More Women than Men in Both Regions Expect Immediate Accountability and Action Following Offensive Launch
As diversity and inclusion issues gain greater attention in retail worldwide, a new study by First Insight, Inc., the world’s leading technology company transforming how retailers and brands make product investment, pricing and marketing decisions, found that while men and women are largely aligned in the US, women in the UK rank these factors as less important than US shoppers and even their UK male counterparts.
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In the US , about half of both men and women surveyed consider having women and minorities in leadership positions as important and feel it would benefit retailers and brands to hire Chief Diversity Officers. Just under half of US men and women (48 percent versus 45 percent) ranked cultural inclusivity important, and 44 percent of both genders responded that influencers that represent diverse points of view are important.
Conversely, First Insight results show that only 39 percent of women in the UK stated that having women and minorities in leadership positions is important compared to 43 percent of men, and only 36 percent of women feel that cultural inclusivity is important compared to 44 percent of men. Having influencers with a diverse point of view is even less important to UK women (35 percent) compared to 44 percent of men, and while more than half of male respondents (55 percent) felt that retailers would benefit from hiring a Chief Diversity Officer, only 48 percent of women in the UK felt the same way.
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“Diversity and inclusivity are growing in importance in retail across the world, and broadening beyond simply offering extended sizes, to evolve with the cultures they serve, the decision makers they hire and the processes in place for taking their products to market,” said Greg Petro, CEO of First Insight. “With countless retailers and brands continuing to make significant missteps by selling offensive designs, it will be incredibly important that brands listen to their customers, test products at the early stages of the development process, and bring in a more diverse base of talent at every level of the organization to ensure products will resonate with their customers.”
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