erspective-Broadening Stats About Diversity & Inclusion in Marketing for 2023 //

Ava Duvanay, an American filmmaker, once stated, “When it comes to diversity, there’s no box to check.” It’s a reality that must be felt deeply and held in high regard by everyone.

While I wholeheartedly agree with the statement, I also recognize that there needs to be a structure and perhaps even checklists in place from a marketing and business perspective to create a culture, brand voice and community around the concepts of diversity, equity, inclusion.

These efforts are becoming more important each year for business health and society. We have many resources to help improve diversity, equity and inclusion (DEI), and we are adding another: this list of DEI stats, findings from studies, and key takeaways, to help you.

• Broaden your perspectives.
• Your strategy should be based on diversity and marketing.
• Establish stronger relationships with all segments of your target audience.

Table of Contents

Jump to the statistics about:

• 
  A growing minority consumer market
  
• 
  The effect of inclusive advertising
  
• 
  Social issues
  
• 
  The Black consumer group
  
• 
  Hispanic consumers
  
• 
  The LGBTQ community
  
• 
  The Asian American Pacific Islander community
  
• 
  The multi-cultural women’s community
  
• 
  Accessibility for marketing
  

Statistic about the increasing power of minority consumers

These statistics can be used to gauge the power of minorities among consumers, such as Hispanic, Black and Asian American groups.

• The white population has declined by 2.6% in the last ten years, while the population of people who identify as Black or multiracial and Hispanic grew ( NY Times ).
• According to the Census Bureau, non-Hispanic whites will make up less than half the U.S. population in 25 years ( Forbes).
• The U.S.’s minority groups are gaining more purchasing power. It reached $4.2 trillion in 2020, and will reach $7 trillion by 2025 ( Intelligence).
• Multicultural consumers are younger than non-Hispanic Whites. Hispanics have a median age of 30, while Blacks have 35 and Asian-Americans 38, respectively. Non-Hispanic whites have 44 ( Forbes).

The takeaway. While it is important to adapt your marketing content to appeal to different groups of people within your target audience, these statistics show that it is also more practical.

Statistic about the effect of inclusive marketing on consumers

These inclusive marketing statistics are based on a variety of studies by Google, Deloitte and Microsoft, as well as Facebook (Meta) and others.

• 64% of respondents said that they took action after seeing an advertisement they thought was inclusive or diverse ( Think with Google, 2019). This percentage is higher for specific groups such as Latinx+ (85%), LGBTQ (75%), Black (79%), Asian/Pacific Islander (77%) and Millennial (77%), respectively.
• A June 2020 survey revealed that 42% of Americans want more racial diversity to be used in advertising (Statista).

• The same study found that 55% of 18-34 year-olds desired more diversity in advertising, as opposed to 32% of 65+-year-olds (Statista).

• Microsoft’s study showed that inclusive ads drove 23 percent more purchase intent. No matter if the person who saw the advertisement was actually there, the ads drove a 23 pt increase in purchase intent. The Caucasians had the highest lift (+38 pt), compared to women (+26), men +18, and ethnic minorities (+11pt).

• Facebook discovered that online campaigns with a greater diversity of representation were more likely to be remembered in 90% of simulations.
• 54 percent of the Facebook survey respondents said that they don’t feel culturally represented online. 71 percent expect brands to promote inclusion and diversity in online advertising ( Facebook).
• Polled consumers indicated that 59% are more loyal to brands that promote diversity and inclusion through online advertising. 59% said that they also prefer brands that support diversity and inclusion ( Facebook).

• Two-thirds of Americans believe their social values influence their shopping decisions (McKinsey 2021).
• 45% of Black consumers believe that retailers should support Black-owned businesses. (McKinsey, 2021)

• The “Inclusive Customer” is 1.8x more likely than any other buyer to search for Black-owned brands and 1.4x more likely to look for small businesses that can support.

The conclusion: Although consumers might not be critical of a brand’s inclusion in its marketing collateral they will still appreciate, trust and engage with a brand that does. The Inclusive Consumer can also be a valuable resource in building a community of inclusion, equity, diversity and inclusion around your brand by actively seeking out support minorities businesses and causes.

Statistics on business involvement in social issues

These stats show how consumers feel businesses should approach issues such as sustainability or economic inequality.

• 68% of consumers believe that CEOs should take over when the government fails to fix social problems ( Edelman Trust Barometer 2021).
• Customers think that businesses don’t do enough to address social issues such as climate change (52%), economic inequalities (49%), workforce reskilling (46%), and trustworthy information (42%). Edelman 2022.

