Brand Inclusivity Index: why and how often Ukrainians are discriminated against
16 May 10:56
Over the past year, almost half, namely 46%, of Ukrainians have experienced discrimination, and this was especially true for veterans and representatives of Generation Z. This is evidenced by the results of Kantar’s research “Brand Inclusivity Index 2025, ” "Komersant Ukrainian" reports
Inclusiveness matters
56% of veterans and 52% of Generation Z representatives who took part in the survey said they had experienced discrimination.
Accordingly, 86% of veterans and 85% of Generation Z Ukrainians believe that diversity and inclusion are important. Moreover, for 63% of veterans, brand inclusiveness is a criterion for making a purchase.
“There is a common belief that inclusiveness and diversity issues are not as relevant in Ukraine as in the world. But this opinion is wrong. Ukraine has already caught up with global indicators: 77% in Ukraine versus 79% globally,” comments Iryna Banit, Brand Leader at Kantar Ukraine.
Why do Ukrainians face discrimination?
According to the study, Ukrainians are discriminated against for various reasons, but most often because of the language they speak, age, body, or appearance.
The level of business inclusiveness
Ukrainian brands, according to the study, do not yet demonstrate an adequate level of inclusiveness: only 3 out of 10 respondents believe that companies are really making efforts in this direction, if we take into account their advertising or marketing.
Only 52% of respondents sometimes see themselves represented in branded content. 13% – never. The situation is worse for people with disabilities: 20% of them have never seen themselves in advertising.
At the same time, 73% of those who have experienced discrimination point to situations of potential contact with the brand – on social media, while looking for a job, etc.
Every second person who has experienced discrimination reported that it happened in commercial locations: on social media (27%), at work (25%), while shopping (19%), in a restaurant, hotel, bar, etc. (8%).
Veterans as a key inclusive audience
Today, more than a million veterans live in Ukraine. This is an influential group that is growing in number and purchasing power. Despite being respected by society, veterans often face discrimination, particularly in commercial spaces (63%).
Every fifth veteran (21%) has experienced discrimination in restaurants, hotels, bars, etc. And this happens to them almost three times more often than to ordinary citizens in general (8%).
According to the authors of the study, this is a signal to brands: ignoring this audience is not only unethical, but also economically short-sighted. Government initiatives, such as the financial inclusion charter adopted by the NBU and the EBRD, demonstrate the political will to change. It’s time for businesses to take a closer look at their readiness to address the needs of inclusion and diversity.
The study was conducted in February 2025 according to the global Kantar Brand Inclusion Index methodology. A total of 402 respondents in the main sample and an additional 100 respondents – veterans of the Armed Forces of Ukraine – were interviewed online.
