Diversity Equity & Inclusion
The Business Case For Diversity, Equity And Inclusion( DEI)
By Simiso Ncube and Brenda Lugwe
Simiso Ncube
There is a valuable opportunity for brands to drive inclusivity by raising awareness, addressing systemic inequalities, and creating products, services, and experiences that serve all segments of the population, especially underrepresented communities.
Discrimination, while a complex and serious issue, can also be reframed as an opportunity for brands to make a lasting, positive impact and communicate their Meaningful Difference. For brand managers, this means stepping into a leadership role by ensuring that your brand’ s offerings, whether they be products, services, or marketing campaigns, are accessible, equitable, and inclusive for all by considering the unique barriers underrepresented groups in Kenya face with regards to representation, education, healthcare, economic opportunities, and even access to everyday products and services.
By not only considering but incorporating the diverse needs of people, both physical and social, brands have the opportunity to lead the way in driving meaningful, positive change that resonates with consumers, builds brand loyalty, improves market penetration, and fosters long-term brand advocacy.
This context of inequality between groups is reflected in Kantar’ s Brand Inclusion Index( BII), which surveyed the underrepresented in 18 countries globally. The research revealed that African consumers experienced the most discrimination. In Kenya, from a nationally representative sample of 1,011 with inclusive demographic quotas based on gender, age, disability( individual and household), socioeconomic, geographic, and others, 74 % reported having experienced discrimination within the past year. Of this, 77 % report it happened in situations when they were potentially in touch with a brand. In a year marked by economic pressures, rising taxes, antigovernment protests, and severe weather events, Kenyans are feeling the strain. South Africa and Nigeria also recorded high levels of discrimination, 75 % and 72 % respectively.
It is no surprise then that Diversity, Equity, and Inclusion( DEI) values most strongly resonate with African consumers. 85 % of Kenyans, 80 % of South Africans, and 79 % of Nigerians said,“ It is important to me that the companies I buy from actively promote diversity and inclusion in their own business or society as a whole.” This is versus a global average of 75 %. African consumers expect brands to step up.
But while these statistics illustrate a clear and pervasive theme, there is also a remarkable opportunity for change. Kenyan consumers, more than the other African countries surveyed, are calling on brands to step up. 66 % of Kenyans stated that a brand’ s commitment to DEI influences their purchasing decisions. For brands, this means that by championing DEI, they can not only meet the expectations of today’ s conscious population but also actively shape and uplift the societies in which they operate. Brands that are known for their DEI efforts foster greater brand love, build stronger loyalty, and gain positive brand associations, a crucial business advantage in driving consideration and future usage.
The business case for DEI
The business case for DEI is robust. At its core, DEI is about creating environments that are fair, welcoming, and supportive. Diversity encompasses different backgrounds, perspectives, and experiences, whether in race, ethnicity, gender, age, ability, religion, or socioeconomic status. Equity focuses on ensuring fair treatment and opportunity for all by removing systemic barriers that often exclude marginalised groups. Inclusion, meanwhile, ensures that everyone can participate fully and feel a sense of belonging, respect, and value.
In an African context, the need for DEI is especially pronounced. The continent is home to countless languages, ethnicities, and customs. Kenya itself is home to more than 42 distinct ethnic groups. This diversity should be celebrated and represented, yet in practice, it has often been a source of tension, especially regarding representation in government, business, and media. People are now turning to brands to bring important conversations to the forefront of public discourse, amplifying the voices that might otherwise go unheard. Emerging trends signal an evolving relationship between brands and consumers. Younger consumers, particularly Gen Z’ s( who all but demand brand engagement in societal issues) are challenging the status quo unilateral relationship to a bilateral partnership.
Through advertising, business practices, and inclusive policies, brands can challenge these issues, using their reach to raise awareness, shift attitudes, and address the needs of underrepresented groups. People want to see parts of themselves in the brands they choose and ultimately love.
Our analysis revealed a compelling insight: the brands recognised as top performers in DEI are also leaders within their respective categories. Here are five ways you can approach DEI.
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