Subjective social inclusion and socially inclusive marketing

The current paper aims to address the research gap of effectively reaching ethnic minority consumers by providing an extensive discussion of the potential effects of ethnic embedded strategies on mono-ethnic and multi-ethnic consumers and proposing a new approach to reaching the diverse markets. This research draws on recent advances in social psychology to propose the construct of subjective social inclusion and develop a new conceptual framework of inclusive marketing. The proposed framework of inclusive marketing explains the impact of effective marketing communications on self-feelings of social inclusion by ethnic consumers, while considering their fluid cultural identities and multifaceted selves. This research is opening a new path towards a more inclusive approach in marketing to disadvantaged individuals, aiming to reach to marketers and policy makers who are in the position to improve the perceived social inclusion and welfare of ethnic individuals in the broader society.