• One study found that 94% of Gen Z respondents expected companies to stand on important social issues. Additionally, 90% said they would be more inclined to buy products they consider beneficial to society ( Deleitte, 20222).
• When making purchasing decisions, consumers aged 18-25 take more notice of inclusive advertising than those 46+. (Deloitte, 20222).
• 57% of consumers are more loyal brands that dedicate to social justice in their actions ( DeLoitte 2022).

Takeaway:It might be worthwhile to conduct a survey or poll to find out what societal issues are important to your target audience. Also, it may help you to understand their expectations of your brand. This will help you avoid making mistakes in marketing and possibly even lead to a creative marketing campaign.

Statistics on the perspectives of minority consumers

These statistics will help you gain a better understanding of how certain minority groups perceive and experience diversity marketing efforts.

The Black community

• One in three Black consumers is skeptical about the motives of social media-run companies that launch Black History Month promotions and campaigns ( Insider Intelligence 2022).

• Black correspondents stated that they are more likely to buy from (69%), actively seek out (69%), return to (66%), or recommend (65%) brands whose ads positively reflect their race/ethnicity ( Thinking With Google, 2019).
• Only 38% of Black consumers believe brands understand them on average ( My code Media).
• 58% of Black customers believe it is important for brands to understand them ( My Code Media).
• 78% of Black adults believe online racial hatred is a serious problem.

Hispanic communities

• Hispanics make up 18.7% of US citizens, but only 6% of total advertising spend ( insider Intelligence 2021).
• 54% of Hispanics believe they have more influence over social issues by buying brands than they do with their votes, which is higher than the average for other demographics. (Edelman Trust Barometer, 2021)
• The economic downturns have been particularly severe for the Latinx community since January 2020. Yet, 56% of Latinx people are optimistic about the future, more than any other ethnic group. (Edelman Trust Barometer, 2021)
• Four out of ten Hispanic adults believe that brands and companies are very familiar with them, but only four percent. They believe brands in the consumer electronics sector have the best understanding, while those in auto industries have the worst ( My code Media).

• Seven out of ten Hispanic adults trust brands and companies more ( My Code Media).
• Hispanic adults are 2.5 times more likely than nonmulticultural adults to express their desire to identify more with people from the’mainstream’ and 3.2x more likely to state that they need more diversity from the mainstream’ ( My code Media).

The LGBTQ community

• 76% of LGBTQ community members feel more positive about organizations that sponsor events and organizations for the LGBTQ community ( CMI).
• 71% of LGBTQ community members will purchase from a company that promotes and does outreach to the LGBTQ community ( ).
• 69% of LGBTQ community members are more positive about companies that advertise in the LGBTQ Media ( CMI).
• 67% of LGBTQ-supportive businesses have made a positive impact on their LGBTQ employees ( ).
• Openly supporting LGBTQ legislation is the top indicator that a company supports the LGBTQ community, followed by speaking out against discrimination of transgender/nonbinary community members., supporting programs for LGBTQ youth, donating money to LGBTQ non-profits, creating advertisements featuring LGBTQ imagery, and sponsoring local Pride celebrations (CMI).
  
• Only 53% believe that corporate presence at LGBTQ Pride Events is a positive thing for the LGBTQ community. Only 27% of those aged 18-34 agreed, while 74% of those 55 and older agreed ( ).

• Non-LGBTQ customers are more inclined to buy from companies that feature LGBTQ people in their ads ( GLAAD).

• 77% of non-LGBTQ people are more positive about brands that include LGBTQ people (
  
  GLAAD
  
  ). These statements are true:
  • Support LGBTQ rights (86%)
  • All types of customers can be served (85%).
  • All kinds of diversity are valued (82%)
  • Respect all employees (82%)
  • Recognize that LGBTQ and other minorities deserve to be recognized (77%)
  • Socially responsible (76%)
  • Leaders in business (69%)
  • You will feel better buying products from them (68%)

• Non-LGBTQ persons who were exposed to LGBTQ people through the media were 38% more likely ( GLAAD) to be more accepting of and supportive of LGBTQ people on average.

• Respondents from LGBTQ indicated that they are more likely (68%) to buy from and trust (71%) brands whose advertising positively reflects diverse sexual orientations ( Thinking With Google, 2019).
• 71% of LGBTQ respondents stated that they would be more inclined to interact with online ads that accurately represent their sexual orientation ( Thinking With Google, 2019).
• 67% of LGBTQ respondents stated that they feel more positive about brands that advertise that shows men and women share the same abilities and roles ( Thinking With Google, 2019).

