Customers value genuine DEI commitments from brands and can spot fake allies, research shows

Companies are increasingly showcasing their support for diversity, but this can backfire if consumers perceive tokenism, according to a recent analysis. Influencer marketing is a key channel for brands and consumers to interact, and minority representation among influencers is one way a company can display its commitment to DEI. Researchers collected data from the platform X, formerly known as Twitter, and found that brands with either very low or very high levels of minority representation among influencers experienced higher consumer engagement. Brands with moderate levels of minority representation saw a dip in engagement, particularly for large companies and those that demonstrated a prior vocal commitment to DEI initiatives. High minority representation convinces consumers of a brand’s genuine commitment and effort. DEI initiatives from brands often provoke mixed reactions from consumers, and it’s important to understand why. Brands should avoid taking moderate stances and instead adopt a clear position on DEI. Consumers had stronger reactions to brands’ diversity efforts when those brands had previously expressed strong support for DEI. More research is needed to understand how consumers respond to diversity messaging from brands. Factors such as political polarization and the visibility of consumption could explain the longevity of boycotts.