Centre for Consumers and Sustainable Consumption (CCSC) Seminar with Dr Miriam McGowan (Durham University)

They’re not my people: When inclusive marketing backfires

Abstract

Brands are under increasing pressure to champion customer diversity, equity, and inclusion, but do customers always appreciate their efforts? Drawing on identity literature, we investigate when customer diversity initiatives (CDIs) backfire and propose strategies to mitigate this. Our research reveals that CDIs targeting a dissociative group more permanently (Liaison) provoke a stronger backlash among existing customers compared to temporary efforts (Fling). This backlash is driven by identity signaling threat and perceived betrayal. Aligning CDI duration with customers’ relationship types can help mitigate these negative reactions, for sincere but not exciting brands. Moreover, combining a dissociative CDI with a sub-brand or product customization strategy reduces customers’ identity signaling threat, whilst highlighting the brand’s pro-social goals partially mitigates threat perceptions. Our findings offer critical insights for managers on promoting diversity without alienating existing customers. 

About Dr Miriam McGowan