Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers

Diversity, equity, and inclusion (DEI) is ubiquitous in today's public discourse, underpinned by societal recognition of inequality and demands for less discrimination. Further, DEI increasingly serves as a resource for brands to express their identity and align with consumer values. However, implementing DEI as a brand management strategy requires more than lip service and poses risks if not properly embraced. For instance, consumers can perceive DEI initiatives as inauthentic, or initiatives can miss the mark with target consumer groups when poorly executed. Because brands are now more inclined to take responsibility and a public stance on sociopolitical issues, we take a step back and discuss key considerations and opportunities for brands to embrace DEI. We first document the case for DEI in brand management. Next, we present the consumer and brand perspectives of DEI before unpacking the considerations and opportunities of embracing DEI for brand management. Overall, our manuscript provides guidance for brands, marketers, regulators, and policy makers to better understand the role of DEI for brand management. & COPY; 2022 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

Automated summary

Diversity, equity, and inclusion (DEI) are highly discussed topics in today's public discourse due to recognition of inequality and demands for less discrimination. Brands are increasingly using DEI as a way to express their identity and align with consumer values, but this strategy requires more than just surface-level actions to avoid being seen as inauthentic or missing the mark. This article explores the case for DEI in brand management, presents consumer and brand perspectives, and discusses considerations and opportunities for brands to effectively embrace DEI. It provides guidance for brands, marketers, regulators, and policymakers to understand the role of DEI in brand management.