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Consumers care about DEI in marketing ads: Target launched its diversity-driven marketing fund

ConsumerGeniuses

ConsumerGeniuses

Consumers are now considerate about diversity, equity, and inclusivity (DEI) factors in advertising, which has motivated Target to launch its Roundel Media Fund. This diversity-driven marketing fund would grant $25 million to diverse-owned platforms by 2025. Roundel is working to offset marketing expenses by enabling Black, Indigenous, and people of colour (BIPOC) businesses to buy paid media at lower prices. Meanwhile, The Coca-Cola Company and Burt’s Bees are also stepping up and helping minority-owned businesses. As per the data from Team Lewis and GWI, 16% of US internet users want brands’ marketing ads to promote diversity. While McKinsey informs that the black consumers are dissatisfied with the purchases they make because brands lack DEI. CPG companies can experience significant growth in their revenue if they take DEI factors into account.

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