Minority consumers more likely to support companies with DEI programs
As some major retailers and brands pull back on diversity, equity and inclusion (DEI) programs, some consumers are changing their shopping habits accordingly.
A recent survey from Collage Group first reported by marketing research outlet Quirk’s Media reveals that half (49%) of all consumers agree with the statement, "I am more likely to consider purchasing a brand that supports causes I care about." This sentiment is even stronger among Black (56%), Hispanic (57%) and LGBTQ+ (71%) consumers.
A majority of black (55%), Hispanic (54%) and LGBTQ+ (73%) consumers are more likely to consider purchasing a brand that supports diversity and inclusion, compared to just 36% of white consumers. Trust is a significant factor with 46% of Black and 55% of LGBTQ+ consumers who say they don't trust brands that engage in social issues if they lack internal diversity. Four-in-10 Black consumers and more than half (54%) of LGBTQ+ consumers report actively looking up a brand's DEI practices before purchasing from them.
More than half (55%) of Black consumers report a more positive feeling toward brands that continue investing in DEI, compared to just over a third (36%) of white consumers.
[READ MORE: Lowe’s to end some diversity policies]
The survey found that one-third of all consumers have stopped or reduced purchases from brands that have pulled back on DEI, while large percentages Black (45%), Hispanic (45%) and LGBTQ+ (58%) consumers say they have already reduced their spending or plan to in the next three months with brands that have cut back on DEI. Three-in-10 Black consumers and four-in-10 LGBTQ+ consumers report feeling angry when they hear about brands halting DEI efforts.
“Diversity and inclusion aren't just about corporate responsibility – it's a business imperative,” said Dave Albert, chief insights officer at Collage Group. “Companies that roll back their DEI policies must urgently consider how they will deliver authentic commitments to diversity and inclusion. The cost of not addressing this incongruence is severe – eroding trust, alienating key demographics and ultimately losing market share.”
Collage Group surveyed a sample of 1,012 adults from Jan. 31 to Feb. 2, 2025.
