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Amazon tops Kantar’s new Brand Inclusion Index

“Amazon topped Kantar’s list of the overall best brands in DEI in the U.S., followed by Nike and Disney,” Ad Age’s Adrianne Pasquarelli and Maia Vines report, referencing Kantar’s new Brand Inclusion Index, “which focuses on consumer perception of a brand’s diversity, equity and inclusion strategies and how that influences their buying decisions.”

The details: “In the report, one surveyed consumer cited Amazon’s focus ‘on doing business for all customers’ and its ‘not choosing to virtue signal’ as a reason for its high ranking. … Kantar based its score on a brand’s perceived impact, ranging from negative to positive. The company surveyed 1,000 adults in the U.K. and 2,500 in the U.S. in April.”

Essential context: “Unaided by researchers, Nike was voted as the top brand consumers could nominate for its DEI efforts,” Pasquarelli and Vines add. “Kantar noted that just 60% of U.S. respondents could nominate one or more brands making DEI progress without a prompt. Among those who voted for Nike as the top brand, many noted perceived brand values such as fairness and Nike’s history of inclusive marketing.”

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