Wiki source code of Studies: DEI
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1 | {{expandable summary="Study: 2022 Global Marketing Trends"}} | ||
2 | **Source:** *Deloitte Insights* | ||
3 | **Date of Publication:** *2022* | ||
4 | **Author(s):** *Deloitte Global Marketing Team* | ||
5 | **Title:** *"2022 Global Marketing Trends: Thriving Through Customer Centricity"* | ||
6 | **DOI:** *Not applicable β Corporate marketing report* | ||
7 | **Subject Matter:** *DEI in Corporate Marketing, Demographic Targeting, Purpose-Driven Branding* | ||
8 | |||
9 | {{expandable summary="π Key Statistics"}} | ||
10 | 1. **General Observations:** | ||
11 | - Promotes **diversity, equity, and inclusion (DEI) as a corporate necessity** for future brand success (pp. 18-24). | ||
12 | - Emphasizes **purpose-driven branding aligned with social justice narratives** as key to retaining Gen Z and Millennial consumers (pp. 10-14). | ||
13 | |||
14 | 2. **Subgroup Analysis:** | ||
15 | - Brands that adopt **inclusive leadership and supply chain diversity** are projected to outperform (p. 21). | ||
16 | - DEI is framed as essential not just in consumer-facing materials, but in **hiring, promotion, and governance structures** (pp. 22-23). | ||
17 | |||
18 | 3. **Other Significant Data Points:** | ||
19 | - Acknowledges the **demographic shift away from White-majority markets**, advising brands to "adapt to inevitable diversity" (p. 21). | ||
20 | - Advocates for **authentic community engagement in diverse demographic sectors** as a growth strategy (p. 20). | ||
21 | {{/expandable}} | ||
22 | |||
23 | {{expandable summary="π¬ Findings"}} | ||
24 | 1. **Primary Observations:** | ||
25 | - Corporate marketing strategies are explicitly **aligned with social issue advocacy**, particularly DEI, climate, and health equity (pp. 10-11). | ||
26 | - Companies that fail to embrace DEI are projected to lose relevance, especially with **younger, non-White, and LGBTQ consumers** (pp. 14, 21). | ||
27 | |||
28 | 2. **Subgroup Trends:** | ||
29 | - Brands are encouraged to **feature minority voices prominently** in leadership and advertising (p. 21). | ||
30 | - Purpose-driven brands are now **expected to take public stances on social issues**, not just remain neutral (p. 14). | ||
31 | |||
32 | 3. **Specific Case Analysis:** | ||
33 | - Survey data showed **high-growth brands prioritize DEI in leadership, marketing, and supply chain management** (p. 21). | ||
34 | - Deloitteβs own analysis frames **diversity as inevitable** and recommends brands shift accordingly to maintain market share (p. 21). | ||
35 | {{/expandable}} | ||
36 | |||
37 | {{expandable summary="π Critique & Observations"}} | ||
38 | 1. **Strengths of the Study:** | ||
39 | - Provides clear insight into **how corporate marketing has been fully absorbed into DEI ideology.** | ||
40 | - Reveals that demographic change is not being debated β it is treated as an **unquestionable business fact.** | ||
41 | |||
42 | 2. **Limitations of the Study:** | ||
43 | - Offers no exploration of **market segments resistant to DEI branding.** | ||
44 | - Completely omits potential **backlash, fatigue, or rejection of DEI-saturated messaging.** | ||
45 | - Treats **all diversity narratives as market-positive**, ignoring consumer heterogeneity. | ||
46 | |||
47 | 3. **Suggestions for Improvement:** | ||
48 | - Study **regional differences in DEI market saturation** and consumer tolerance. | ||
49 | - Analyze **rejection of purpose-driven branding** in conservative or traditional markets. | ||
50 | - Explore **long-term brand risk** when DEI overexposure alienates core consumers. | ||
51 | {{/expandable}} | ||
52 | |||
53 | {{expandable summary="π Relevance to Subproject"}} | ||
54 | - Demonstrates that **DEI ideology is now a corporate mandate**, not just a social trend. | ||
55 | - Confirms that **demographic shifts are leveraged to justify aggressive cultural realignment** in branding. | ||
56 | - Provides evidence that **corporate power is actively conditioning the public toward normalized diversity acceptance.** | ||
57 | {{/expandable}} | ||
58 | |||
59 | {{expandable summary="π Suggestions for Further Exploration"}} | ||
60 | 1. Investigate how **corporate DEI strategies have evolved post-2022 amid increasing consumer backlash.** | ||
61 | 2. Study whether **brands with neutral or anti-DEI stances retain or grow market share in specific sectors.** | ||
62 | 3. Examine the impact of **purpose-driven marketing on White consumer identity and buying patterns.** | ||
63 | {{/expandable}} | ||
64 | |||
65 | {{expandable summary="π Download Full Study"}} | ||
66 | [[Download Full Study>>attach:2022 - 2022 Global Marketing Trends.pdf]] | ||
67 | {{/expandable}} | ||
68 | {{/expandable}} |