Consumers demand diversity, inclusivity: report

They are buying from brands that support their values.

Brands should support causes that call for diversity, equality and inclusion (DEI) as consumers demand equality and women support brands that align with their values and whose product creates a positive impact.

In a report, Euromonitor International identified “she rises” as one of the consumer trends as female empowerment cannot be ignored and gender equity presents opportunities for market players and employers.

“Women are proactively breaking stigmas and challenging biases on a regular basis. They’re defying societal norms and stereotypical roles while asserting their authority. Female shoppers want fair representation,” the report read. 

“They buy from brands that advocate for the cause and personalise products to their size, age or life stage. In the workforce, women expect employers to set equal standards. Resources, benefits and flexibility should cater to their wellbeing,” it added.

READ MORE: Consumers give more weight to emotional benefits in purchases: report

For example, fashion companies are expanding their product ranges to include more body types and age groups. Food supplement manufacturers may develop formulations that will provide the nutrition needed during pregnancy, postpartum, and menopause.

DEI should also be integrated into the workplace with a focus on improving work conditions.

“Regardless, gender inclusive products are becoming a standard. Review your marketing, messaging and product line, and find opportunities to position your brand on the side of She Rises,” she said.

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