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1、June 2022I N D E XCONTENTSThinkNow conducted a nationwide online survey of American adults 18 to 64 years of age to understand the impact of companies who show a commitment to supporting diversity and inclusion.Survey MethodField TimingOnline via ThinkNow Researchs Omnibus Study April 2021 March 202

2、2MethodologyRegional CoverageNationalScreening Criteria18 to 64 years of ageBase Size1,550 per wave2Detailed FindingsDetailed Findings3What does diversity and inclusion mean to you?Base:Total MarketDiversity and inclusion means racial equality for the majority of US consumers.In 2022,generational an

3、d differently-abled equality became less representative of diversity and inclusion as compared to 2021.70%among LGBTQIA respondents 4Arrows indicate significant difference of 2021 to 2022 at 95%confidence level.67%55%47%46%42%11%66%55%41%41%43%11%Racial equalityGender equalityGenerational equalityDi

4、fferently abled equalityLGBTQIA equalityOther20212022(n=1,550 per wave)What does diversity and inclusion mean to you?Base:Total Market Age GroupsGenderEthnicityGen Z18-22Millennials23-38 Gen X39-54Boomers 55-64MaleFemaleHispanicsAfrican AmericanAsiansN.H.Whites(A)(B)(C)(D)(E)(F)(G)(H)(J)(K)Racial eq

5、uality68%69%63%66%65%67%61%72%G76%GK67%Gender equality67%C58%C48%54%52%58%45%49%62%GH58%GHGenerational equality46%43%36%44%41%42%36%38%43%43%Differently-abled equality48%C46%C32%41%37%44%31%36%44%G45%GHLGBTQIA equality38%46%39%45%41%44%38%36%42%46%GHOther10%9%13%14%11%11%9%12%8%11%Base Size(n=143)(n

6、=581)(n=516)(n=310)(n=766)(n=766)(n=500)(n=250)(n=250)(n=500)Younger generations are more likely to see gender equality as an example of diversity and inclusion.In 2022,Boomers felt more strongly towards gender equality than in 2021.5Letters indicate significant difference at 95%confidence level.Arr

7、ows indicate significant difference of 2021 to 2022 at 95%confidence level.Much More/More Likely to Support-Net(A)(n=500)(B)(n=250)(C)(n=250)(D)(n=500)When a company makes a public commitment to diversity and equality initiatives,does that make you:Base:Total Market-Race/Ethnicity -49%57%D55%D52%45%

8、African-American and Hispanic respondents are the most likely to support a company that makes a public commitment to diversity and inclusion initiatives,which differs significantly from N.H.Whites.There is no significant difference between 2021 and 2022 results.Base Size(n=1,550)6Letters indicate si

9、gnificant difference at 95%confidence level.Arrows indicate significant difference of 2021 to 2022 at 95%confidence level.10%7%13%8%11%7%7%C8%4%7%34%29%25%37%A38%AB28%29%32%32%26%21%28%CD23%20%19%Total MarketHispanicsAfrican-AmericansAsiansN.H.WhitesMuch more likely to supportMore likely to supportD

10、oesnt affect my habitsLess likely to support thecompanyMuch less likely to support thecompany9%11%11%8%13%7%5%7%6%6%8%5%24%31%36%43%EF33%36%39%27%28%25%27%29%22%24%19%19%20%23%Gen Z18-22Millennials23-38Gen X39-54Boomers55-64MaleFemaleMuch more likely to supportMore likely to supportDoesnt affect my

11、habitsLess likely to support thecompanyMuch less likely to support thecompanyMuch More/More Likely to Support-Net(E)(F)(G)(H)(J)(K)Base Size:(n=143)(n=581)(n=516)(n=310)(n=766)(n=766)-Gender -Age Groups -When a company makes a public commitment to diversity and equality initiatives,does that make yo

12、u:Base:Total MarketCD61%GH51%47%44%47%54%Gen Z is more likely than their older cohorts to show support towards companies that publicly commit to diversity and equality.In 2022,Millennials were less likely to show support overall as compared to 2021.There is no significant difference between men and

13、women.7Letters indicate significant difference at 95%confidence level.Arrows indicate significant difference of 2021 to 2022 at 95%confidence level.You mentioned that you are more likely to support a company that makes a public commitment to diversity and equality initiatives.Does that mean you:Base

14、:More likely to support company49%44%44%31%44%47%45%27%Share your support on social mediaSpend more money at a storeGo out of your way to go to a storeyouve never frequentedStop frequenting a store that does notpublicly support diversity and inclusion20212022(n=1,550 per wave)Respondents who more li

15、kely to support businesses that publicly commit to diversity and equality initiatives would show that support in a variety of ways including sharing their support in social media,spending more at those stores,and going out of their way to frequent those stores.8You mentioned that you are more likely

16、 to support a company that makes a public commitment to diversity and equality initiatives.Does that mean you:Base:More likely to support companyAge GroupsGenderEthnicityGen Z18-22Millennials23-38 Gen X39 54Boomers 55-64MaleFemaleHispanicsAfrican AmericanAsiansN.H.Whites(A)(B)(C)(D)(E)(F)(G)(H)(J)(K

