THE FUTURE DIVERSITY RISING

In today’s global industry, Diversity and Inclusivity is critical for good business. To win over the newly socially aware consumer, who demands representation and inclusion, brands must move beyond one of representations for a commercial bases and integrate the idea of Diversity and Inclusivity into all levels of business.

According to First Insight, 58% of UK women and 47% of UK men are in agreement that they would temporarily stop shopping at a retailer if an offensive product was released (Jezerc, 2019). This further evidences the importance of Diversity and Inclusivity to generate successful business. An example of this is the H&M controversy. The brand received backlash and racist allegations from outraged consumers after a picture was uploaded of a young black model wearing a hoodie reading, ‘coolest monkey in the jungle’. As a result, the brand was bashed online being described as irresponsible and racist while other activists trashed H&M stores in South Africa (Jarvis, 2018).

Thus, there is a huge need for Diversity and Inclusivity that brands need to take into consideration. If implemented correctly, this trend will allow brands to connect with consumers individually on a personal level through their ambitions and interests rather than just as one big demographic. This more personal approach will allow brands to make deeper connections with their consumers and generate loyalty.