While DEI programs were originally introduced to create more equality and diversity in companies, they are increasingly controversial in conservative circles. Notably, several U.S. states, including Florida and Texas, have passed laws in recent years that restrict or outright ban the funding and implementation of inclusion and diversity programs. Critics argue that such measures are ideologically driven and could undermine the long-term goal of social equality.
Diversity and inclusion are not just an ethical obligation, but a real competitive advantage. Studies show that diverse teams and strategies are not only more creative, but also measurably more successful. Why? Because they better reflect the reality of the target groups.
The economic benefits of diversity are clear: according to the McKinsey study "Diversity Matters Even More" (2024), companies with gender-mixed management teams worldwide are 39% more likely to be more profitable than average. In Europe, this "diversity bonus" is even greater, with a 62% higher probability (McKinsey & Company).
Ethnic diversity also brings financial benefits. Globally, companies with diverse teams achieve 39% higher profitability, while companies with low diversity perform significantly worse. In fact, companies in the bottom quartile for both gender and ethnic diversity are 66% less likely to be financially successful (McKinsey & Company).
The figures show that diversity in companies is not only socially but also economically crucial. However, Germany must become more active in order to keep pace internationally. Building diverse talent pipelines and promoting inclusive corporate cultures are essential in order to benefit from the advantages of diverse teams in the long term.
Market researchers from the advertising agency McCann surveyed more than 32,000 people under the age of 24 from 26 countries - including young people from Germany - as part of the "Truth about Gen Z" study. The study sheds light on Generation Z's expectations of brands and shows how companies can successfully interact with this target group (McCann).
Diverse influencers help to credibly address different communities. In Germany, for example, those who focus specifically on BIPoC, LGBTQIA+ or generation-specific perspectives benefit from increased reach and brand loyalty. At the same time, these approaches create a stronger bond because they reflect social values that are becoming increasingly important. And TikTok in particular has shown that people from a wide range of communities are popular and can authentically represent people at eye level who have previously been less included in commercial campaigns.
In short, diversity is not only good for the image, but also for the bottom line. Companies that place diversity at the center of their strategies have a measurably greater market resonance and can be more successful in the long term - provided that they work authentically, over the long term and not just selectively with creators who represent different people. However, mere activation for specific campaigns such as Pride Month is increasingly being viewed negatively and can even damage a campaign through loud criticism.
The importance of diversity in companies and in influencer marketing should remain undisputed. But the key lies in authenticity. Consumers want real values and not just one-off campaigns. If you want to live diversity successfully, you have to think long-term and enter into authentic partnerships with influencers who represent different communities, both internally and externally.
This is where IROIN® comes into play: with our AI-supported discovery, we help brands find the right influencers for campaigns. This makes it easier to search for diverse creators, while at the same time ensuring that strong reach is achieved and target groups are optimally reached. With IROIN®, we put diversity into practice and turn it into a driver of success for our partners.