The DEI Advantage: Driving Business, People, and Society

Recently, we talked about the vital importance of being a thought leader within your industry. Today, we’d like to share one of our recent thought leadership pieces developed last year for dentsu on the topic of Diversity, Equity, and Inclusion (DEI) – what does it mean to organizations, how do they develop it, and how can it transform brands?​

In our interconnected world, DEI is no longer just a set of ideals, they are essential for driving innovation and sustainable growth. Organizations that truly embrace DEI see far-reaching benefits, from driving employee engagement and loyalty to boosting customer advocacy and market growth.​

Whether you’re striving to attract top talent, connect with diverse communities, or outpace competitors, DEI is your gateway to innovation, relevance, and impact. Discover in our summary below how prioritizing DEI isn’t just the right thing to do—it’s the smart thing to do for your people, your business, and society.

 

Background information

Research Aims​

• Gain insights to advise our clients on their DEI journey​
• Guide and effectively shape clients’ communications and strategy​
• Guide them both on internal and external aspects of communication and strategy

 

Research Scope​

The primary research was conducted across the UK, Germany, France, Spain, Italy, and Poland.​

 

Both consumers and b2b decision-makers expect brands to promote diversity and inclusion across a range of categories​

Some of these are currently rarely embraced by organizations, such as physical and mental disabilities. There is therefore an opportunity for brands to lead and differentiate.​

 

 

Both amongst consumers and b2b decision makers, brands performing well on DEI enjoy a significant advantage in terms of consumer advocacy (see below), loyalty, and emotional connection. The NPS advantage is:​

 

 

And yet, movement is slow. Only 17% of business decision makers self-report that their organizations are DEI leaders, while 30% say their organizations have not yet taken any action on DEI.​

 

 

So, what makes a leader?​

We found that a leading organization shows long-term commitment to continuous change management with a focus on its holistic organizational culture.

For example, leading organizations – as reported by their employees – are more likely to consider less obvious and visible layers of DEI including sexual orientation, socioeconomic and marital status, and physical disabilities.​

To become a leader, one should especially think about creating transparent, equal pay structures, a safe employee complaints system, and inclusive hiring practices.​

Externally, to be an authentic leader you should:

 

1. Show what you stand for​

More than half of customers struggle to form an opinion about a brand’s commitment to DEI. By weaving an authentic narrative into your marketing from the get-go, you’re not just building trust but also laying the groundwork for lasting loyalty.​ Primary thought leadership is one great way of building those levels of trust.

2. Be real​

Be genuine, be transparent. When it comes to DEI, honesty is the best policy. Being upfront about your progress and challenges deepens customer attachment, which can drive tangible business success. It’s about being real with your audience​ and reaping the rewards. The best way to this is through transparent data, trackable KPIs, talent pipeline analysis, and industry-wide development programs.​

3. Don’t fall on your values​

Stay true to your values because these can be your superpower and give you a competitive advantage. Create messaging that resonates with customers, employees, and society as a whole. But remember – actions speak louder than words.

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