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A recent report released by the Australian Human Rights Commission and Deloitte has revealed that in the past 12 months one in three customers from diverse backgrounds ceased a sale due to poor or disrespectful treatment.

The report - Missing out: The business case for customer diversity - found that one in five customers from indigenous, gay, lesbian, bisexual or faith backgrounds abandoned a transaction because they were not treated fairly or respectfully.

However, half of those surveyed stated that they were positively influenced by businesses promoting messages of equality.

Deloitte human capital partner Juliet Bourke said while a new advertising mantra of 'equality sells' had been adopted, there were still many businesses that overlooked the importance of customer diversity.

"Unfortunately, organisations often imagine customers come in one shape and size. Our diversity has been overlooked. And that’s a huge opportunity. Second, many customers feel alienated by political messages of disrespect.

"We want to express our humanity and we can do that with our buying choices and the brands we support."

Australian Human Rights Commission president Gillian Triggs supported Bourke's comments, emphasising that equality, fairness and respect were core values in the community and, the bottom line in business.

"This report now shows us how important they are to businesses and their bottom line, especially in our increasingly empowered marketplace."

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