What is your prediction for the future of diversity?
As demographics continue to evolve in the United States, there continues to be a lack
of minority representation in politics and
higher levels of management.
United States of America
DIVERSITY IS CULTURALLY NUANCED
RACE
RACE
RACE
INCOME
INCOME
RACE
RACE
RACE
RACE
RACE
INCOME
INCOME
URBAN VS. RURAL
RELIGION
RELIGION
RELIGION
LGBTQ
LGBTQ
LGBTQ
LGBTQ
LGBTQ
LGBTQ
RACE
GENDER
INCOME
RACE
RACE
Canada has long been a haven for multiculturalism, as reflected by its heritage of indigenous, English-speaking, and French-speaking cultures.
Canada
RACE
Over 50 years have passed since the Race Relations Act outlawed racial discrimination in the U.K. In the wake of Brexit, however, many believe there’s been an increase in racial prejudice.
United Kingdom
RACE
France is a melting pot of different cultures and ethnic origins. While tolerance is increasing, there remain significant issues when it comes to stereotyping and verbal aggressions.
France
RACE
Defining what a German looks like has been a major topic of discussion. #vonhier (#fromhere) has been used to denote when someone feels their nationality is being questioned.
Germany
RACE
In Italy, the number of racially motivated attacks has been on the rise in recent years. Extremist groups have fueled a climate of hatred by stoking fears of a presumed invasion of Italy by foreigners.
Italy
RACE
With its history as a British colony and its position as an international hub in Asia,
Hong Kong has always been a city that is
made up of different races and cultures.
Hong Kong
RACE
Over a quarter of Australia’s population was born overseas and a significant portion of households speak a language other than English.
Australia
RACE
South Africa has come a long way from its history of apartheid. While the nation’s wide range of cultures, languages, and ethnicities are celebrated today, there still remains many underlying societal tensions around race.
South Africa
RACE
The U.A.E. is dealing with some of the highest income inequality in the world. A large number of immigrants to the country are blue collar workers who live below the poverty line.
United Arab Emirates
Turkey is dealing with growing income inequality, especially in the country’s urban areas. A significant portion of society feels
that they no longer have income security.
Turkey
INCOME
In the last 40 years, China has witnessed an incredible period of economic growth. While this has changed many people’s lives, it has also left others behind.
China
INCOME
In Russia, economic inequality has been a significant issue for many years. This has affected many aspects of life including access to medical services and educational opportunities.
Russia
INCOME
Many young people are moving to Japan’s main urban neighborhoods, making it increasingly difficult for rural areas to function.
Japan
URBAN VS. RURAL
India is the origin of many ancient religions. Hinduism, Buddhism, Jainism, and Sikhism are some of the major religions that trace their roots back to India.
India
RELIGION
Relative to the rest of Southeast Asia, the Philippines is unique for having a predominantly Christian population. There does remain, however, a religious conflict between Muslims and Catholics in the country.
Philippines
RELIGION
Religion forms the bedrock of most day-to-day activities in Nigeria, with most individuals in the country adhering to either Islam or Christianity.
Nigeria
RELIGION
In 2010, Argentina became the first Latin American country to legalize same-sex marriage. Activism is a core aspect of Argentina’s culture, and citizens are committed to claiming their rights.
Argentina
In June 2019, the Supremo Tribunal Federal ruled that discrimination on the basis of one’s sexual orientation or gender identity is a criminal act.
Brazil
Spain was the third country in the world
to legalize same-sex marriage. Additionally, the Madrid Pride parade is the largest in Europe.
Spain
Colombia banned discrimination on the
basis of sexual orientation in 2011, and
legalized same-sex marriage in 2016.
Colombia
Diversity on the basis of sexual orientation
has been a hot topic in Mexico. There are frequent demonstrations in support of the
LGBTQ community in the streets and online.
Mexico
LGBTQ
Citizens of Chile have become more conscious of LGBTQ issues in recent years and progress has been made to protect their human rights.
Chile
LGBTQ
Throughout Thailand, lower classes have felt excluded from opportunities to advance beyond low-pay and low-skill work, resulting in increases to income inequality.
Thailand
INCOME
Puerto Rico has taken a strong stance on gender equality when it comes to representation in the workforce. Puerto Rican women on average earn more than their male counterparts.
