Kantar‘s “2025 Marketing Trends Report” has been released and there’s a page dedicated to inclusion, entitled “Woke and definitely not broke: The inclusion imperative”.

Here are the highlights:

➡️ Inclusion is a key growth driver often underestimated by marketers despite clear evidence of its impact.

➡️ “A generational shift has opened the door to a wider range of identities, while also creating a new culture that expects everyone to be welcomed and understood.”

➡️ 8 in 10 people globally consider diversity and inclusion in buying decisions, especially Gen Z, Millennials, LGBTQ+ communities, and people with disabilities or neurodivergence.

➡️ By 2050, 1 in 4 people will be African, offering brands a major opportunity to connect with diverse audiences.

➡️ 89% deem inclusion important in emerging economies compared to 71% in developed markets.

➡️ “In 2025, brands will need to embrace the inclusion imperative as more than just a box to tick.”

Download the Full Report here.

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