STRATEGIC ROLE OF DIVERSITY, EQUITY AND INCLUSION PRINCIPLES IN CONTEMPORARY MARKETING

Abstract

In today’s rapidly evolving business environment, inclusive marketing has emerged as a key strategic approach for enhancing competitiveness and building a positive brand image. Inclusive marketing is grounded in the interconnected principles of diversity, equity, and inclusion (DEI), which together ensure its effectiveness and social relevance. The relevance of this topic is driven by increasing consumer diversity and the growing emphasis on corporate social responsibility. The article differentiates between the concepts of “diversity” (differences between people) and “inclusion” (the creation of a safe environment with equal opportunities), emphasizing their strategic importance as catalysts for business growth. Based on international research (Kantar, McKinsey), evidence shows that integrating DEI into marketing strategies positively influences consumer choices – particularly among Generations Z and Y – and statistically increases a company’s ability to outperform its competitors. The growing focus on inclusion and diversity is examined in the context of corporate social responsibility (CSR). The article offers a separate analysis of DEI implementation trends in Ukraine, with particular attention to the rising number of persons with disabilities due to the Russian-Ukrainian war. The practical implementation of inclusive marketing strategies is illustrated through examples of leading Ukrainian retail chains (“ATB,” Fozzy Group, “Silpo,” “Avrora,” “Epicenter,” “Allo Market”), which are adapting their business models to emerging social requirements such as physical accessibility, inclusive employment, and digital inclusion. The research identifies major gaps, such as the absence of a clear methodology for measuring inclusive marketing effectiveness and limited study of its connection to consumer behavior. The study concludes that DEI principles are not merely a contemporary trend but a strategic necessity. For global brands, this implies expanding their customer base and strengthening customer loyalty. For Ukraine, it offers opportunities for integration into the global market while simultaneously addressing the challenges of war and ongoing social transformations. The DEI principles are not only a tool for inclusive marketing, but also the foundation of socially responsible business and sustainable development. Companies that systematically integrate DEI principles into their marketing activities have strong prospects for long-term success and social recognition. The practical significance of the study lies in the potential to use its findings to develop and enhance marketing strategies focused on DEI principles.