Diversity marketing and social responsibility: a legitimation model for emerging economies

What is it about?

In emerging economies, consumers are often sceptical of advertising diversity, fearing it is just a marketing trick (or "washing") without real change behind it. This study proposes that, for brands to build absolute trust, they cannot rely solely on inclusive ads; they must demonstrate their commitment through genuine Corporate Social Responsibility (CSR), such as supporting diverse suppliers and implementing fair internal policies. We show that when diversity marketing is backed by ethical action rather than just visual representation, it builds authentic brand loyalty and contributes to reducing social inequality.

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Photo by James A. Molnar on Unsplash

Photo by James A. Molnar on Unsplash