Have a clear purpose
A well-defined purpose is crucial for DEI. When brands fail to articulate their message, they risk ambiguity and scepticism leading to negative perceptions. According to the BII report, less than 50 % of people in Kenya, see brands bravely taking a stand in support of social issues. Brands that do step up to the challenge however, set trends in their categories, and are perceived to be Meaningfully Different, providing something other brands don’ t. These brands also increasingly report stronger performance on brand, sales, and ad effectiveness measures.
Be authentic
The values of DEI must be tied to everything your brand does. When brands are authentic, they build trust, credibility, and reliability with the public, which allows them to resonate with the brand more favourably. Our research showed the highest rated brands in DEI in Kenya were those that incorporated inclusion in their brand activities via accessible distribution, inclusive advertising, diverse products tailored to meet different consumer needs as best as possible, and equitable workplace policies. Consumers expect brands, especially big brands, to approach DEI responsibly and those that overlook this step risk being seen as insincere. Safaricom has been a trailblazer in this regard continuously innovating to meet the needs of different demographics via its products and services such as‘ Pochi La Biashara’ which allows business owners like food vendors, small kiosk owners, boda-boda operators to separate their business funds from personal funds.
Maintain a long-term commitment
It must be sustainable. Consumers appreciate brands that don’ t abandon causes after short-term campaigns. Brands that sustain their commitment over time demonstrate genuine dedication which reinforces consumer trust and shows authenticity. KCB’ s commitment to women empowerment over the years is exemplified in the brand achieving a 51:49 female to male split in its workforce. Moreover, the brand supports women owned and run enterprises through targeted funding and mentorship initiatives like their‘ Female Made and Led Enterprises’ programme.
Be responsive to feedback
Not every strategy will be well perceived. But brands can learn to navigate the landmine of criticism better whilst sticking to their core values and reasons behind their DEI activities.
Maintain relevance
Addressing real world concerns when they happen can help build stronger connections. Brands able to act swiftly during critical moments demonstrate commitment and genuine concern, thereby increasing brand credibility and love. The anti-finance bill protests in Kenya sparked numerous conversations on the role brands play in society. Some brands that were brave enough to take a positive / clear stance benefited in improved public perceptions at a time when other brands were facing backlash
By prioritising DEI, brands send a powerful message to consumers, who are increasingly attentive to how brands behave beyond their products and services.
Meeting consumers’ evolving expectations
With the growth of technology and social media, brands are more visible and more scrutinised than ever before. Consumers are more conscious about their impact on social issues and hold brands accountable to their actions and views, from the ways companies respond to social issues to how they treat employees and their overall stance on inclusion. For brands, this means the days of simply staying silent are over. Kantar’ s NeedScope learnings show people want to feel like they belong. By promoting DEI, brands can better align their social values to the world view of their consumer through for example, accessible product features, wide accessibility of their products and services, price point, range, and procurement policies that are representative of consumer identities. Successful brands meet the emotive needs of their consumers.
Further, DEI creates a point of differentiation for brands. Consumers are looking to brands to stand up for what matters, be accountable, and engage authentically with the issues that affect their communities. On average, less than half of Kenyan consumers see brands bravely taking a stand in support of social issues. In a market where DEI influences 66 % of consumer purchasing decisions, brands have the opportunity at their doorstep to become more Meaningfully Different. Kantar’ s Blueprint for Brand Growth framework, which is based on a metaanalysis of the world’ s biggest attitudinal and behavioural database, tells us that Meaningfully Different brands command 5x higher penetration today in addition to a real advantage in penetration growth over the next two years.
The path forward: Embracing DEI
Kenya, and Africa more broadly, holds immense potential for growth and innovation. In a world that is increasingly interconnected, DEI isn’ t just a“ nice-to-have” value, it’ s an imperative. For brands, the business case for DEI is clear: a commitment to diversity, equity, and inclusion meets the expectations of today’ s socially aware consumers allowing brands to drive long-term meaningful connections, differentiation, loyalty, and build powerful brand associations. Those that authentically champion DEI will stand out and thrive, creating not only economic value through long-term commercial gains, market differentiation, and by unlocking new customer segments, but also fostering communities that reflect the diversity and vibrancy of Africans.
Want more?
Brenda Lugwe
Watch Kantar’ s Africa Brand Inclusion Index webinar, a first of its kind study that unpacks the importance of diversity, equity and inclusion in your marketing strategy.
Simiso Ncube is the Associate Director, Analytics – WECA. You can commune with her via mail at: Simiso. Ncube @ kantar. com. Brenda Lugwe is a Research Executive. Her contact email is: Brenda. Lugwe @ Kantar. com.