Inclusive advertising for a better world

Abstract

The expansion and contestation of various social and cultural norms across identity categories such as race, gender, sexuality, physicality, and ability underscores the need for inclusive advertising that can reflect today’s demographically diverse market and resonate with underrepresented consumer communities (Licsandru and Cui Citation2018). A lack of understanding of and respect for diversity can negatively affect societal well-being by reinforcing bias and marginalization against minority groups (Henderson and Rank-Christman Citation2016). Research also shows that consumers who feel alienated or marginalized from brands can experience threats to their well-being (e.g., Kipnis et al. Citation2021). Given the long-standing criticism of invisibility and stereotyping of minorities in advertising, as well as the recent controversies surrounding “woke” advertising as exploiting diversity and inclusion movements, research must provide theoretical and strategic insights on advertising inclusivity, or lack thereof, to understand the social and cultural impacts of advertising.