Diversity marketing and social responsibility: a legitimation model for emerging economies

Purpose This paper aims to propose a theoretical framework that positions corporate social responsibility (CSR) as a central legitimation mechanism in unequal markets, grounded in the intersection of marketing and diversity. It seeks to fill theoretical gaps in contexts where diversity is often limited to human resource management, neglecting its strategic market potential. Design/methodology/approach This conceptual paper adopts a theory synthesis approach to critically articulate marketing literature, consumption sociology and corporate ethics (institutional theory). It develops a theoretical framework that connects the construction of minority consumer identities to the need for institutional legitimation through CSR, contrasting Global North models with Global South realities. Findings The analysis suggests that in markets marked by structural inequality and scepticism, diversity marketing detached from ethics tends to be rejected as opportunism (washing). It is argued that CSR acts as an authenticity filter and mediating variable, transforming symbolic representation into brand legitimacy and loyalty. Social implications This study suggests that diversity marketing, supported by CSR, can serve as a mechanism for income redistribution and the reduction of structural inequalities through supply chain inclusion. Originality/value This study contributes to shifting diversity marketing from a promotional tactic to an ethical and strategic imperative. It offers a novel perspective on brand legitimation in emerging economies, suggesting that social validation and supplier diversity precede economic success in contexts of high social vulnerability.