Receptiveness to Open and Inclusive Societies 

GlobeScan’s global public opinion research shows that despite the ongoing backlash against corporate Diversity, Equity, and Inclusion (DE&I) initiatives primarily in highly polarized USA, and with companies increasingly worried about facing boycotts and campaigns by appearing too “woke,” the global public remains overwhelmingly supportive of societies becoming more open and inclusive. While younger people tend to be more convinced that we need societies to change, overwhelming majorities of all generations also agree.

Based on a largely representative online survey of nearly 30,000 people across 31 countries and territories, Radar draws upon GlobeScan’s unique database of over two decades of polling public opinion about people’s outlook toward societal actors and the issues affecting them.

GlobeScan’s findings show that most people around the world, including in the USA, recognize the need to make their societies more open to individual lifestyles (e.g., gender expression, sexual orientation) and to diverse ethnic backgrounds, with close to eight in ten people of the younger generations saying the change is at least somewhat needed. Older generations are less likely to agree, but even among the oldest age group – Baby Boomers and those older – a little over seven in ten believe more open societies are at least somewhat needed. Strong majorities of more than seven in ten people agree with the need for more open societies in all of the countries and territories surveyed.


These results contradict the narrative that people are rejecting the DE&I agenda, especially in the USA. Instead, younger people in particular see a need for ever more open and inclusive societies moving forward. Brands that retract support for DE&I risk losing consumers who want them to show unwavering support, even when they face backlash for their stances.

Survey Question:  In the past few years, some societies have begun shifting from traditional values to new values that are more open to individual lifestyles (e.g., gender expression, sexual orientation) and to diverse ethnic backgrounds. How much would you say this shift to more open societies is needed?

Source: GlobeScan Radar Trends Report (survey of 29,565 people in the general
public across 31 countries and territories in July ‒ August 2023)