Diversity in practice: Investigating how brands’ approaches to diversity impact millennials’ and Gen Z’s brand loyalty
Abstract
Retail brands have dedicated efforts to meet consumers’ growing demand for diversity in business products and practices. However, gaps persist in understanding when and how to approach diversity, particularly among the most socially conscious consumers, millennials and Gen Z. To establish how a brand can successfully navigate diversity practices within this cohort, this paper analyses how the effects of diversity practices were tested using Burgess et al.’s Brand Approaches to Diversity Typologies (BADTs) as a framework. In a series of experimental studies, it was found that the timing of entry and the depth of diversity practices significantly impact brand loyalty. Specifically, being timely and adopting a holistic approach to diversity yield the most favourable brand loyalty outcomes among this cohort. Guidelines for practitioners are provided on how brands should approach diversity to brand loyalty. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
The full article is available to subscribers to the journal.
Author's Biography
Tiffy M. Blanchflower is an Assistant Professor at the Department of Interior Design and Fashion Merchandising, East Carolina University. Her studies focus on emerging trends in retailing such as marketing; alternative consumption; diversity, equity and inclusion (DEI) practices and pedagogy. Dr Blanchflower has published award-winning works in several journals, such as the International Journal of Retail and Distribution Management, winner of the Emerald Literati Award for Outstanding Paper.
Michelle Childs holds the position of Associate Professor at the Department of Retail, Hospitality and Tourism Management, The University of Tennessee, Knoxville. Her research interests focus on brand strategies’ effect on brand growth and recovery. Dr Childs has been published in several journals, such as the Journal of Product and Brand Management, Journal of Brand Strategy and Journal of International Consumer Marketing.
Delisia R. Matthews is an Associate Professor at the Department of Textile and Apparel, Technology and Management, Wilson College of Textiles. Prior to academia, she worked for eight years in the marketing research and retail industries. Dr Matthews’ research focuses on consumer behaviour in apparel/retailing. Areas of study are brand equity, clothing rentals and swaps, eco-friendly apparel, fashion trucks, ‘Sneakerheads’, plus-size consumers, African American consumers and fashion consumer groups.
