JM Buzz Deep Dive: When Inclusive Marketing Doesn't Resonate: How Brands Can Build Trust in Inclusivity-Focused Product Lines (with Dr. Samantha Cross)
Description
Many inclusivity efforts fall short for underrepresented consumers. This Journal of Marketing study explores consumer skepticism and offers strategies to build genuine brand trust.
Join host Samantha Cross (Babson College) for a discussion with Jennifer K. D’Angelo (Texas Christian University), Lea Dunn (Brooks Running), and Francesca Valsesia (University of Washington), about their Journal of Marketing study, "Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers."
Read an in-depth recap of this research here: https://www.ama.org/2024/11/19/when-inclusive-marketing-doesnt-resonate-how-brands-can-build-trust-in-inclusivity-focused-product-lines/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241268634
Reference: Jennifer D’Angelo, Lea Dunn, and Francesca Valsesia, “Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers,” Journal of Marketing.
Host: Samantha N. N. Cross
Topics: inclusivity, representation, customer respect, product fit, marketing strategy, branding
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM.
United States
