Inclusive Marketing, Value Creation Strategies, and Social Sustainability

Abstract

What is inclusive marketing and why has it become so important for marketers? Inclusive marketing is speaking to a diverse audience and learning that new language makes it possible to address also vulnerable and marginalised groups. Brands act as cultural agents, shaping the experiences people encounter daily and inclusive marketing is a tool to build corporate identity, helping firms differentiate themselves while aligning with broader societal goals. Inclusive marketing can unlock new market opportunities and foster equality and social inclusion. However, authentic inclusive marketing strategies are essential to avoid backlash and accusations of “woke-washing.” Grounded in rigorous academic and multidisciplinary research, this book combines theory analysis, case studies, firsthand experiences, and essays from international scholars, professionals, and experts. It explores opportunities, challenges, and practical approaches to inclusive marketing strategies that benefit businesses and society. A valuable resource for academics, researchers, and students on Advanced Marketing, Business Strategy, and Communication courses, it also serves professionals wishing to enhance their strategies and contribute to a socially inclusive future