Key stat: 40% of Gen Zers, and 19% of all consumers, have stopped using or purchasing brands who contradicted or reversed DEI efforts, according to a March survey by Ad Age and The Harris Poll.

Beyond the chart:

• Over half (53%) of Gen Z, and 36% of the general population, have, are, or will participate in an economic boycott, according to a March survey fielded by The Harris Poll on behalf of The Guardian.
• 40% of CMOs worldwide think DEI is an important part of what their brand stands for, according to a June 2024 NielsenIQ and GfK survey.

Use this chart: Marketers can use this chart to consider how upholding their DEI commitments is an investment in consumer loyalty, especially among younger generations.

Related EMARKETER reports:

• US Digital Buyers by Demographic 2025 (EMARKETER subscription required)
• The First 100 Days of Trump (EMARKETER subscription required)

Methodology: Data is from the April 2025 Ad Age and The Harris Poll survey as cited in company blog. 1,088 US adults were surveyed during March 2025.