The research project “The Power of Inclusion”, led by prof. Elena Reutskaja and a team of experts from IESE and Wharton, investigates how diversity, equity, and inclusion (DEI) in marketing affects key performance indicators (KPIs) such as sales, purchase intention, and word-of-mouth (WOM). While DEI has been studied extensively in areas like education, healthcare, and workplace performance, its role in marketing strategies and consumer behavior remains underexplored.
The project aims to demonstrate that inclusive marketing campaigns—those featuring diverse body types, ages, races, and genders—positively influence consumers by making them feel valued and respected. These campaigns could lead to greater interest, higher sales, and increased customer loyalty compared to traditional campaigns that use stereotypical and less inclusive imagery. Crucially, DEI stimuli also contribute to improving customers’ subjective well-being and foster broader societal acceptance, eventually driving economic growth and social progress.
The research methodology combines traditional approaches such as field and online experiments with innovative biological techniques (e.g., eye-tracking, emotion recognition, and EEG) to measure nuanced factors like consumer engagement, attention, and emotional responses. Experiments will involve participants with stigmatized and non-stigmatized attributes across three conditions: safety, threat, and inclusion cues. A subproject will also explore how political ideology (e.g., liberal vs. conservative consumers) moderates responses to DEI campaigns.
This work offers significant academic and managerial implications, providing practical guidelines for companies like Coca-Cola, Nike, and Procter & Gamble on designing inclusive campaigns. By addressing gaps in the literature, the study highlights how inclusion cues can be a cost-effective and impactful marketing strategy, while also actively challenging societal stigmas and promoting dignity and equity for all individuals.
The project is expected to span two academic years (2023/2024 and 2024/2025) with a budget of 49,900 euros allocated for experiments, data collection, and hiring a skilled research assistant. Ultimately, this research aspires to strengthen the role of DEI in marketing, aligning business success with positive societal change.