Brand approaches to diversity: a typology and research agenda

What is it about?

Despite increased emphasis on diversity marketing, much remains unknown about how brands should approach diversity. The current research seeks to understand what constitutes a brand’s approach to diversity (BATD), establish a categorisation of such approaches, outline the effects on audience connectedness. 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.

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