Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes? To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion and how consumers voice their approval or disapproval of those companies with their wallets.
It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.
U.S. consumers adjusted their expectations last year as COVID-19, social injustice, and contentious presidential and senatorial races sent the country into a tailspin. Given the unprecedented disruption, the findings of our sixth annual ThinkNow Pulse™ Report, a national survey examining consumer sentiment across key demographics in the U.S., are especially relevant as marketers scramble to get a pulse on the post-pandemic consumer. Fielded in December 2020, Americans report worsened personal finances and a perception of a weakening economy, and the outlook for 2021 didn’t fare much better.
In what seems like a lifetime ago, we began the year full of ambition and resolve because 2020 represented more than a flip of the calendar. In pun worthy comparison, 2020 or “20/20” was supposed to be the year of great vision and clarity. We energized our sales teams with it and redirected our strategic plans. But now, just a month away from year-end, we realize that the clarity we sought didn’t elude us. We clashed with it violently in the streets and on the front lines. The past few months have been some of the most polarizing in recent history. A global pandemic decimated the economy, and the murders of Breonna Taylor and George Floyd sparked a worldwide outcry for social justice.
For many of us, our ideals and attitudes about who we are as individuals are shaped by our heritage and cultural experiences. As consumers, our affinity for certain brands pass through these filters resulting in purchase behaviors that tie back to our beliefs and how we see ourselves. Among multicultural audiences, this presents a unique challenge for marketers. There is no one size fits all solution to gaining buy-in from this diverse group. U.S. Hispanics hail from over 20 countries of origin, and Asian Americans, 40 countries. Understanding the importance of identity to multicultural audiences is essential to mitigating cultural bias in your marketing campaign strategy and delivering culturally relevant advertising.
From grocery stores to airline flights, America’s debate over wearing face masks is playing out on small and large screens globally. What was once seen as a medical imperative has become politicized. Some see mask mandates as an infringement on their constitutional rights, and others, a patriotic duty. According to our research, however, most Americans have this collective request, “wear a damn mask.” ThinkNow conducted a nationwide online survey among American adults ages 18 to 64 to get their perspective on COVID-19 and wearing face coverings.
Despite thousands of shuttered stores across the country earlier this year and varying degrees of re-openings as restrictions ease, the beauty industry has proven resilient. While sales have declined, they have not bottomed out like many other industries. However, the loss of in-person experiences has fundamentally changed the dynamic of how beauty brands engage consumers. In our ThinkNow Cosmetics & Beauty Report™, we surveyed a representative sample of cosmetic/beauty buyers to gauge sentiment in the category and how COVID-19 has impacted purchase behavior. Through our research, we’ve found that the decrease in sales has not depressed consumers’ love of beauty products, but it has changed how they buy them.
Multicultural consumers are poised to be at the forefront of economic recovery in the U.S. Due to COVID-19, minority women-owned firms are pivoting to innovative strategies to continue delivering value to their clients. In many cases, they are discovering more profitable ways to do business. Essential workers, who are predominantly multicultural, are working on the front lines in healthcare, municipal services, and retail to sustain our communities. Yet, diversity and inclusion within the fabric of these communities is still elusive. This week, Yai Vargas, Diversity & Inclusion Consultant and Founder of The Latinista, joins the New Mainstream podcast to discuss the challenges women of color face in business, the importance of diversity and inclusion to business growth, and how multiculturalism will lead America’s economic recovery. ·
The Black Lives Matter movements that erupted following the deaths of George Floyd, Ahmaud Arbery, and Breonna Taylor have sparked a massive cultural shift in the American consciousness and sparked a global conversation about equality. For the first time, many corporations are lending their voices to denouncing racial injustice and pledging to be more culturally sensitive and inclusive in business. But the outpouring of support has come with notable backlash. Consumers have blasted many brands for “performative woke washing” and not backing up their claims with action.
Many factors come into play when choosing a market research vendor. Some of the most common are methodological expertise, pricing, and, most importantly, data quality. However, when a multicultural research need comes up, rarely do corporate researchers vet their vendor’s multicultural expertise. So, should it be a prerequisite for getting the job? Absolutely, and here’s why.