The Brand Inclusion Index (BII) 2024 released by Kantar, a leading marketing data and analytics business, has named Google, Tata Motors, Amazon, Jio, and Apple as the top 5 most inclusive brands in India.
- The global index lists Google, Amazon, Nike, Dove and McDonald’s as the top five most inclusive brands.
Brand Inclusion Index (BII):
i.BII is a global study of more than 23,000 people in 18 countries. The India leg comprises more than 1,000 respondents with an inclusive demographic.
ii.Kantar’s BII highlights some of the most inclusive brands in India along with the significant issues of discrimination for Indian consumers.
iii.The brands were recognised by consumers for demonstrating a genuine commitment to DEI(Diversity, equity & Inclusions) initiatives.
India BII:
i.This is the first edition of the India Brand Inclusion Index study explores skincare, banking, automotive and technology categories.
ii.India’s top BII scorers (category wise) are: Google (Technology), Tata Motors (Automotive), SBI (Banking), Dove (Skincare).
iii.The brands were recognised by consumers for demonstrating a genuine commitment to the DEI initiatives.
iv.Google, which was named the most inclusive brand both in the world and India has been recognised by the consumers for its unwavering commitment to DEI in its internal policies, products, and marketing.
Overview of BII 2024:
i.Kantar’s BII reveals that 75% of consumers consider a brand’s diversity and inclusion reputation in their purchase decisions.
ii.In India, 68% of respondents have experienced discrimination, particularly at commercial places and brand touchpoints, higher than the global average of 46%.
iii.The study also highlights that DEI is crucial for 86% of Indians, both in life and brand choices.
Note: Kantar’s BII assesses performance across 4 key dimensions – DEI strategy, diversity, equity, and inclusion measured via 9 indicators.
Significance of Inclusive Marketing:
i.The study identifies that inclusive marketing is a significant opportunity for brand growth.
ii.Brands failing to address discrimination, risk alienating a large portion of their customer base.
iii.The BII 2024 identifies a substantial inclusion gap businesses need to address and this gap is the disparity between those experiencing discrimination and those valuing DEI.
Key Findings:
i.Indian advertising still shows traditional roles, with limited representation of diverse body shapes and older women.
- 7% of women in Advertisements (Ads) are in non-traditional roles.
- Colourism and ageism persist, with only 15% of women in Ads being over 40 (compared to 26% globally).
- 7% of Ads represent diverse body shapes.
ii.Globally, 81% of people with disabilities and 62% of Lesbian, Gay, Bisexual, Transgender, Queer or Questioning (LGBTQ+) individuals report high discrimination rates.
iv.Ads that successfully portray people positively provide a greater predicted Return On investment (ROI) for advertising investment.
Recent related News:
According to Brand Finance’s India 100 2024: The annual report on the most valuable and strongest Indian brands in June 2024, TATA Group retained the number 1 position in the Brand Value Ranking 2024 with a 9% growth in brand value to USD 28.6 billion. TATA Group, the most valuable brand in India, became the 1st Indian brand to near a USD 30 million brand value mark.
About Kantar:
Chief Executive Officer (CEO)- Chris Jansen
Headquarters– London, the United Kingdom (UK)