Asian American and Pacific Islander community

• One-tenth of the U.S. populace is Asian American and Pacific Islander (AAPI), but it nearly doubled between 2000 and 2019 and is expected to be the largest cohort of population by 2060 ( My Code Media).
• AAPI consumers’ economic strength is growing faster that the country as a whole ( My Code Media).
• On average, only three out of ten AAPI adults believe brands and companies fully understand them. They rated consumer electronics as having an “above-average understanding”, and financial services as having the least ( My code Media).
• Seven out of ten AAPI adults trust brands and companies more ( My Code Media).
• Only 33% of AAPI adults can identify with culturally relevant creators ( My Code Media).
• Hispanic adults are 2.8% more likely than nonmulticultural adults to express their desire to identify more with “mainstream” creators, and 2.9% more likely to state that they need more diversity from “mainstream creatives” ( My code Media).

Multicultural female community

• One fifth of American women are multicultural, and this percentage is increasing while non-multicultural women’s shares are declining ( My Code Media).
• Multicultural women are more likely to pursue higher education than they were a decade ago ( My Code Media).
• Overall, women make up more that half of the U.S. populace and influence or control 85% of consumer spending ( My Code Media).
• On average, only four out of ten multicultural women believe that brands and companies fully understand them. Consumer electronics is the industry with the best understanding, while auto ( My Code Media) is the least understood.
• Seven out of 10 multi-cultural female adults believe brands or companies are more trustworthy and more likely to purchase from them ( My Code Media).
• Only 4 out 10 AAPI adults can identify with culturally relevant creators ( My Code Media).
• Multicultural women are three-times more likely than multiracial men to identify with someone’s gender in describing culturally relevant ads ( My Code Media).
• More than five out of 10 multiracial women believe it is important that advertising demonstrates a clear stance about issues they care about ( My Code Media).
• Culturally relevant creatives are 21% – 76% more compelling to AAPI, Black, or Hispanic women.
• Hispanic adults are 2.8% more likely than nonmulticultural adults to express their desire to identify more with “mainstream” creators, and 2.9% more likely to state that they need more diversity from “mainstream creatives” ( My code Media).

The first step is to reach the targeted minority groups in your target audience. To ensure that you connect with these groups in a meaningful way, it takes a consistent, holistic, and structured approach.

Marketing statistics that are accessible

• The World Health Organization reports that globally, 15% of the population lives with a disability.
• 26% of Americans live with some form of mental or physical disability ( CDC). Types of functional disabilities include mobility, cognition and independent living.
• Deloitte discovered that high-growth brands with an annual revenue growth of at least 10% are more likely to establish key performance metrics for DEI goals than their lower-growth counterparts.
• 69% of marketers believe providing accessibility features is essential to execute successful marketing campaigns ( Capterra).
• 83% of marketers believe their company provides greater accessibility in digital marketing ( Capterra).
• Only 35% say that their company accounts physical ability in marketing to consumers ( Capterra).
• Nearly half (49%) say social media is the most difficult platform to access ( Capterra).

Check out our tips to make social media easier.

• 18% of marketers rate the company’s vision, hearing, and mobility features as ineffective ( Capterra).
• Half of marketers (50%) do not know that the U.S. has a law that requires federal websites to be accessible and safe for people with disabilities (Section 508. Capterra).

• Marketers believe that their company is more likely (66%) to offer visual (56%) and hearing (56%) accessibility features, than cognitive ones. Although they believe hearing and visual disabilities are more common than cognitive disabilities, the truth is that cognitive impairments are 10.8% higher than hearing (5.9%), and vision (4.6%) ( Capterra).

• Marketers believe that accessibility training or education would encourage their company to take a proactive approach in improving accessibility. 45% of them agree. One in four marketers believe that the greatest obstacle to achieving accessibility is lack of staff and technology ( Capterra).

These are more statistics from Monsido about website accessibility.

• 90% of websites are not accessible to persons with disabilities who use assistive technology ( AbilityNet).
• 98% of home pages are prone to WCAG 2 errors, with low contrast being the most frequent (86.3%) ( ).

• People with disabilities spend half-trillion dollars each year ( UseableNet).
• 82% of respondents said they would return to a company that offers an online experience ( click-Away Pound).
• Blind people abandon two out of three ecommerce transactions due to lack of accessibility (US Department of Commerce).
• Companies without accessible sites lose $6.9 Billion annually to their competitors (US Department of Commerce).

Takeaway Creating a website that is ADA compliant should be a priority for your company, but it shouldn’t be the only effort you make to reach out to those with disabilities within your target audience. Make sure you are knowledgeable about the types of disabilities your customers have and include your knowledge in your social media, email and events.

The post 76 Perspective-Broadening Stats About Diversity & Inclusion in Marketing for 2023 appeared first on WordStream.