Scaling up brand inclusivity through brand community collaboration

Purpose Actively promoting a brand as inclusive can backfire when it is seen as flaunting a socially conscious façade. One way marketers can authentically scale-up brand inclusion is to cultivate a strong dialogic relationship with the brand community. The purpose of this study is to explore how online brand communities (OBCs) can be used as a means for co-creating brand inclusion. Design/methodology/approach This research used a netnographic case study approach with two inclusive brands with robust OBCs. Data collection for this case-based project combined observation, field notes and in-depth interview methods with OBC members. Findings Findings revealed that brands can foster inclusion by 1) cultivating consumer belongingness and equality in the brand community, and 2) amplifying acceptance and unique consumer voices within the brand community, which in turn 3) empowers otherwise marginalized consumers to feel seen and lean in to active membership in the brand community. Best practices for cultivating consumer belongingness and equality includes: 1) intentional inclusion, 2) language neutralization and 3) diverse representation. Amplifying acceptance and the unique perspectives of consumers may be accomplished through dialogic interaction and relationship-building between the brand and the brand community and include: 1) forging relationships through co-creation, 2) rewarding creativity and novel ideas in product ideation and crowdsourcing initiatives and 3) strategizing co-branding and ambassador partnerships. Research limitations/implications Our research focused on how brand communities can be used to scale up inclusivity. Research should continue to investigate brand inclusivity initiatives within the changing political landscape. This research was conducted before the extensive backlash against diversity, equity and inclusion as well as the emergence of counter movements like Stop W.O.K.E. or the executive order that focuses on ending radical and wasteful government diversity, equity and inclusion programs and preferencing. Practical implications One important lesson that the authors underscore in their research is that trivializing important social matters can have important and significant consequences. Marketers must think deeply about their messages and who those messages are impacting. Marketers must rebuild trust with consumers if inclusions efforts have gone awry. Our research points to OBCs as a starting point, but further research needs to build on ways marketers can attract a wider range of consumers without being overly reliant on mere representation. Social implications Inclusive marketing resonates with consumers and meets a need for feeling included in the marketplace. Crafting thoughtful and powerful inclusive advertising is beneficial; however, our study suggests that messaging must be grounded in authentic inclusiveness. Companies should carefully consider the ethical concerns related to inclusive advertising. When inclusiveness efforts are inauthentic, insensitive, unclear or misrepresented to consumers, there is potential for significant consumer backlash. Originality/value They propose that when brands engage in inclusion practices, previously marginalized consumers are empowered to show up as active members of the brand community, thereby authentically conveying brand inclusivity. They extend brand community practice to broaden the lens of what constitutes community engagement with a diverse group of consumers, and they contribute to the extant literature by illustrating that a viable inclusive brand strategy could involve co-creating with OBC members to authentically showcase the commitment to diversity and inclusion.