“…Apart from education and industry, DEI has been studied extensively by marketing researchers. Topics including gender (Cowart & Wagner, 2021; Zayer et al, 2019), body shape (McFerran et al, 2010; Pounders, 2018), sexual orientation (Chan, 2021; Northey et al, 2020; Oakenfull & Greenlee, 2005; Ong et al, 2021), gender identity (Oakenfull, 2012), ethnicity (Peñaloza, 2018; Strebinger et al, 2018), physical disability (Benjamin et al, 2021), socioeconomic status (Chan & Zlatevska, 2019), scarcity (Roux et al, 2015) and religion (Cruz et al, 2018; Wilson & Grant, 2013) are just some of the areas that have begun to be explored in marketing research. However, the literature would benefit from a deepening of the application of cultural nuance and intersectionality, especially as it evolves generationally.…”