Guest editorial: Inclusive marketing introduction to the special issue: communication

Having witnessed significant growth and evolution over the past decade, inclusive marketing (IM) has emerged as a necessary element of business strategy. This change has been driven by broader societal shifts towards diversity, equity and inclusion (DEI) (Grieco, 2024). IM encompasses business efforts to foster a more representative culture that embraces a broader spectrum of identities, communities and histories (Ferraro et al., 2024; Xavier, 2020). Today, inclusivity as an idea is not limited to the practice of marketing, as it has found itself extended into management strategy, where it is being considered as a mechanism for improving well-being and enabling businesses to fulfil their role as agents for positive societal change (Mende and Scott, 2021). In this strategic sense, inclusivity is based on a deep understanding of stakeholder diversity and a commitment to developing strategies as well as content that resonates with stakeholders from all backgrounds through appropriate channels to drive businesses towards more inclusive outcomes (Park et al., 2023) [...]