The business case for DE&I in marketing

At Creative Equals, we exist to deliver the new ROI: the Return on Inclusion. This ROI matters to our people, it builds trusted brands, shapes creative excellence and effectiveness, drives social impact, and delivers results.

Inclusion matters more than ever, with a divided society, shifting demographics and an ageing population, with the over 60s set to increase from 14% to 22% of the world's population by 2050. There is also a much-reported pushback against DEI, but studies show that in volatile times, brands that uphold their DEI win:

For every 1 consumer rewarding brands that back down from DEI positions due to criticism, there are 4 to 5 consumers who would reward brands that uphold their DEI values in the face of criticism. 

Investing in inclusion is imperative for brands, to future proof and thrive in a shifting social landscape; Your employees and your audiences expect companies to profit and have a social impact. And progressive, inclusive marketing is for ALL brands.

This is the business case for DE&I in marketing:

  • 3.5% uplift in immediate sales

  • +16.3% greater in long-term sales impact, when compared to less progressive advertising

  • +29% consumer loyalty

  • Brands with more progressive advertising are rated +9.8% more meaningful and

  • +11.8% more differentiated by consumers

  • Consumer intent to repurchase (brand loyalty) is +42% for brands with more progressive advertising, with 52% pricing power

(Source: The Unstereotype Alliance)

Brands that can activate DEI authentically and in a culturally relevant way are winning with audiences

Take our client Nurofen as an example:

  • Nurofen pledged “to make a difference, to do all we can to help make women's pain visible.”

  • The ‘See My Pain’ campaign was part of a wider purpose-led platform and long-term initiative to help close the gender pain gap.

two women either side with 'See my pain' underneath. Over 1 in 2 women feel their pain was ignored or dismissed because of their gender. The Neurofen logo is underneath.

The results? The most engaging campaign Reckitt has done on YouTube in the UK, ever, with 200% higher VTR than benchmarks.

  • Nurofen grew market share by 1 pp in a category down 3% YoY

  • They secured £3m funding from the NHS for gender pain gap training for GPs

  • ‘Gender pain gap’ is now the fastest growing medical term on Google

See the whole campaign on https://www.nurofen.co.uk/see-my-pain/

Keep a look out for our next blog as we discuss how cultural fluency can unlock growth opportunities.

Want to know more about how we create growth through DE&I? Get in touch now.

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