion 2021 2022 (n=1,550 per wave) Respondents who more likely to support businesses that publicly commit to diversity and equality initiatives would show that support in a variety of ways – including sharing their support in social media, spending more at those stores, and going out of their way to frequent those stores. 8
  9. 9. You mentioned that you are more likely to support a company that makes a public commitment to diversity and equality initiatives. Does that mean you: Base: More likely to support company Age Groups Gender Ethnicity Gen Z 18 - 22 Millennials 23 - 38 Gen X 39 – 54 Boomers 55 - 64 Male Female Hispanics African American Asians N.H. Whites (A) (B) (C) (D) (E) (F) (G) (H) (J) (K) Share your support on social media 45% 46%↓ 37% 52%C↑ 38%↑ 50%E 32%↓ 37% 36% 53%GHJ Spend more money at a store 43% 50% 47% 44% 54%F 40% 42% 46% 47% 49% Go out of your way to go to a store you've never frequented 45% 49%↓ 42% 43% 44% 47% 55%HJ↑ 40% 48% 41% Stop frequenting a store that does not publicly support diversity and inclusion 28% 29% 22% 29% 26% 27% 28% 27% 27% 26% Base: More likely to support (n=88) (n=296) (n=240) (n=137) (n=354) (n=399) (n=284) (n=136) (n=130) (n=225) N.H. Whites are more likely to say that they’d share their support on social media. Compared to a year ago, fewer Hispanics would share on social media, but more would go out of their way to support a store. Females are more likely than males to share on social media whereas males are more likely to spend more money at a store; although more males – and more Boomers – this year compared to last year say they’d support these companies in social media. 9 Letters indicate significant difference at 95% confidence level. Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
  10. 10. 15% 14% 6% 25% 15% 37% 37% 32% 53% B 36% 28% 31% 23% 17% 29% 16% 9% 27% 3% 17% 5% 8% 11%D 3% 3% Total Market Hispanics African- Americans Asians N.H. Whites 75%-100% more 50%-74% more 25%-49% more 10%-24% more 0%-9% more (A) (B) (C) (D) Base Size: (n=358) (n=119) (n=62) (n=61) (n=109) ----------------------------------------- Ethnicity -------------------------------------- You mentioned you would spend more money at a store that publicly supports diversity and inclusion. Roughly how much more would you spend? Base: Would spend more money at store 50% or more D 21% 17% 38%ACD↑ 6%↓ 20% The number of African-Americans who were willing to spend more money at a store that publicly supports diversity and inclusion increased significantly from 2021 to 2022. In 2022, this segment is more likely than other segments to be willing to spend at least 50% more at these stores. Letters indicate significant difference at 95% confidence level. Arrows indicate significant difference of 2021 to 2022 at 95% confidence level. 10
  11. 11. T I T L E H E R E 14% 17% 12% 19% 15% 16% 14% 39%E 38% 41% 36% 36% 32% 27% 30% 21% 26% 31% 39%F 10% 16% 16% 18% 13% 7% 5% 4% 5% 5% Gen Z 18-22 Millennials 23-38 Gen X 39-54 Boomers 55-64 Male Female 75%-100% more 50%-74% more 25%-49% more 10%-24% more 0%-9% more C ------------------------- Age Groups ------------------------- ---------- Gender ---------- (E) (F) (G) (H) (J) (K) Base Size: (n=37)* (n=148) (n=112) (n=61) (n=192) (n=159) You mentioned you would spend more money at a store that publicly supports diversity and inclusion. Roughly how much more would you spend? Base: Would spend more money at store *Caution: Small base size. 50% or more 39%↑ 17%↓ 21% 20% 23% 18% F Compared to 2021, significantly fewer Millennials in 2022 state that they are willing to spend at least 50% more at stores that show a commitment to diversity and inclusion. In contrast, Gen Z became more likely to do so. 11 Letters indicate significant difference at 95% confidence level. Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
  12. 12. 12 Appendix
  13. 13. Total Market Hispanics African American Asians N.H. Whites (A) (B) (C) (D) Gender Male 49% 51% 48% 47% 49% Female 50% 48% 52% 52% 49% Other (Net) 1% 1% 1% 1% 1% Age 18 to 22 9% 12%D 12%D 10% 7% 23 to 38 38% 46%D 38% 41% 35% 39 to 54 33% 30% 32% 33% 34% 55 to 64 20% 12% 18% 16% 24%AC Median age 40 36 39 38 43 Ethnicity White (Non-Hispanic) 63% 8%BC 1% 1% 100%ABC Black, African-American 12% 2% 100%AC 1% - Hispanic/Latino 19% 100%BCD 3%C - 1% Asian 6% 2% - 100%A - Region Northeast 18% 14% 17% 21%A 19% Midwest 21% 9% 17%A 12% 26%ABC South 37% 37%C 58%ACD 23% 35%C West 24% 40%BD 9% 44%BD 20%B Base Size (n=1,550) (n=500) (n=250) (n=250) (n=500) Total Market Hispanics African American Asians N.H. Whites (A) (B) (C) (D) Marital Status Single (Net) 33% 35%D 48%AD 38%D 27% Married or living with partner 53% 56%B 34% 52%B 57%B Separated/divorced/widowed 14% 9% 15%AC 9% 16% Prefer not to answer (Net) 1% 0% 3%ACD 1% 0% Education High School Grad or Less (Net) 30% 44%BCD 30%C 15% 27%C Some College (Net) 37% 31%C 46%ACD 23% 37%C College Grad or More (Net) 33% 25% 23% 61%ABD 36%AB Employment Status Employed (Net) 66% 69%BC 58% 60% 68%B Household Income Median $58K $46K $38K $78K $65K People in Household Mean 2.96 3.53BCD 2.65 2.97B 2.89 Born outside the US 15% 40%BD 8%D 55%ABD 4% (n=1,550) (n=500) (n=250) (n=250) (n=500) 13
  14. 14. Hispanics Language at Home Spanish Dominant (Net) 35% Spanish and English equally 35% English Dominant (Net) 30% Country of Origin Mexico 52% South America 11% Puerto Rico 14% Centro America 12% Cuba 7% Dominican Republic 5% Other 1% Acculturation Level Less Acculturated 28% Bicultural 43% More Acculturated 29% Base (500) 14
  15. 15. www.thinknow.com 2100 W. Magnolia Blvd. Suite A/B Burbank, CA 91506 1-818-843-0220 info@thinknow.com

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