Puerto Rico
In Peru, racism is a structural problem arising from its colonial past. One’s skin color and place of origin are seen as key factors in determining one’s position and privileges in society.
Peru
RACE
LGBTQ
LGBTQ
LGBTQ
LGBTQ
INCOME
Click on the flags to learn more about what diversity means to each country.
It’s a bit much, the focus on diversity. It emphasizes our differences."
No one can tell you how you should think. You can’t force others to think the way you do."
We tend to hide behind our fingers, meaning what we say is different from what we really feel."
Things are better now than in the past. I don’t have to hide anymore."
– Japan
"
– U.S.
"
– Thailand
"
– U.S.
"
not
EVERYONE
HAS
THE
SAME
OUTLOOK
ON
DIVERSITY
– Colombia
"
– Cyprus
"
"I predict that diversity won't be discussed as much as it is today. We're moving towards a place where diversity will just be the norm."
"
– Canada, Male
– Chile, Male
"The future is already here. Diversity must be a fact."
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CONTACT
CONTACT
©2019 McCANN WORLDGROUP
McCann Worldgroup Truth Central is our global intelligence unit dedicated to unearthing the macro level truths that drive people’s attitudes and behaviors about life, brands and marketing.
Our team of trend and insight experts regularly author global studies packed with actionable perspectives that are as creative
as they are analytically sharp.
ABOUT TRUTH CENTRAL
74%
We interviewed 32,205 people to understand the deep cultural nuances of diversity around the world.
"'Diversity' as a discourse is Western. But we have always been diverse."
–India
Of people believe society
is stronger with people who look and think the same.
Of people believe their country was better when there was less immigration.
41%
GLOBAL
57%
GLOBAL
TENSIONS ARE CLEAR TO SEE
of people
"Not knowing the lingo used by others, or how to address someone who is different so as not to offend them."
"
– U.S., Female
"Sometimes conversations about diversity don't feel safe to have."
– Canada, Female
What SCARES YOU THE MOST ABOUT DIVERSITY?
"That this is still an issue."
– Cyprus, Female
(globally)
try not to judge people on the basis of their
race
gender
age
but think they do sometimes.
of people believe brands have a responsibility to promote diversity.
73%
Minority Groups
Non-Minority Groups
Minority Groups
Who is more likely to agree that "diversity is over-rated?"
Click on the shapes below to reveal the answer.
QUIZ
Urban Dwellers
Urban Dwellers
Rural Dwellers
STORIES
TO INCREASE
EMPATHY
AND
UNDERSTANDING
By listening to both supporters and skeptics of diversity, we seek to find common ground in order to build a more inclusive workplace and world.
Who is more likely to agree that
"I feel uncomfortable around people who are different from me?"
Click on the shapes below to reveal the answer.
QUIZ
Diversity can be both good and bad. It makes society great, but it also gets exploited which feels insulting."
– U.K.
"
Diversity is one of the
most valuable things
for humanity. It allows
us to move forward
and improve."
– Guatemala
"
The progress of diversity in society makes me feel more easy to live as I am."
Diversity helps those
who have been historically marginalized and gives them more of an equal chance."
DIVERSITY
ON
OUTLOOK
SAME
THE
HAS
EVERYONE
not
Diversity Supporter
Diversity Skeptic
– Mexico
"
Instead of confronting,
I believe helping them to understand is the answer."
The most important thing is treating the other respectfully even though we have differences."
– Spain
"
COMPASSION IS UNIVERSAL
Regardless of your opinion on diversity.
Click on the floating excerpts to read the letters people shared with us.
GENDER
It's tempting to assume that "diversity" is a Western idea. Our research, however, illustrates that markets such as China and India are more likely to say they actively support diversity initiatives and are more likely to agree that gender is a fluid notion.
In theory, people recognize there are wide-ranging benefits to diversity and inclusion. But when it comes to translating these beliefs into action, it's clear that we still have a long way to go. The truth is our attitudes toward diversity can be somewhat contradictory.
In order to explore how people think about diversity, we conducted a series of group discussions and 1-on-1 interviews with people who are pro-diversity and those who are skeptical. Participants were free to speak their mind on a topic that often can't be discussed in public.
While conducting our field research around the world,
one sentiment that repeatedly came up was the need
for greater empathy and understanding. Being able to
have an open and honest conversation with those from
different ideological backgrounds is the key to progress.
