Aug 12 2025 | theoutcastcollective
Why Inclusion Is a Brand Issue
Walk into any boardroom today, and you’re likely to hear terms like “consumer trust,” “brand loyalty,” or “market reputation” thrown around. But look closer, and something else starts to surface: a growing expectation from consumers that brands take a stand. Not just through flashy ads or well-worded social posts, but through real, visible, structural inclusion.
This is where DEI consulting makes a measurable difference. It turns ideals into practice and values into strategy. In a 2025 study by Disqo, 41% of consumers said they would lose trust in brands that roll back DEI efforts. 39% admitted they’d already changed their buying habits because of it. And many won’t say it out loud, they’ll just quietly walk away.
Consumers want brands that walk their talk. That means representation in leadership, inclusive language in marketing, accessible stores and websites, and equitable workplace policies. DEI consultants help companies build all of that. It isn’t about optics. It’s about integrity.
Inclusion and the Bottom Line
Inclusion has become a key business driver. Kantar’s Global Inclusion Index found that four in five consumers globally say a brand’s stance on diversity, equity, and inclusion impacts their purchase decisions. Among Gen Z and millennial buyers, that number is even higher. For LGBTQ+ customers and people of color, it’s non-negotiable.
Let’s break that down. If half your customers are watching your actions, and a quarter are prepared to switch brands based on what they see, inclusion is no longer a “nice to have.” It’s an edge. And DEI consultants are the ones helping companies sharpen it.
A good DEI strategy, supported by expert consulting, leads to:
- More inclusive marketing campaigns that resonate with diverse audiences
- Improved customer experiences thanks to accessibility and cultural fluency
- Better employee morale and retention, which directly influences brand reputation
- Reduced reputational risk in times of public scrutiny or backlash
Real Brands, Real Impact
Diageo: Building Inclusion into Leadership and Brand Identity
Diageo is a masterclass in turning internal inclusion into external brand value. The company set bold goals: 45% women in leadership and 40% ethnically diverse leaders by 2030. They reached both five years early. And it shows. Their global campaigns reflect diverse casts, voices, and stories. The result? A deeper connection with consumers across continents.
TD Bank: Embedding Inclusion in Everyday Products
After public missteps in 2021, TD Bank chose to rebuild from the inside out. DEI consultants helped rework policies, redesign digital platforms to be more accessible, and introduce features like chosen names for LGBTQ+ customers. The payoff? A 20% increase in brand awareness and record-high customer trust scores.
Dove: Inclusive Storytelling That Builds Equity
Dove has long stood out for its inclusive advertising, but it’s their consistency that earns respect. Their Real Beauty campaigns aren’t one-offs. They reflect a deep partnership with inclusion experts and community advocates. This authenticity is what gives their message staying power.
Fenty Beauty: DEI as Core Brand Strategy
From day one, Fenty wasn’t “diversifying” beauty—they were redefining it. With 40+ foundation shades and inclusive casting, they didn’t just win market share. They won loyalty. Fenty didn’t ask customers to come to them. They showed up where customers already were.
What DEI Consultants Actually Do
DEI consultants are often misunderstood. They don’t just run sensitivity trainings or update policies. They function more like transformation partners. Here’s what that looks like:
- Cultural Audits: Mapping how inclusion is experienced by employees and consumers
- Inclusive Marketing Reviews: Ensuring brand voice, imagery, and messaging are reflective, not performative
- Talent Strategy: From bias-proofing recruitment to building equitable leadership pipelines
- Product & Service Design: Helping teams design offerings that are accessible and affirming
- Leadership Coaching: Supporting leaders in having courageous conversations and making inclusive decisions
In short, DEI consultants help brands show up consistently, credibly, and consciously.
Consumer Loyalty Is Emotional, Not Just Transactional
Today’s consumer isn’t just comparing price points. They’re asking: Does this brand see me? Do they care about my community? Are they using their influence to push for better?
When the answer is yes, loyalty deepens. When it’s no, consumers walk away. And they do so quietly, making the shift hard to track until revenue takes a hit.
One powerful example: in early 2025, a popular U.S. retailer saw consumer backlash after scaling back its Pride campaign. While public boycotts made headlines, the quieter blow came from the loss of long-time LGBTQ+ customers who felt betrayed. Within a quarter, market analysts noted a drop in both revenue and brand trust metrics.
DEI consultants help brands avoid those missteps. They offer the perspective and strategic guardrails needed to act with care, not just speed.
Inclusion Is a Long Game
Brands that stick with inclusion through social backlash or political noise are the ones that win long-term. Cisco, for instance, not only maintained but expanded its DEI strategy in 2024 when many others went silent. They invested in employee-led inclusion councils, redesigned their hiring process, and improved accessibility in every customer-facing product.
The payoff? In a year where tech giants struggled with attrition and public trust, Cisco was ranked among the top three most trusted brands in the sector.
Leaders Speak Up
“You’re either hiding your values or living them.” –Matthew McCarthy, Former CEO, Ben & Jerry’s
“Our DEI strategy is not a project. It’s a business imperative.” –Allison Kirkby, CEO, BT Group
“Diverse teams don’t just make better decisions. They see more opportunities others miss.” –Jack Naidoo, VP of Inclusion, Cisco
These aren’t slogans. Their business strategy.
Final Thoughts: Why This Matters More Than Ever
As anti-DEI sentiment rises in some circles, brands have a choice to make. Follow the noise, or follow the data. Every indicator–from revenue to recruitment–shows that inclusion drives brand value. It builds trust, improves loyalty, and strengthens reputation.
DEI consulting isn’t a checkbox. It’s a catalyst. For transformation. For connection. For growth.
Consumers don’t just care about what you sell. They care about who you are.
And with the right DEI partners, brands can show the world exactly that.
Take the first step today. Schedule an exploratory consultation via WhatsApp at +91-9372177748 or email lakshmi@theoutcastcollective.com with our DEI experts and start building a workplace where everyone belongs.