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Studies: DEI

Last modified by Ryan C on 2025/06/23 05:21

Study: 2022 Global Marketing Trends

Source: *Deloitte Insights*  
Date of Publication: *2022*  
Author(s): *Deloitte Global Marketing Team*  
Title: *"2022 Global Marketing Trends: Thriving Through Customer Centricity"*  
DOI: *Not applicable – Corporate marketing report*  
Subject Matter: *DEI in Corporate Marketing, Demographic Targeting, Purpose-Driven Branding*

πŸ“Š Key Statistics
  1. General Observations:
       - Promotes diversity, equity, and inclusion (DEI) as a corporate necessity for future brand success (pp. 18-24).
       - Emphasizes purpose-driven branding aligned with social justice narratives as key to retaining Gen Z and Millennial consumers (pp. 10-14).

2. Subgroup Analysis:
   - Brands that adopt inclusive leadership and supply chain diversity are projected to outperform (p. 21).
   - DEI is framed as essential not just in consumer-facing materials, but in hiring, promotion, and governance structures (pp. 22-23).

3. Other Significant Data Points:
   - Acknowledges the demographic shift away from White-majority markets, advising brands to "adapt to inevitable diversity" (p. 21).
   - Advocates for authentic community engagement in diverse demographic sectors as a growth strategy (p. 20).

πŸ”¬ Findings
  1. Primary Observations:
       - Corporate marketing strategies are explicitly aligned with social issue advocacy, particularly DEI, climate, and health equity (pp. 10-11).
       - Companies that fail to embrace DEI are projected to lose relevance, especially with younger, non-White, and LGBTQ consumers (pp. 14, 21).

2. Subgroup Trends:
   - Brands are encouraged to feature minority voices prominently in leadership and advertising (p. 21).
   - Purpose-driven brands are now expected to take public stances on social issues, not just remain neutral (p. 14).

3. Specific Case Analysis:
   - Survey data showed high-growth brands prioritize DEI in leadership, marketing, and supply chain management (p. 21).
   - Deloitte’s own analysis frames diversity as inevitable and recommends brands shift accordingly to maintain market share (p. 21).

πŸ“ Critique & Observations
  1. Strengths of the Study:
       - Provides clear insight into how corporate marketing has been fully absorbed into DEI ideology.
       - Reveals that demographic change is not being debated β€” it is treated as an unquestionable business fact.

2. Limitations of the Study:
   - Offers no exploration of market segments resistant to DEI branding.
   - Completely omits potential backlash, fatigue, or rejection of DEI-saturated messaging.
   - Treats all diversity narratives as market-positive, ignoring consumer heterogeneity.

3. Suggestions for Improvement:
   - Study regional differences in DEI market saturation and consumer tolerance.
   - Analyze rejection of purpose-driven branding in conservative or traditional markets.
   - Explore long-term brand risk when DEI overexposure alienates core consumers.

πŸ“Œ Relevance to Subproject

- Demonstrates that DEI ideology is now a corporate mandate, not just a social trend.
- Confirms that demographic shifts are leveraged to justify aggressive cultural realignment in branding.
- Provides evidence that corporate power is actively conditioning the public toward normalized diversity acceptance.

πŸ” Suggestions for Further Exploration
  1. Investigate how corporate DEI strategies have evolved post-2022 amid increasing consumer backlash.  
    2. Study whether brands with neutral or anti-DEI stances retain or grow market share in specific sectors.  
    3. Examine the impact of purpose-driven marketing on White consumer identity and buying patterns.