Overview

The Brand Inclusion Index 2024 from Kantar measures how consumers perceive brands’ diversity, equity, and inclusion efforts across four key dimensions. Drawing on feedback from more than 20,000 consumers in 18 countries, the study captures experiences across identities—including race, gender, sexual orientation, disability, and socio-economic background.

The findings show that DEI strongly influences consumer behavior: nearly 80% of people say a brand’s inclusivity shapes their purchasing decisions, especially Gen Z, Millennials, and consumers in emerging markets. The research also highlights persistent discrimination in commercial and workplace settings.