The news: Verizon announced the results from the adoption of its Responsible Marketing Action Plan (RMAP) one year ago, saying the effort drove change in diversity, equity and inclusion (DEI).
Beginning from within: One Verizon objective was to build an inclusive work environment and retain diverse talent. Data for Q4 2021 demonstrated that among Verizon’s combined marketing and agency teams, 39.3% were people of color and 51.7% were women, increases from 37.1% and 50.9% in Q4 2020.
Zoom out: Increasingly, consumers want to invest in companies that invest in DEI initiatives and are transparent about their success or failure.
Consumer insight: Over half (51%) of US adults are much more/more likely to support a company that makes public commitments to diversity and equality, outnumbering those who dislike these pronouncements by a three-to-one margin, per ThinkNow.
DEI gone awry: While true commitment to DEI is a net positive, brands have taken missteps with some misguided attempts to curry consumer favor.
The big takeaway: With brands like Sephora seeing 96.8% positive feedback on their DEI campaigns, companies are increasingly confident that committing to DEI initiatives is the way to go.