Kantar Reports Google, Tata Motors, Amazon, Jio & Apple As Most Inclusive Brands In India

Google, Tata Motors, Amazon, Jio and Apple have been ranked the most inclusive brands in India, according to Kantar, the marketing data and analytics business company. The brands were recognised by consumers for setting a positive example by demonstrating a genuine commitment to diversity, equity, and inclusion (DE&I).

In its index of the world’s most inclusive brands, it has ranked Google, Amazon, Nike, Dove and McDonald’s in its global top five.

Kantar’s Brand Inclusion Index 2024 is a survey of more than 23,000 people in 18 countries, the India leg comprises 1000 plus respondents with an inclusive demographic which is gender expansive, disability, socio-economic class, religion etc.

The study identified that inclusive marketing is a significant opportunity to drive brand growth. It is clear that brands that fail to address discrimination, risk alienating a significant portion of their customer base. Despite progress made by some brands, the report reveals a significant inclusion gap that businesses must address. This gap is the difference between the proportion of people in a market who have experienced discrimination and the percentage who believe in the importance and influence of diversity and inclusion.

Key Findings 

According to the report, there’s an urgent need for brands to address DE&I failures.

A staggering, 68 per cent of Indians claim to have been discriminated against, and in the majority of cases in commercial places and brand touchpoints, which is substantially higher than the global figure which stands at 46 per cent. The study also showcases that DEI is important for an overwhelming majority of Indians, both in life and while making brand choices with 86 per cent of respondents.

Consumer expectations are high, globally: 75 per cent of consumers globally say that diversity and inclusion – or a lack thereof – influence their purchase decisions

DEI is yet to make its mark on Indian advertising

-More women are seen in Indian ads than the global average but they remain bound by traditional roles of homemakers and mothers (7 per cent of women are featured in non-traditional roles).

-Fairness of skin may have transitioned to glow but skin colourism continues to exist in creatives.

-Sizes remain slim and small. (7 per cent diverse body shapes)

-Ageism dominates with 40+ women represented in less than one out of five ads (15 per cent in India vs 26 per cent globally)

-Underrepresented groups are most vulnerable: Ad protagonists and characters in India are painted in broad strokes of what they, their homes, beliefs and lifestyles look like, ignoring ethnic minorities, LGBTQ.

-Ads that successfully portray people positively provide greater predicted ROI for advertising investment. There has been growth in the industry in the positive portrayal of males over the last year, but a drop in female portrayal in the last two years.

-Globally, people with disabilities and LGBTQ+ individuals report the highest rates of discrimination (81 per cent and 62 per cent respectively), emphasising the need for targeted efforts to create more inclusive environments and content.

Inclusive brands in India

Google, is recognised as the most inclusive brand in India as well as globally. It emerges as a beacon of hope, ranked by Kantar as the most inclusive brand globally. Consumers, particularly in marginalised communities, praised Google for its unwavering commitment to DE&I in its internal policies, products and marketing, its authentic representation of people from all walks of life and its leading-edge innovation for inclusion.

Alongside Google, Tata Motors, Amazon, Jio and Apple emerged in the top five winners in India. Category-wise, India's top Brand Inclusion Index scorers are - Google (technology), Tata Motors (automotive), SBI (banking), Dove (skincare).

Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar says, “It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in stores or their advertising doesn’t reflect diverse communities – it’s an easy miss."

“Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another,” she adds.

Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar mentions, “In a country of India’s size, the term under-represented groups can be misleading for brands to use as a guiding light. Minorities can translate into millions of people who may choose or not choose to buy your brand, based on how well they feel seen, heard and voiced in your brands. It is a business imperative for brands to prove that they are serious and committed to DEI. The Brand Inclusion Index gives clear indications of how to achieve the inclusivity imperative. Our analysis of what’s behind the most inclusive brands is that they all have three things: a well-thought-out DEI strategy that stems from company actions and is committed long-term, impeccable creative execution, and bravery. The element of bravery will be increasingly important. As in other moments in history, when there’s significant social change, there are groups of society that seek to maintain the status quo, feel threatened, and as a result, react loudly.”

Mohanty furthers, “To avoid backlash, brands today need to be extra careful. Full inclusion needs to work at both ends of the spectrum: reaching out to underrepresented populations and making them count, while avoiding negative reactions from people who are used to seeing themselves well-represented by brands and don’t want to be left behind. This study brings an understanding of how people perceive brands based on their DEI efforts, focusing on populations that tend to be excluded, underserved, or misrepresented."

The top 10 brands in Kantar’s global Brand Inclusion Index 2024 are Google, Amazon, Nike, Dove, McDonald’s, Netflix, Coca-Cola, Adidas, Disney, and Apple.