Inclusive identities: re-imaging the future of the retail brand?

Abstract

Purposeto examine consumers' perceptions of retail brand representations of gender-oriented and/or sexuality-oriented identities. The authors explore the value of developing more progressive, inclusive brand values to support more effective retail brand communications and imagery.Design/methodology/approachPhoto elicitation, utilising LGBTQIA+/sexuo-gendered imagery from retail brand marketing communications, facilitated discussion within focus groups representing various genders, age generations and sexualities.FindingsYounger generations indicate a preference for fluid gender and sexuality and endorse retail brands that represent this progressive understanding. Gender and age moderate preferences for representative imagery, with older males more resistant to sexuo-gendered messages and females of all ages more accepting.Research limitations/implicationsThe research is limited in generalisability, geography and demographics. The focussed approach did, however, enable collection of rich, insightful data to underpin evaluations of communicative brand values.Practical implicationsThe inclusion of diverse and fluid sexuo-gendered identities within the brand values of retailers would enable effective targeting of consumers across a range of more traditional cohorts.Social implicationsThe evolving ideology towards inclusiveness, identified within the generational cohorts, demonstrates social change through progressive acceptance of more fluid gendered and sexual identities.Originality/valueThe research adopts a novel approach to examining diverse, sexuo-gendered imagery within gendered and generational cohorts, offering qualitative examples of a progressive social ideology.

Do explícito ao sutil: existe discriminação percebida pelo consumidor LGBTI+ no Brasil?

“…A gestão e os profissionais de marketing devem compreender a experiência LGBTI+ em seus pontos de venda e se esforçar para a inclusão e a igualdade (Boyd et al, 2020). Esforços organizacionais como treinamentos, políticas antidiscriminação, sistemas de gerenciamento da discriminação e práticas de gerenciamento das relações de consumo podem ajudar a aumentar a conscientização sobre práticas discriminatórias e diminuí-las (Ro & Olson, 2020).…”

“…Conjetura-se que, da população adulta total do Brasil, 9,5 milhões fariam parte dessa comunidade, com renda anual estimada em 141 bilhões de dólares. Portanto, entende-se que esse é um segmento de consumidores relevante (Boyd, Ritch, Dodd, & McColl, 2020;Rosenbaum et al, 2021). É preciso, porém, considerar o segmento LGBTI+ para além do viés da vantagem competitiva e da lucratividade.…”

From the explicit to the subtle: is there discrimination perceived by the LGBTI+ consumer in Brazil?

“…Management and marketing professionals must understand the LGBTI+ experience in their outlets and strive for inclusion and equality (Boyd et al, 2020). Organizational efforts such as training, anti-discrimination policies, discrimination management systems, and consumer relationship management practices can help raise awareness of discriminatory practices and decrease them (Ro & Olson, 2020).…”

“…It is assumed that, of Brazil's total adult population, 9.5 million would be part of this community, with an estimated annual income of $141 billion. Therefore, it is understood that this is a relevant consumer segment (Boyd, Ritch, Dodd, & McColl, 2020;Rosenbaum et al, 2021).…”

Adams Ableism, Style, and Visibility: The Shifting Narrative Around Body, Beauty, and Desirability

“…This concludes that brand communication has to shift toward a more inclusive and diverse reality, which along with disability also considers various ethnicities, gender identities, religions, ages, and sexual orientations. Boyd et al (2020).…”