Inclusive Marketing: Draw attencion or give attencion?

Abstract

In today's interconnected and socially conscious society, consumers are increasingly demanding that companies acknowledge their significant impact on social issues. In this context, the discussion about the relevance of Inclusive Marketing, especially when focused on people with disabilities, is crucial for those brands, companies, and organizations that want to stand out from the competition. Inclusive Marketing has emerged not only to incorporate corporate social responsibility but also as a powerful strategy for differentiation among competitors. Throughout this article, we will identify how companies can use Inclusive Marketing to give a voice to a minority with disabilities and gain a competitive advantage while treading a fine line between the challenges of authenticity, genuine representation, and the risk of being seen as an opportunistic brand.