Inclusive Social Marketing: Representation and Diversity in Brand Campaigns

Anna Verbytska (), Iryna Lysenko (), Larysa Babachenko () and Nataliia Kraskivska ()
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Anna Verbytska: Chernihiv Polytechnic National University, Chernihiv, Ukraine
Iryna Lysenko: Chernihiv Polytechnic National University, Chernihiv, Ukraine
Larysa Babachenko: Chernihiv Polytechnic National University, Chernihiv, Ukraine
Nataliia Kraskivska: United Nations Development Programme in Ukraine, Kyiv, Ukraine

Marketing and Branding Research, 2023, vol. 10, issue 1, 45-58

Abstract: Over the past two decades, many marketing strategies have emerged around the world, as sales professionals have been searching for a universal language that millions of potential buyers can understand. Inclusive marketing has become a real breakthrough in this area, combining the social and consumer needs of the target audience in advertising campaigns. That is why today companies use inclusive marketing tools in order to attract the attention of various audiences and form a friendly target audience. The purpose of the study was to substantiate the peculiarities of inclusive marketing and to assess the possibilities of using the inclusion to create a positive image of a brand. In the course of the study, it was proved that, a necessary condition for modern companies’ development is the creation of a friendly and inclusive marketing campaign that would take into account the specifics of the entire target audience and allow them paying attention to each potential client. Inclusive marketing has been proven to present products, services, or applications in a context that evokes a deep emotional response from people and makes them feel noticed and understood. It can emphasise or address issues related to ethnic, gender, and socio-cultural differences. The goal of inclusive marketing is to understand and meet the needs of the target audience, attract potential buyers by increasing empathy, and solve life problems. At the same time, each member of the target audience should feel in the centre of attention and feel that their needs can be met, and their wishes can be taken into account, without focusing on their characteristics or disabilities.

Keywords: Brand development; Culture of diversity and inclusion; Inclusive marketing; Inclusion; Marketing campaign (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:10:y:2023:p:45-58

DOI: 10.32038/mbr.2023.10.01.04

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