The news: A new Ad Age-Harris Poll is highlighting the damage that brands can receive from scaling back their diversity, equity, and inclusion (DEI) efforts—especially among key demographics like Gen Z.
- Nearly one in five (19%) US adults have stopped using or purchasing from a brand because its DEI approach contradicted or reversed previous efforts. This number is much higher among Gen Z, of which 40% have stopped using or purchasing from these brands.
- 56% of adult Gen Z respondents are more likely to purchase from a brand that prioritizes social issues like same-sex marriage and reproductive rights. Another 55% are more likely to buy from brands that prioritize green initiatives, while 50% are more likely to buy from brands that emphasize DEI.