Diversity in Marketing

Marketing 2026 Book chapter Open access

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Authors: Karl Moore, Niketh Pareek, Marie Parent, Misako Furuya
DOI: 10.4324/9781003656029-13
Cited by: 0

Abstract

This chapter focuses on the shift of marketing content towards diversity and inclusion. Consumers increasingly expect brands to reflect the diversity of their audience in terms of race, gender, age, abilities, body types, and cultural backgrounds. Brands are beginning to move away from stereotypes and embrace storytelling which portrays individuals in a realistic and empowering way. This chapter includes a case study on Dove’s “Real Beauty” campaign, showcasing diverse models and challenging beauty standards and provides the reader with five best practices for inclusive marketing.

Fields of Study & Subjects

Media Gender and Advertising Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Publication details

Journal / source
Marketing
Pages
270–280
Publication date
16 January 2026
Language
EN
Document type
Book chapter