CHANGE FOR BETTER – Kantar And GRBN Link Up For A Global Change For The Better

In a world that has never been more aware of the fact that equal opportunities and a diverse work place leads to better business, Kantar has decided to use its expertise and experience in understanding people and behaviours to help companies address this. Kantar’s knowledge of data collection makes it uniquely positioned to create an Inclusion Index which has country and industry sector benchmarks.  This Index will be invaluable to any company hoping to make positive steps in the field of Inclusion, Diversity and Equality. Originally created for the UK Market Research Society (MRS) to allow them to better understand the industry, the first results were reported at the UK Houses of Parliament in 2018. “I have been delighted to have the support and enthusiasm of Kantar in initiating the core evidence building that has kick started the programme of change the sector is spearheading. Kantar has truly partnered with us, proving that evidence really matters in engaging hearts & minds”. Jane Frost, CEO MRS. An Index is only as good as the normative data behind it, and we are already collecting data in UK, US, Australia, France, Spain, Italy, China, Japan and many more will be completed later in the year. In addition to partnering with MRS in the UK, Kantar is partnering with Insights Association in the US to collect benchmarking data for the US market research sector and to offer Insights Association members the possibility to benchmark their own performance on inclusivity. It makes sense therefore that Kantar and GRBN link up to offer all other GRBN national association members also the possibility to collect benchmark data for the sector in their country, as well as offer the benchmarking opportunity to their members who are keen to understand and impact their performance on inclusivity. This online survey looks at corporate branding from the eyes of the employees and truly analyses their perception of how inclusive their organisation is. This allows companies to not only amend their Inclusion and Diversity strategies for the future but also uses Kantar’s expertise in culture change management to allow them to build on their reputation and create a culture where everyone can flourish. Already, the benchmark is showing that 20% of employees have been undermined, bullied or harassed and over 25% of employees have been made to feel uncomfortable within their company within in the last 12 months. This online survey allows us to also analyse by gender, age, race/ethnicity, health and wellness, religion and sexual orientation (when allowed), so we can really understand the impacted groups of employees and what is causing this so that the company can drive change. Mandy Rico Director Of Implementation, Global Operations at Lightspeed Research     Andrew Cannon Executive Director, GRBN