67% of consumers would make second purchases from brands committed towards diversity and inclusion

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2020, 11:52 AM UTC

Investing in diverse, inclusive, and socially conscious marketing strategies can reinforce customer relationships , as per Top Design Firms.

Consumers (64%) are somewhat likely to purchase instantly after seeing diverse and inclusive ads. 73% of consumers aged 18-34 are more likely to buy immediately after seeing diverse and inclusive ads.

Of those polled, 67% of consumers would “somewhat likely” make second purchases from brands they believe to be devoted towards diversity and inclusion. Further, 34% would consider commitment towards diversity and inclusion in final buying decisions for brands with similar products.

However, only 35% of non-white consumers saw their race being frequently represented in ads in the past month. Also, only 29% of non-white consumers feel their race was accurately represented in ads. Brands must prioritise diversity and inclusion to build trust with consumers.

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