Inclusivity in Advertising: A Typology Framework for Understanding Consumer Reactions

Abstract

The promotion of diversity and inclusion in advertising has the potential to bring about positive change in society. Despite its importance, there has been limited research on consumer reactions to these initiatives, making it challenging to understand their complexities and nuances fully. To address this gap, this study employs a mixed-method approach, combining a typology of reactions to diversity and inclusion advertising (DIA) with qualitative interviews to provide a comprehensive framework for researchers and practitioners. Underpinned by social identity theory, this study segments individuals based on their attitudes and perceptions toward DIA and their level of belief congruence with the message. The resulting framework sheds light on the interplay among individual perceptions, execution considerations, and brand-related perceptions, highlighting the importance of understanding the attitudes of each segment. Critically, three of the four segments suffer from brand-related perceptions, be it a lack of authenticity or engagement or perceptions of selfish motives, making it imperative for practitioners to understand and address these challenges. Finally, we move away from a one-size-fits-all approach to DIA, offering a framework for practitioners, including tailored recommendations for each segment, enabling them to navigate the complex interplay among individual perceptions, execution considerations, and brand-related perceptions.