JOURNAL ARTICLE

How Inclusive Brands Fuel Growth.

  • Published In: Harvard Business Review, 2024, v. 102, n. 3. P. 114 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Rodríguez-Vifá, Omar; Nickerson, Dionne; Bharadwaj, Sundar 3 of 3

Abstract

The article focuses on the importance and business value of marketplace inclusion, defined as serving historically underrecognized communities (HUCs) in ways that help brands grow and make customers feel seen. It presents a framework for increasing inclusion through three dimensions: seeing the market (understanding diverse customer segments), serving the market (designing products and services that meet diverse needs), and being in the market (creating inclusive customer experiences and advocacy). Case studies of companies like Mattel, Sephora, and Fenty illustrate how intentional inclusion strategies can drive growth, while examples such as Target highlight challenges in balancing diverse customer expectations. Despite demonstrated benefits, the article notes a persistent lack of inclusion across industries, urging brands to adopt systematic, data-driven approaches to better reflect and serve diverse populations.

Additional Information

  • Source:Harvard Business Review. 2024/05, Vol. 102, Issue 3, p114
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2024
  • ISSN:0017-8012
  • Accession Number:176460495
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