Fostering trust through diversity and inclusion to address contemporary challenges for brands

Sandro Castaldo, Generoso Branca, Monica Grosso (), Emanuele Acconciamessa and Marianna Bartiromo
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Monica Grosso: EM - EMLyon Business School

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Abstract: Diversity and inclusion have become relevant themes in consumer expectations as much as in corporate and public policy. In an era of turbulence, characterized by systemic challenges, trust may be a critical enabler for organizational resilience. This study investigates the role of companies' diversity and inclusion initiatives in fostering trust, emphasizing the consequent impact on business outcomes and consumer behavior. The research is based on desk analysis and a longitudinal survey, following a holistic approach that accounts for multiple forms of diversity. The preliminary results show that diversity and inclusion efforts enhance brand trust and contribute to brand loyalty and Net Promoter Score. The findings provide insights for organizations seeking to strengthen consumer relationships and achieve long-term success by embedding diversity and inclusion in their marketing policies.

Keywords: inclusion; diversity (search for similar items in EconPapers)
Date: 2025-06-18
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Published in First International Network on Trust (FINT) Conference 13th, Jun 2025, Genoa, Italy

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05644501

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