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  "documentTitle": "2022 Global Marketing Trends",
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      "text": "Our data tells us that high-growth brands (defined as those with annual revenue growth of 10% or more) are more frequently establishing key performance metrics for diversity, equity, and inclusion (DEI) objectives than their lower-growth competitors.",
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      "text": "As it happens, committing to battling social inequities and championing DEI also ends up being a gateway to growth. In our survey of over 1,000 global executives, we found that the highest-growing brands are committed to achieving equitable outcomes across all their areas of influence—workforce, marketplace, and society—in ways their lower-growth peers are not. They measure their DEI efforts more holistically and do it more often in almost all areas (compared with low-growth organizations), with a statistically significant difference in four dimensions: talent acquisition, talent retention, brand messaging, and community investments (figure 2).",
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      "text": "These findings reflect the contours of a changing society. New US Census data shows that in the past decade, the white population has declined for the first time in history, and people who identify as multiracial, Hispanic, and Asian are driving much of the population growth. A 2021 Gallup poll highlights that LGBTQ identity has risen from 3.5% in 2012 to 5.6% in 2020—and includes one in six among Generation Z (ages 16 to 26 in 2021). And the World Health Organization reports that globally, 15% of the population lives with a disability—a category of consumers that is rarely featured in representative advertising. Many of these developments should inform the way brands speak to younger consumers, especially Gen Z. Overwhelmingly, 94% of that generation expects companies to take a stand on important social issues, and 90% say they are more willing to purchase products that they deem beneficial to society. But younger consumers will notice if brands aren't making a genuine, holistic effort to live those DEI values.",
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      "kind": "title",
      "text": "Resonating with authenticity",
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