Over One-third of LGBTQ+ Consumers Boycott Brands Not Committed to DE&I, Study Shows
September 20, 2023More than a third (37%) of consumers from the LGBTQ+ community boycott brands that are not committed to diversity, equity and inclusion (DE&I), revealed a new study.
The figures are even higher for consumers from an ethnic minority group, with almost half (47%) of consumers from a Black background boycotting brands with questionable ethics, according to the latest study into intersectionality by global market research agency Savanta.
Image credit: Pexels
Researchers asked more than 5,000 participants across the US and Europe about their lived experiences to understand the discrimination felt by consumers, in an effort to raise awareness and fuel inclusivity from brands. In the UK alone, nearly three in 10 (28%) UK adults are unwilling to buy from brands that are not committed to diversity, equity and inclusion (DE&I), revealed a new study. However, the figure is much higher for those from marginalized communities, with under-represented customers more likely to shop elsewhere to avoid contributing to behaviours or causes they disagree on.
While price, quality and design remain the most important factors in purchase decision making, it is clear that ethical consumerism is gaining momentum. Nearly one in five (23%) of consumers feel more negative towards a brand that remains silent at an important social moment, increasing to 41% amongst people from Black backgrounds and 35% amongst the LGBTQ+ community.
But it is not only speaking out and supporting different communities or under-represented groups that matters to consumers. Two in five (38%) of consumers will not buy from brands that do not treat their workers fairly, increasing to nearly half (48%) of people of color, which includes those from Black, Asian Middle Eastern, Romany and Traveller backgrounds, and 43% in the LGBTQ+ community.
As well as avoiding brands that do not live up to their expectations on DE&I matters, many consumers are actively seeking out retailers, stores and brands that align with their values, particularly if they are from minority group. For example, two in five (39%) of people with a Black background prefer to shop at minority-owned businesses; that more than double those from a Caucasian background (16%) – along with 30% of those who belong to the LGBTQ+ community.
Commenting on the study, Savanta’s VP of Client Development Sadia Corey, said: “Consumers are increasingly including brand behaviour and ethics in their criteria for making purchasing decisions. Brands need to deliver authentic and inclusive brand experiences to maintain relevance, market share and the opportunity to create a lasting impact and genuine connections with consumers. Many want to support both the communities they belong to and other under-represented groups, and brands that fail to recognize the importance of intersectionality will lose out as ethical consumerism continues to grow.”
Check out the full report here.
Keep up to date with the latest myGnews