Why Marketing's Inclusion Crisis Persists: The Limits of Diversity Without Intersectionality
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Burgess, Amelie
Kapitan, Sommer
Gray, Harriet
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SAGE Publications
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[From introduction] Marketing shapes cultural conventions regarding who belongs, who is valued, and whose lives are visible or invisible (Sobande 2020), contributing to the normalization of social hierarchies (Uduehi, Saint Clair, and Crabbe 2025). While marketing research increasingly recognizes diversity and inclusion issues, inequality remains insufficiently addressed. Marketers often rely on unidimensional identity categories, rather than nuanced reflections of multidimensional power systems that structure lived experience (Gopaldas 2013; Uduehi, Saint Clair, and Crabbe 2025). Such perspectives overlook how marketing systems, recognition, and legitimacy are constructed at intersecting social positions. Consequently, seemingly diverse marketing practices can foster inclusion for some groups while structurally excluding others. Nuanced analysis of how inclusion and exclusion are coproduced across intersectional identities is critical.
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35 Commerce, Management, Tourism and Services, 44 Human Society, 11 Medical and Health Sciences, 15 Commerce, Management, Tourism and Services, 16 Studies in Human Society
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Journal of Public Policy and Marketing, ISSN: 0743-9156 (Print); 1547-7207 (Online), SAGE Publications, 45(3 Special Issue: Reclaiming Marketplace Inclusion as a Marketing Imperative), 273-275. doi: 10.1177/07439156261437689
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© The Author(s) 2026. This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
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Except where otherwise noted, this item's license is described as © The Author(s) 2026. This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).