Researchers from Texas Christian University, Brooks Running, and the University of Washington conducted a recent study published in the Journal of Marketing. It delves into why underrepresented consumers might be sceptical about inclusivity-focused product line extensions and suggests ways companies can improve their outreach.

The research, soon to be featured in the Journal of Marketing, is titled “Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers,” authored by Jennifer D’Angelo, Lea Dunn, and Francesca Valsesia. It highlights a growing trend among brands to develop or expand product lines catering to a diverse consumer demographic to represent better those traditionally marginalised in the marketplace. Despite the positive intentions behind these inclusivity initiatives, the study finds that not all consumer groups view these efforts equally favourably. While generally received positively, these initiatives can provoke a less enthusiastic response from the consumers they aim to support — those who feel underrepresented.

The research focuses on the underrepresentation in the marketplace, with D’Angelo pointing out that feeling underrepresented can heighten consumer scepticism about whether the products will adequately meet their specific needs. For many consumers, particularly from racial backgrounds that have historically been overlooked in product development, there is a palpable sense of their needs being misunderstood, ignored, or poorly interpreted by brands. This sentiment is underpinned by demographic shifts, as evidenced by the 2020 United States Census, where Black and Hispanic populations make up 30.8% of the populace yet have traditionally seen less focus compared to White consumers in product ranges such as skin tone-specific items. This lack of adequate representation often creates a mismatch between available products and consumer needs.

Dunn elaborates that past experiences of these consumer groups can lead to a preemptive expectation that new products will fail to meet their needs, regardless of the product category. This anticipation fosters scepticism about product suitability, particularly in matching skin tones, which can negatively affect their overall perception of the brand. Valsesia adds that this dampened enthusiasm is not a reflection of a general discontent with brand innovations but rather a specific response to inclusivity efforts that seem to underdeliver in terms of relevance and efficacy to their personal needs.

The study identifies several key areas where companies can improve to better connect with underrepresented consumers. For one, respecting and explicitly acknowledging the needs of these consumers during product development can significantly enhance their reception of new product lines. By integrating customisation options and strategically positioning the brand to align closely with these consumers’ expectations, companies can diminish scepticism and foster a more inclusive brand image. An exemplary case of this approach is Fenty Beauty’s “Beauty for All” campaign, utilising diverse celebrity endorsements, social media engagement, and inclusive product development practices to affirm its commitment to diversity.

In summary, while inclusivity initiatives in product lines are broadly favourable, the nuanced responses from underrepresented consumers highlight a need for more thoughtful and respectful engagement strategies. The research underscores the necessity for companies to launch inclusive products and maintain a consistent, authentic commitment to diversity beyond mere marketing. It’s crucial for businesses to continuously validate their inclusivity claims through genuine actions and long-term strategies that demonstrate a deep respect for and understanding of their diverse consumer base. When executed sincerely, this commitment can bridge the gap between company offerings and consumer expectations, fostering a more inclusive marketplace.

More information: Jennifer D’Angelo et al, Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers, Journal of Marketing. DOI: 10.1177/00222429241268634

Journal information: Journal of Marketing Provided by American Marketing Association