America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts. In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.

1. June 2022

2. I N D E X
CONTENTS
ThinkNow 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 Method
Field Timing
› Online via ThinkNow Research’s
Omnibus Study
› April 2021 – March 2022
Methodology
Regional Coverage
› National
Screening Criteria
› 18 to 64 years of age
Base Size
› 1,550 per wave
2

3. DetailedFindings
3

4. What does diversity and inclusion mean to you?
Base: Total Market
Diversity and inclusion means ‘racial equality’ for the majority of US consumers. In 2022, generational
and differently-abled equality became less representative of diversity and inclusion as compared to
2021.
70% among
LGBTQIA
respondents
 
4
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
67%
55%
47% 46%
42%
11%
66%
55%
41% 41% 43%
11%
Racial equality Gender equality Generational equality Differently abled equality LGBTQIA equality Other
2021 2022
(n=1,550 per wave)

5. What does diversity and inclusion mean to you?
Base: Total Market

Age Groups Gender Ethnicity
Gen Z
18 - 22
Millennials
23 - 38
Gen X
39 - 54
Boomers
55 - 64
Male Female Hispanics
African
American
Asians N.H. Whites
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Racial equality 68% 69% 63% 66% 65% 67% 61% 72%G 76%GK 67%
Gender equality 67%C 58%C 48% 54%↑ 52% 58% 45%↓ 49% 62%GH 58%GH
Generational equality 46% 43% 36%↓ 44% 41% 42% 36%↓ 38%↓ 43% 43%
Differently-abled equality 48%C 46%C 32%↓ 41% 37%↓ 44%↓ 31%↓ 36% 44%G 45%GH
LGBTQIA equality 38%↓ 46% 39% 45% 41% 44% 38% 36% 42% 46%GH
Other 10% 9% 13% 14% 11% 11% 9% 12% 8% 11%
Base Size (n=143) (n=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.
5
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.

6. 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%D 55%D 52% 45%
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)
6
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
10% 7%
13% 8% 11%
7%
7%C
8%
4%
7%
34%
29%
25%
37%A
38%
AB
28%
29%
32%
32%
26%
21%
28%CD
23% 20% 19%
Total Market Hispanics African-
Americans
Asians N.H. Whites
Much more likely to support
More likely to support
Doesn't affect my habits
Less likely to support the
company
Much less likely to support the
company

7. 9% 11% 11% 8%
13%
7%
5% 7% 6%
6%
8%
5%
24%
31% 36% 43%
EF
33%
36%
39%
27%
28% 25% 27%
29%
22% 24%
19% 19% 20% 23%
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
Male Female
Much more likely to support
More likely to support
Doesn't affect my habits
Less likely to support the
company
Much less likely to support the
company
Much 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 you:
Base: Total Market
C
D
61%GH 51% ↓ 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 women.
7
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.

8. 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: More likely to support company
49%
44% 44%
31%
44%
47% 45%
27%
Share your support on social media Spend more money at a store Go out of your way to go to a store
you've never frequented
Stop frequenting a store that does not
publicly support diversity and inclusion
2021 2022
(n=1,550 per wave)
Respondents who more likely 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.
8

9. 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: More likely to support company
Age Groups Gender Ethnicity
Gen Z
18 - 22
Millennials
23 - 38
Gen X
39 – 54
Boomers
55 - 64
Male Female Hispanics
African
American
Asians
N.H.
Whites
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Share your support on social media 45% 46%↓ 37% 52%C↑ 38%↑ 50%E 32%↓ 37% 36% 53%GHJ
Spend more money at a store 43% 50% 47% 44% 54%F 40% 42% 46% 47% 49%
Go out of your way to go to a store you've
never frequented
45% 49%↓ 42% 43% 44% 47% 55%HJ↑ 40% 48% 41%
Stop frequenting a store that does not publicly
support diversity and inclusion
28% 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 they’d share their support on social media. Compared to a year ago,
fewer Hispanics would share on social media, but more would go out of their 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 they’d
support these companies in social media.
9
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.

10. 15% 14%
6%
25%
15%
37% 37%
32%
53%
B
36%
28% 31%
23%
17%
29%
16% 9%
27%
3%
17%
5% 8% 11%D
3% 3%
Total Market Hispanics African-
Americans
Asians N.H. Whites
75%-100% more
50%-74% more
25%-49% more
10%-24% more
0%-9% more
(A) (B) (C) (D)
Base 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 store
50% or more
D
21% 17% 38%ACD↑ 6%↓ 20%
The number of African-Americans who were willing 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.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level. 10

11. T I T L E H E R E
14% 17% 12%
19% 15% 16%
14%
39%E
38%
41%
36% 36%
32%
27%
30%
21%
26%
31%
39%F
10% 16% 16% 18% 13%
7% 5% 4% 5% 5%
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
Male Female
75%-100% more
50%-74% more
25%-49% more
10%-24% more
0%-9% more
C
------------------------- Age Groups ------------------------- ---------- 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 more
39%↑ 17%↓ 21% 20% 23% 18%
F
Compared 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.
11
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.

12. 12
Appendix

13. Total
Market
Hispanics
African
American
Asians
N.H.
Whites
(A) (B) (C) (D)
Gender
Male 49% 51% 48% 47% 49%
Female 50% 48% 52% 52% 49%
Other (Net) 1% 1% 1% 1% 1%
Age
18 to 22 9% 12%D 12%D 10% 7%
23 to 38 38% 46%D 38% 41% 35%
39 to 54 33% 30% 32% 33% 34%
55 to 64 20% 12% 18% 16% 24%AC
Median age 40 36 39 38 43
Ethnicity
White (Non-Hispanic) 63% 8%BC 1% 1% 100%ABC
Black, African-American 12% 2% 100%AC 1% -
Hispanic/Latino 19% 100%BCD 3%C - 1%
Asian 6% 2% - 100%A -
Region
Northeast 18% 14% 17% 21%A 19%
Midwest 21% 9% 17%A 12% 26%ABC
South 37% 37%C 58%ACD 23% 35%C
West 24% 40%BD 9% 44%BD 20%B
Base Size (n=1,550) (n=500) (n=250) (n=250) (n=500)
Total Market Hispanics
African
American
Asians N.H. Whites
(A) (B) (C) (D)
Marital Status
Single (Net) 33% 35%D 48%AD 38%D 27%
Married or living with partner 53% 56%B 34% 52%B 57%B
Separated/divorced/widowed 14% 9% 15%AC 9% 16%
Prefer not to answer (Net) 1% 0% 3%ACD 1% 0%
Education
High School Grad or Less (Net) 30% 44%BCD 30%C 15% 27%C
Some College (Net) 37% 31%C 46%ACD 23% 37%C
College Grad or More (Net) 33% 25% 23% 61%ABD 36%AB
Employment Status
Employed (Net) 66% 69%BC 58% 60% 68%B
Household Income
Median $58K $46K $38K $78K $65K
People in Household
Mean 2.96 3.53BCD 2.65 2.97B 2.89
Born outside the US 15% 40%BD 8%D 55%ABD 4%
(n=1,550) (n=500) (n=250) (n=250) (n=500)
13

14. Hispanics
Language at Home
Spanish Dominant (Net) 35%
Spanish and English equally 35%
English Dominant (Net) 30%
Country of Origin
Mexico 52%
South America 11%
Puerto Rico 14%
Centro America 12%
Cuba 7%
Dominican Republic 5%
Other 1%
Acculturation Level
Less Acculturated 28%
Bicultural 43%
More Acculturated 29%
Base (500)
14

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