Exploring the Data Behind Shark Week’s Top Advertisers and Partners: A Datacenter Weekly Report
Amazon leads in Kantar’s Brand Inclusion Index
According to Kantar’s new Brand Inclusion Index, Amazon has been ranked as the top brand for diversity, equity, and inclusion (DEI) in the United States. This index focuses on consumer perception of a brand’s DEI strategies and how it impacts their buying decisions. Nike and Disney follow Amazon in the rankings.
Insights: The report mentions that one consumer praised Amazon for its commitment to serving all customers and not resorting to virtue signaling. Kantar’s score is based on the perceived impact of a brand, which can range from negative to positive. The survey was conducted with 1,000 adults in the UK and 2,500 in the US in April.
Context: Interestingly, Nike was recognized as the top brand for DEI efforts by consumers without any prompting from the researchers. Kantar highlighted that only 60% of respondents in the US were able to nominate a brand for its DEI progress without assistance. Many of those who voted for Nike shared their perception of fairness and the brand’s history of inclusive marketing.
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Perspective: The Kantar Brand Inclusion Index sheds light on how consumers perceive brands’ efforts in diversity, equity, and inclusion. Amazon’s focus on serving all customers and avoiding virtue signaling has resonated positively with consumers. Nike’s recognition as the top brand for DEI efforts, without any prompting, reflects the brand’s long-standing commitment to fairness and inclusive marketing. This data offers valuable insights for brands aiming to enhance their DEI strategies and better connect with their target audience.
