Brand approaches to diversity: a typology and research agenda

Abstract

Purpose Despite increased emphasis on diversity marketing, much remains unknown about how brands should approach diversity. This paper aims to understand what constitutes a brand’s approach to diversity (BATD), establish a categorisation of such approaches, outline the effects on audience connectedness and establish a future research agenda. Design/methodology/approach This conceptual paper draws on critical theory and practical exemplars to present a conceptualisation of BATD. Findings Using two determinants, depth of diversity integration and order of entry, it is possible to categorise BATD into four types: transformative, adaptive, passive and performative. Early adoption and greater depth of diversity approaches (i.e. multidimensional to an intersectional representation of identities) provide optimal opportunities for evoking connectedness. Research limitations/implications The conceptual typological framework for BATD helps delineate how varying levels of diversity depth and order of entry influence audience connectedness. A detailed agenda for further research can guide ongoing diversity research. Practical implications Creating a typology reduces complexity and helps marketers recognise the differing components, manifestations and effects of their diversity approach. To increase connectedness and reduce audience scepticism, marketers must seek deeper-level diversity integrations and adopt approaches earlier. Originality/value This study offers a novel conceptualisation of BATD by defining it, distinguishing it from related research themes and moving beyond single diversity dimensions and marketing mix elements. Further, audience connectedness is positioned as a critical consequence as it can instigate desirable brand outcomes, benefit those identities represented and promote a more inclusive society.

Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism

“…Consumers, however, seem to expect the motivation for brand activism to follow a "brand authenticity view," with the brand positioning itself as believing in this view, which is consistently reflected in its institutional practices and policies (Moorman, 2020). In this sense, this research answers the call of Burgess et al (2023) because it deepens our understanding of the impact that a brand's approach to diversity has on consumers' perception of authenticity.…”

“…purchase intentions or brand recommendation) and considers a deeper understanding of the social self-identity of these consumers and its relationship with brand activism. When companies adopt a proactive approach to diversity, they opt for a deeper level of commitment to this group of consumers than a passive approach: management and marketing actions should, as a result, be aligned with brand discourse (Burgess et al. , 2023).…”

“…From a managerial point of view, this research contributes by suggesting possible paths that marketing and branding managers might follow, especially when considering the identity of their target audience and the connection that the brand wants to establish (Intharacks et al, 2022;Burgess et al, 2023). The brand must engage with this audience using practices that are congruent with the arguments used in its communication, while its brand activism must be perceived as authentic by the community (Hydock et al, 2020;Ciszek and Pounders, 2020).…”

“…As a result, brands have often adopted activism strategies to position themselves with greater relevance or improve their relationship with their customers (Koch, 2020). Consumers have also become more critical and engaged with what brands represent and with the perception of coherence in the latter's positioning (Palazzo and Basu, 2007); in other words, the way companies approach diversity matters to consumers (Burgess et al, 2023). When corporate discourse is not perceived as authentic, activism can lead to "woke washing," which is the perception that the brand is misleading its customers with illegitimate arguments or is inconsistent in its practices (Vredenburg et al, 2020).…”

“…As a result, brands have often adopted activism strategies to position themselves with greater relevance or improve their relationship with their customers (Koch, 2020). Consumers have also become more critical and engaged with what brands represent and with the perception of coherence in the latter's positioning (Palazzo and Basu, 2007); in other words, the way companies approach diversity matters to consumers (Burgess et al. , 2023).…”