INCLUSIVE MARKETING AS A STRATEGY TO COUNTER MARKETING AGEISM

Marketing ageism, a form of age-based discrimination within marketing practices, has emerged as a global challenge impacting economies worldwide. An increasing number of companies are recognizing the prevalence of marketing ageism and its detrimental effects on consumer attitudes, trust, and loyalty, which subsequently influence brand image, reputation, and competitive positioning. Mitigating marketing ageism is crucial for fostering social responsibility and cultivating an equitable and inclusive society. In this context, the adoption of inclusive marketing is of paramount importance. The primary objective of this article is to investigate the essence of inclusive marketing and the necessity of developing an inclusive marketing strategy; to systematize the core components of an inclusive marketing strategy designed to counter marketing ageism, with the aim of facilitating their subsequent implementation in the practical operations of companies within a competitive market. The research presented in this article demonstrates that inclusive marketing is an effective tool for counteracting marketing ageism. It enables companies to create equitable opportunities for consumers of various age groups, challenge stereotypes, foster intergenerational communication, and enhance brand trust. The application of inclusive marketing approaches is a potent means of preventing the marginalization of individuals and mitigating social divisions. An anti-ageist policy is an integral component of an inclusive strategy, contributing to the development of a positive corporate image and reputation in a competitive market. The core components of an inclusive marketing strategy are identified as: customer-centricity, the development of inclusive advertising products, equitable pricing, ensuring accessibility of sales and communication channels, and inclusive promotion. The development and implementation of an inclusive marketing strategy that addresses the needs of consumers across all age groups is a critical factor in achieving competitive advantage in the contemporary market.