We asked people to write letters to those who held opposing views. What we uncovered were deeply rich human stories that sought to reach a common understanding.
It’s up to all of us to create the conditions in which inclusivity can thrive, and everyday people look to brands as powerful allies. How brands go about this, however, is under immense scrutiny. To be most impactful, a brand must ensure that its diversity and inclusion strategy closely aligns with the broader meaningful role it plays in people's lives.
MEDIA
MEDIA
HOME
HOME
CONTACT
CONTACT
54%
of people don't feel comfortable sharing their opinion.
offending
omitting
saying
showing
living
Counter-Productive
Lacking
Awareness
Ticking
boxes
reflecting
reality
driving
innovation
...but think they do sometimes.
race
gender
age
of people, globally, try not to judge people on the basis of their...
74%
?
Urban Dwellers
In urban settings, people are more likely to be exposed to a variety of individuals from different walks of life. Tensions have come to the fore as people fear retribution for doing or saying the wrong things.
Minority groups have heard a lot of discussion around diversity, but that hasn’t necessarily translated into corresponding action or visible changes in their everyday lives. As a result, minorities often feel disillusioned.
Minority Groups
?
Brands have an incredible opportunity to make a meaningful difference in their consumers’ lives. But when it comes to making an impact through diversity initiatives, brands need to move beyond ticking boxes to truly harnessing diversity as a force for innovation.
The brand spectrum
– Chile, Male
the truth about
DIVERSITY
DIVERSITY
ON
OUTLOOK
SAME
THE
HAS
EVERYONE
not
It’s a bit much, the focus on diversity. It emphasizes our differences."
– U.S.
"
Things are better now than in the past. I don’t have to hide anymore."
– Thailand
"
No one can tell you how you should think. You can’t force others to think the way you do."
– Colombia
"
– U.S.
"
Diversity helps those who have been historically marginalized and gives them more of a equal chance."
We tend to hide behind our fingers, meaning what we say is different from what we really feel."
– Cyprus
"
The progress of diversity in society makes me feel more easy to live as I am."
– Japan
"
Diversity can be both good and bad. It makes society great, but it also gets exploited which feels insulting."
– U.K.
"
Diversity is one of the most valuable things for humanity. It allows
us to move forward
and improve."
– Guatemala
"
...but think they do sometimes.
race
gender
age
of people, globally, try not to judge people on the basis of their...
74%
"Not knowing the lingo used
by others, or how to address someone who is different so
as not to offend them."
"
– U.S., Female
"That this is still an issue."
– Cyprus, Female
"Sometimes conversations about diversity don't feel safe to have."
– Canada, Female
What SCARES YOU THE MOST ABOUT DIVERSITY?
While conducting our field research around the world, one sentiment that repeatedly came up was the need for greater empathy and understanding. Being able to have an open and honest conversation with those from different ideological backgrounds is the key to progress.
Diversity Supporter
– Mexico
"
Instead of confronting I
believe helping them to understand is the answer."
Diversity Skeptic
The most important thing is treating the other respectfully even though we have differences."
– Spain
"
COMPASSION IS UNIVERSAL
Regardless of your opinion on diversity.
54%
of people don't feel comfortable sharing
their opinion.
It’s up to all of us to create the conditions in which inclusivity can thrive, and everyday people look to brands as powerful allies. However, how brands go about this is under immense scrutiny. To be most impactful, a brand must ensure that its diversity and inclusion strategy closely aligns with the broader meaningful role it plays in our lives.
of people believe brands have a responsibility to promote diversity.
73%
Brands have an incredible opportunity to make a meaningful difference in their consumers’ lives. But when it comes to making an impact through diversity initiatives, brands need to move beyond ticking boxes to truly harnessing diversity as a force for innovation.
The brand spectrum
HOME
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©2019 McCANN WORLDGROUP
McCann Worldgroup Truth Central is our global intelligence unit dedicated to unearthing the macro level truths that drive people’s attitudes and behaviors about life, brands and marketing.
Our team of trend and insight experts regularly author global studies packed with actionable perspectives that are as creative as they are analytically sharp.
ABOUT TRUTH CENTRAL
EXPERTISE
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NEWS
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CONTACT
WORK
RACE
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