Key findings
- 58% of organisations that run ED&I campaigns say they do it because it is the right thing to do.
- 33% cite commercial or brand value, and 22% client or customer expectation.
- The top barrier is resource: 46% say they have no team to deliver it. 42% cite a lack of leadership buy-in.
- Fear of backlash is named by 26%, sixth of eight barriers.
Why do brands run ED&I campaigns?
Because they think they should. Among organisations that have run at least one campaign, 58% say the decision was driven by it being the right thing to do. Being part of a broader D&I strategy is second on 44%, followed by demand from staff on 36%.
Commercial reasons come lower. A third (33%) cite commercial or brand value, 27% demand from senior leadership and 22% client or customer expectation.
Teams run these campaigns because it’s right, not because it sells
What’s driven the decision to run these campaigns?
- Values and internal reasons
- Commercial reasons
Respondents could choose more than one, so figures total more than 100%.
View data
| Answer | % |
|---|---|
| It’s the right thing to do | 58% |
| Part of our broader D&I strategy | 44% |
| Demand from staff | 36% |
| Commercial or brand value | 33% |
| Demand from senior leadership / ELT | 27% |
| Client or customer expectation | 22% |
| None of the above | 15% |
What stops brands running ED&I campaigns?
Capacity first, then permission. We asked organisations that had never run at least one of the seven campaigns what had stopped them. The most common answer is resource constraints, with no team to deliver it (46%), followed by a lack of buy-in from leadership (42%).
Budget limitations and not being seen as relevant to the audience are on 38% each.
Is fear of backlash stopping brands?
Less than the headlines suggest. A quarter (26%) cite fear of backlash, which puts it sixth of eight reasons and level with "didn't think of it". Fear about a lack of authenticity is higher, on 36%, but still behind resource, leadership buy-in and budget.
What stops the work is people and permission, not fear
What’s stopped the organisation running these campaigns?
- Fear-based reasons
- Other reasons
Respondents could choose more than one, so figures total more than 100%.
View data
| Answer | % |
|---|---|
| Resource constraints (no team to deliver it) | 46% |
| Lack of buy-in from leadership | 42% |
| Budget limitations | 38% |
| Not seen as relevant to our audience | 38% |
| Fear about a lack of authenticity | 36% |
| Fear of backlash | 26% |
| Didn’t think of it | 26% |
| Time constraints (left it too late) | 22% |
What this means
The public conversation about brands and ED&I is about risk: who was criticised, who pulled back. Inside marketing teams the conversation is more ordinary. Nobody was available. Nobody senior asked for it.
That changes what the fix looks like.
- If the barrier is resource, plan earlier. One in five (22%) left it too late. A calendar solves that before a budget does.
- If the barrier is leadership buy-in, bring evidence. Leadership demand drives only 27% of campaigns. Most are pushed from below, which makes them easy to drop.
- Check the relevance assumption. 38% say a moment isn't relevant to their audience. That is a claim about customers, and it can be tested.
A campaign that runs on goodwill alone is the first thing to go in a tight year. Our findings on which moments get marked show how many already have.
Frequently asked questions
Why do brands run ED&I campaigns?
58% of UK organisations that run them say it is the right thing to do, according to a survey of 300 marketing leads by The Reality Department. 33% cite commercial or brand value.
What is the biggest barrier to ED&I marketing?
Resource. 46% of organisations say they have no team to deliver it, and 42% cite a lack of leadership buy-in.
Is fear of backlash stopping brands from running ED&I campaigns?
For a minority. 26% cite fear of backlash, making it the sixth most common of eight barriers.
Methodology
The Reality Department, in partnership with VCCP, surveyed 300 UK marketing leads at organisations with 50 or more employees. Fieldwork: September 2026. The drivers question was asked of organisations that have run at least one campaign. The barriers question was asked of the 293 whose organisation has never run at least one of the seven.
Related: Which diversity moments do UK brands mark?
Want to test whether a campaign is relevant to your audience? Work with us.