Marketers are in love with their own bullshit. At least, that’s how marketing professor Mark Ritson puts it. Once again, he raises the question that has puzzled the industry for years: Do consumers actually care about a brand’s purpose, its social stances, or its underlying values? His criticism isn’t without merit. Marketing professionals rightly observe that brands often overestimate their own relevance. They frequently fall into the trap of an inside-out approach: assuming that what matters internally to the brand will automatically resonate with customers or the market. But this isn’t the full picture. Consumers do value purpose. That conclusion is based on over ten years of global research and the findings from our Brand Inclusion Index, which reveals what consumers really feel.
Inclusion is right and smart
One key insight continues to stand out: brands can fuel growth by differentiating from competitors, meeting consumer needs, and building emotional connections with as many people as possible. And in increasingly diverse societies — especially in developed markets like the Netherlands — growth potential lies with consumers who have historically been underrepresented or under-served. Overlooking these audiences isn’t just a moral misstep: it’s a commercial missed opportunity. Ritson argues that brand purpose is “fine, but not as a business model.” He claims it often costs brands money. However, Kantar's research shows that brands have a lot to gain as well.
An inclusive brand starts with an inclusive business
Inclusive marketing goes beyond campaign representation. It starts within the organization. Companies built to understand and serve a broader group of consumers are more successful. Brands that genuinely embrace diversity and inclusion more often earn trust, loyalty and revenue. And this is confirmed by the latest numbers from our Brand Inclusion Index NL 2024: Dutch consumers do care about what a brand stands for.
What consumers themselves are saying
We live in an era of fundamentally shifting expectations. International and national movements (like Me Too, Black Lives Matter, and Kick Out Zwarte Piet) alongside increased digital interconnectedness have led to 75% of global consumers saying it’s important to buy from brands that actively support diversity and inclusion. Among Gen Z and Millennials, that percentage is even higher. They expect brands to take a clear stance on social issues and reflect their values. We see the same trend in the Netherlands. More than half of Dutch consumers prefer brands that actively commit to diversity and inclusion. This preference is even stronger among traditionally under-served audiences by brands, such as people with disabilities, LGBTQ+ individuals, or Muslim and Jewish consumers. Ritson argues that consumers are barely aware of brands’ social efforts. But Kantar’s data tells a different story: people do notice, and it genuinely moves them. Interestingly, the gap between values and actions (the so-called value-action gap) is smaller for diversity and inclusion than it is for issues like sustainability. DEI resonates in a sincere and tangible way.
Diverse audiences = sustainable advantage
Brands that connect with diverse and growing audiences not only build short-term relevance but also strengthen long-term brand equity. These audiences are not only growing in number, but also in cultural influence, and they reward brands that understand them with trust and loyalty. There’s a clear opportunity for Dutch brands here. Currently, only 2 in 5 consumers can spontaneously name a brand they perceive as inclusive. That means: there’s room to stand out.
More than awareness: meaningful difference
Ritson advocates for salience — being mentally available — as the key to brand growth. And rightly so: it is important. But he also argues that mental availability is more important than brand image or personality. “If a brand comes to mind at the moment of need, you’re in. Everything else is secondary,” says Ritson in Adformatie. But being known isn’t enough. Our Blueprint for Brand Growth shows that brands grow fastest when they combine three things: being meaningful, different, and well-known. People have positive feelings about brands they understand, that clearly stand for something, and that offer something unique. These are the brands that grow in a sustainable and lasting way.
The data doesn’t lie: inclusive brands perform better
Brands that score highly on the Brand Inclusion Index prove that social relevance and commercial performance can go hand in hand. They don’t just do the right thing: they perform better because they do the right thing. Their values lead to stronger emotional connections, sharper positioning, and better business results. Purpose, then, is not just a marketing gimmick. It must be rooted in a brand’s DNA and shape the way it connects with the world. Mark Ritson may dismiss consumer awareness of brand purpose as fantasy, but our numbers speak for themselves. Consumers — especially the new generation — are paying attention, care about values, and choose brands that stand for something. Purpose is not a distraction from growth. It is the path to growth.