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VOL. 9, ISSUE 6 (2024)
Marketing to the Margins: Inclusive messaging strategies for Underrepresented and Overlooked Demographics
Authors
Rebecca O Alabi, Oseruona O Asak, Ogechukwu T Ibeama, Arinze E Anaege
Abstract
Brands today face growing pressure not only to
signal diversity but also to show, in concrete ways, that they are committed to
groups who have long been left out. This study looks at how inclusive messaging
can engage audiences who are often ignored, paying attention to issues of race,
class, disability, and age. To guide the discussion, an Inclusive Messaging
Framework is proposed. The framework follows four stages across the customer
journey and highlights several elements: the need for genuine representation,
stories that reflect cultural awareness, products that match real market needs,
and types of engagement that continue after purchase. The research design is
qualitative and draws mainly on existing sources such as academic writing,
professional commentary, and industry reports. A detailed case study of Fenty
Beauty illustrates how the framework plays out in practice, while another
campaign is used for comparison, showing different degrees of success in
pursuing inclusion. The study draws evidence from indicators such as earned
media value, sentiment analysis, and user-generated content. Findings show that
Fenty Beauty achieved both commercial impact and cultural credibility by
embedding inclusion across its marketing funnel. Although diversity was not
explicitly presented as a key feature, it was consistently integrated into
brand communication, product development, and audience interaction. This
research enriches marketing scholarship by showing how inclusive communication
can yield measurable brand outcomes, while also acknowledging the challenges of
adapting such strategies across different industries.
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Pages:21-29
How to cite this article:
Rebecca O Alabi, Oseruona O Asak, Ogechukwu T Ibeama, Arinze E Anaege "Marketing to the Margins: Inclusive messaging strategies for Underrepresented and Overlooked Demographics". International Journal of Advanced Research and Development, Vol 9, Issue 6, 2024, Pages 21-29
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