As more companies aim to become more diverse, search trend data collected by Instant Offices shows there’s been a global spike in searches for ‘diversity and inclusion manager’ over the last 10 years, with interest in the term growing by 122 per cent since 2010. There has been an even more significant jump since 2004, with searches for ‘diversity and inclusion manager’ growing 200 per cent in 2020.
In recent years the younger workforce has been leading the way, but it seems that older generations are also waking up to the importance of diversity and inclusion. Reports show that the majority of people across all markets, age groups and incomes say they must be able to trust a brand to do what is right.
The number of consumers making their purchasing decisions based on personal beliefs and values has risen significantly. In 2019 over half of the consumers (64%) were belief-driven buyers across eight highly influential global markets.
An Edelman report on brands and trust has revealed that 69 per cent of consumers want to support brands that express their values, and are more likely to trust brands that are more committed to being involved in societal issues.
More recent insights on brands and belief:
• 53% of buyers agree – every brand has a responsibility to get involved in at least one social issue.
• 49% say brands can do more to address and solve social issues than the government.
• 56% say that too many brands are ‘trustwashing’ – using societal issues to sell more of their product, rather than backing up their message with tangible action.
Four Tips for a More Diverse Company
- Ensure you have a diverse pool of candidates when interviewing for positions at your organisation.
- Encourage conversations around diversity and look for ways to address a lack of diversity in your company.
- Work towards creating a workplace culture where people from all backgrounds feel comfortable and safe.
- Look for ways to partner with other companies that are known for diverse leadership.
Social responsibility benefits employers and employees alike, and if the latest stats are anything to go by, it’s likely to see more and more companies catering to belief-driven buyers in the years to come.
