Abstract
As diversity and inclusion (D&I) become relevant in society and public policy, as well as in consumer expectations, companies face increasing demands to play a role through their policies. In line with Branca et al. (2024), retailers can contribute to a more inclusive marketplace by designing services that cater to diverse consumer needs. This includes providing accessible services for people with disabilities, creating inclusive experiences for all customers, representing minorities in marketing materials, and ensuring accessibility in-store and online (Song & Park, 2023; Yang, 2023; Rydzik et al., 2021; Dias de Faria & Moreira Casotti, 2019). Retailers can also promote inclusivity by restructuring distribution channels to cater to a more diverse customer base and through their assortment design, as an example by offering products that appeal to underrepresented groups. An interesting initiative is the “Quiet Hour”, designed to make shopping more comfortable for individuals on the autism spectrum, particularly sensitive to noise and visual stimuli, promoted by Carrefour. Indeed, it seems relevant to understand what the consumers’ response might be when brands decide to implement targeted D&I actions. The study addresses two main research questions: (1) How can retail firms promote diversity and inclusion? and (2) What impact do inclusion-focused strategies have on brand reputation, brand trust, and brand loyalty? Previous literature studied the relationship between CSR policies and their consequences in terms of brand reputation, trust, and loyalty (e.g., Castaldo & Grosso, 2019). Promoting D&I can positively affect brand evaluation (e.g., Henderson et al., 2023; Ruggs et al., 2018; Strebinger et al., 2018), and loyalty (Bennett et al., 2013; Homburg & Ukrainets, 2021; Loughran et al., 2013). Brand reputation has a positive effect on brand trust (Han et al., 2015). Also, brand trust positively impacts brand loyalty, (e.g., Castaldo et al., 2010). However, there still seems to be not much evidence investigating these relations driven by D&I policies in the retail sector. The methodological approach is based on three main elements. First, by conducting a desk analysis, we identify retail companies that promoted D&I initiatives in the Italian market. Second, employing a survey, we test the theoretical relations proposed in this research. Third, comparing the results of the survey at two separate time points, we aim to comprehend the evolution over time of consumer response to D&I initiatives. Preliminary results show that, among 300 brands cited by the respondents (more than 1000 Italian consumers), 12 retailers were perceived among the 50 top inclusive brands. Moreover, retail firms that commit to D&I initiatives not only enhance their brand reputation but also foster deeper consumer trust and loyalty, translating into long-term relational and competitive advantages. By emphasizing how retailers can act as catalysts for social inclusion, this research aims to inform both scholars and practitioners on the strategic importance of D&I in the retailing sector. Moreover, this study highlights the positive impact of commitment in D&I for retailers, in terms of consumer perceptions and business outcomes.