In a recent study from the University of Washington, Loyola Marymount University, and the University of Texas at Austin, published in the Journal of Marketing, a new framework has been introduced to enhance the incorporation of intersectional marketing practices within marketing research. The research paper, set to be published under the title “Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers”, is a collaborative effort by Esther Uduehi, Julian Saint Clair, and Rowena Crabbe. This study presents a significant shift towards understanding and addressing the multi-layered experiences of consumers, particularly within the sphere of female sports such as the WNBA.

The backdrop for this study is the ongoing narrative in the Women’s National Basketball Association (WNBA), centred around the rivalry between Caitlin Clark of the Indiana Fever and Angel Reese of the Chicago Sky. This rivalry has sparked conversations about the potential of young, talented players like Clark and Reese to propel the growth of the WNBA. However, the conversation often overlooks how intersecting identities such as race and gender broadly shape the marketing strategies surrounding their teams and the league. This oversight points to a critical gap in scholarship, which the study aims to address by exploring intersectionality as a vital lens to comprehend the dynamics of female sports.

The study offers a framework and provides a detailed roadmap on how marketing research can more effectively integrate intersectional marketing practices. This approach involves a series of methodical steps, enabling researchers and practitioners to better understand complex issues like racial disparities in sports and how these might contrast with other leagues, such as the NBA. Through this, marketing is better equipped to anticipate and skillfully navigate these occurrences.

Intersectionality, as the study outlines, examines systems of privilege and oppression (like racism, sexism, and classism) and considers how these systems intersect to affect consumer experiences in the marketplace. Esther Uduehi highlights the importance of intersectionality in offering a transformative perspective that shifts how marketing and consumption are viewed. The study identifies critical components essential for engaging with intersectionality, which include defining intersectionality by recognising overlapping identities and their impacts, adopting an intersectional framework to centralise consumers’ experiences, and employing a detailed roadmap for operationalising intersectionality in marketing practices.

For instance, the study discusses the differing market experiences of Angel Reese and Caitlin Clark, noting how Reese’s identity as a Black woman and Clark’s as a White woman shape their visibility and impact in the sports industry. These differences underscore the importance of understanding how race and gender intersect to influence consumer experiences uniquely.

Moreover, the paper emphasises the need for critical reflection throughout the marketing process, from research to brand strategy and policy making. It challenges marketers to consider whose identities are being focused on, who are excluded, and the roles of power and privilege in these dynamics. This reflection is crucial in avoiding generalisations and ensuring that marketing strategies are inclusive and representative of diverse consumer groups.

The authors also advise Chief Marketing Officers (CMOs) on crafting marketing strategies that recognise and address the nuances of intersectional identities. This includes questions about how norms, access to resources, and power differentials at various intersections influence stakeholders’ experiences and behaviours. The paper calls for re-evaluating the data and perspectives that form the basis of marketing policies, urging inclusivity and representation in decision-making processes.

Rowena Crabbe’s commentary in the study underscores the transformative potential of embracing intersectionality within marketing. By acknowledging and addressing the power structures within the marketplace, marketing increases its societal benefits. It enhances its capacity to reflect and respond to the complexities of real-world consumer behaviour.

In conclusion, this intersectional marketing paradigm and its accompanying research design roadmap offer comprehensive directions and recommendations for researchers. These tools equip marketers to stay at the forefront of inclusive and practical solutions, fostering a deeper understanding of the diverse and intersectional world that consumers navigate. This study marks a pivotal step towards enriching marketing research and practice by embracing consumer identities and experiences.

More information: Esther Uduehi et al, Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers, Journal of Marketing. DOI: 10.1177/00222429241258493

Journal information: Journal of Marketing Provided by American Marketing Association