UNDERSTANDING CONSUMER PERCEPTIONS OF TOKENISM IN DIVERSITY MARKETING: IMPLICATIONS FOR BRAND LOYALTY
DOI:
https://doi.org/10.48047/6kz5j286Keywords:
Marketing decisions, Consumer perception, Consumer behaviour.Abstract
In today's marketplace, diversity and inclusion are essential for shaping a brand's identity and
fostering connections with consumers. As companies strive to reflect a broader range of identities
in their marketing efforts, they must navigate the delicate balance between authentic
representation and avoiding the pitfalls of tokenism. To build meaningful relationships with
consumers, brands must embed genuine diversity and inclusion into their core values. However,
many companies face the challenge of balancing real representation with the risk of tokenism—
making superficial or symbolic gestures towards diversity that can damage consumer trust and
harm the brand’s reputation if seen as insincere.
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