17、)Share your support on social media45%46%37%52%C38%50%E32%37%36%53%GHJSpend more money at a store43%50%47%44%54%F40%42%46%47%49%Go out of your way to go to a store youve never frequented45%49%42%43%44%47%55%HJ40%48%41%Stop frequenting a store that does not publicly support diversity and inclusion28%

18、29%22%29%26%27%28%27%27%26%Base:More likely to support(n=88)(n=296)(n=240)(n=137)(n=354)(n=399)(n=284)(n=136)(n=130)(n=225)N.H.Whites are more likely to say that theyd share their support on social media.Compared to a year ago,fewer Hispanics would share on social media,but more would go out of thei

19、r way to support a store.Females are more likely than males to share on social media whereas males are more likely to spend more money at a store;although more males and more Boomers this year compared to last year say theyd support these companies in social media.9Letters indicate significant diffe

20、rence at 95%confidence level.Arrows indicate significant difference of 2021 to 2022 at 95%confidence level.15%14%6%25%15%37%37%32%53%B36%28%31%23%17%29%16%9%27%3%17%5%8%11%D3%3%Total MarketHispanicsAfrican-AmericansAsiansN.H.Whites75%-100%more50%-74%more25%-49%more10%-24%more0%-9%more(A)(B)(C)(D)Bas

21、e Size:(n=358)(n=119)(n=62)(n=61)(n=109)-Ethnicity -You mentioned you would spend more money at a store that publicly supports diversity and inclusion.Roughly how much more would you spend?Base:Would spend more money at store50%or moreD21%17%38%ACD6%20%The number of African-Americans who were willin

22、g to spend more money at a store that publicly supports diversity and inclusion increased significantly from 2021 to 2022.In 2022,this segment is more likely than other segments to be willing to spend at least 50%more at these stores.Letters indicate significant difference at 95%confidence level.Arr

23、ows indicate significant difference of 2021 to 2022 at 95%confidence level.10T I T L E H E R E14%17%12%19%15%16%14%39%E38%41%36%36%32%27%30%21%26%31%39%F10%16%16%18%13%7%5%4%5%5%Gen Z18-22Millennials23-38Gen X39-54Boomers55-64MaleFemale75%-100%more50%-74%more25%-49%more10%-24%more0%-9%moreC-Age Grou

24、ps -Gender -(E)(F)(G)(H)(J)(K)Base Size:(n=37)*(n=148)(n=112)(n=61)(n=192)(n=159)You mentioned you would spend more money at a store that publicly supports diversity and inclusion.Roughly how much more would you spend?Base:Would spend more money at store*Caution:Small base size.50%or more39%17%21%20

25、%23%18%FCompared to 2021,significantly fewer Millennials in 2022 state that they are willing to spend at least 50%more at stores that show a commitment to diversity and inclusion.In contrast,Gen Z became more likely to do so.11Letters indicate significant difference at 95%confidence level.Arrows ind

26、icate significant difference of 2021 to 2022 at 95%confidence level.12AppendixAppendixTotal MarketHispanicsAfrican AmericanAsiansN.H.Whites(A)(B)(C)(D)GenderMale49%51%48%47%49%Female50%48%52%52%49%Other(Net)1%1%1%1%1%Age18 to 229%12%D12%D10%7%23 to 3838%46%D38%41%35%39 to 5433%30%32%33%34%55 to 6420

27、%12%18%16%24%ACMedian age4036393843EthnicityWhite(Non-Hispanic)63%8%BC1%1%100%ABCBlack,African-American12%2%100%AC1%-Hispanic/Latino19%100%BCD3%C-1%Asian6%2%-100%A-RegionNortheast18%14%17%21%A19%Midwest21%9%17%A12%26%ABCSouth37%37%C58%ACD23%35%CWest24%40%BD9%44%BD20%BBase Size(n=1,550)(n=500)(n=250)

28、(n=250)(n=500)Total MarketHispanicsAfrican AmericanAsiansN.H.Whites(A)(B)(C)(D)Marital StatusSingle(Net)33%35%D48%AD38%D27%Married or living with partner53%56%B34%52%B57%BSeparated/divorced/widowed 14%9%15%AC9%16%Prefer not to answer(Net)1%0%3%ACD1%0%EducationHigh School Grad or Less(Net)30%44%BCD30

29、%C15%27%CSome College(Net)37%31%C46%ACD23%37%CCollege Grad or More(Net)33%25%23%61%ABD36%ABEmployment StatusEmployed(Net)66%69%BC58%60%68%BHousehold IncomeMedian$58K$46K$38K$78K$65KPeople in HouseholdMean2.963.53BCD2.652.97B2.89Born outside the US15%40%BD8%D55%ABD4%(n=1,550)(n=500)(n=250)(n=250)(n=5

30、00)13HispanicsLanguage at HomeSpanish Dominant(Net)35%Spanish and English equally35%English Dominant(Net)30%Country of OriginMexico52%South America11%Puerto Rico14%Centro America12%Cuba7%Dominican Republic5%Other1%Acculturation LevelLess Acculturated28%Bicultural43%More Acculturated29%Base(500)2100 W.Magnolia Blvd.Suite A/B Burbank,CA 915061-818-843-