Drive for Marketplace Inclusion: An Opportunity for Marketing Innovation

The marketing field is increasingly recognizing diversity, equity and inclusion (DEI) as a crucial driver for brand growth (Brodzik et al., 2021) and a force that fuels innovation and enhances consumer-brand connections (Fast Company, 2022). Academic research underscores the importance of addressing multiple diversity dimensions to strengthen brand connections with consumers (Burgess, Wilkie, & Dolan, 2021) and the relationship between all marketing mix components (product, price, place, promotion) and DEI outcomes for consumers (Henderson and Williams 2013; Park, Voss & Voss 2022).

Despite this momentum, challenges persist. DEI initiatives in marketing often remain fragmented, focusing on specific populations or marketing components, especially advertising (Alhadeff, 2022; Brodzik et al., 2021; Kipnis et al., 2021). Even within advertising, the quality of DEI execution is criticized for lacking authentic engagement with consumer contexts and experiences (Galalae et al., 2023). Kipnis et al. (2021) identify a key issue as the pressure to engage with DEI without accessible knowledge on how to do it effectively.

This pre-conference brings together a panel of industry and research thought leaders in a conversation about significant opportunities for marketing innovation arising when addressing inclusion comprehensively. We aim to create a space for dialogue and knowledge co-creation on pertinent areas for diversity and inclusion-engaged marketing between marketing practice and academe.