Diversity is likely among the most-discussed topics for fashion brands and retailers right now. But it isn’t just a buzzword: Consumers are now increasingly making their shopping choices based on a brand’s approach to diversity and inclusion.

According to a First Insight, Inc. report released today, over half of U.S. consumers said having women and minorities in senior leadership positions was important — with 52% of women and 54% of men saying that companies should hire chief diversity officers. Roughly half of Americans surveyed (48% of men and 45% of women) said cultural inclusivity was important.

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