Embracing diversity,equity, and inclusion (DEI): Considerations and opportunities for brand managers |
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| Affiliation: | 1. Swinburne University of Technology, John Street, Hawthorn 3122, Australia;2. The General Store, Level 1/483 Riley Street, Surry Hills NSW 2010, Australia;1. Universidade Nova de Lisboa, 1099-085 Lisbon, Portugal;2. Católica Porto Business School, Universidade Católica Portuguesa, 4169-005 Porto, Portugal;3. Business Research Unit, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal;4. University of Technology Sydney, Ultimo, NSW 2007, Australia;5. Brunel Business School, Brunel University London, Kingston Lane, Uxbridge UB8 3PH, UK;1. Bentley University, Waltham, MA, USA;2. Royal Institute of Technology (KTH), Stockholm, Sweden;3. Gustavson School of Business, University of Victoria, Victoria, Canada;4. Beedie School of Business, Simon Fraser University, Vancouver, Canada;1. University of California, San Diego, School of Medicine, San Diego, California;2. Emory University School of Medicine, Atlanta, Georgia |
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| Abstract: | Diversity, equity, and inclusion (DEI) is ubiquitous in today’s public discourse, underpinned by societal recognition of inequality and demands for less discrimination. Further, DEI increasingly serves as a resource for brands to express their identity and align with consumer values. However, implementing DEI as a brand management strategy requires more than lip service and poses risks if not properly embraced. For instance, consumers can perceive DEI initiatives as inauthentic, or initiatives can miss the mark with target consumer groups when poorly executed. Because brands are now more inclined to take responsibility and a public stance on sociopolitical issues, we take a step back and discuss key considerations and opportunities for brands to embrace DEI. We first document the case for DEI in brand management. Next, we present the consumer and brand perspectives of DEI before unpacking the considerations and opportunities of embracing DEI for brand management. Overall, our manuscript provides guidance for brands, marketers, regulators, and policy makers to better understand the role of DEI for brand management. |
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| Keywords: | Diversity Equity Inclusion Brand management Brand strategy |
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