From diversity to distinction: Exploring the role of diversity and inclusion related to consumer perceptions of company innovativeness and attractiveness

Abstract

• Diversity and inclusion efforts in company offerings are valued by consumers. • This importance is explained by commercial and social innovativeness. • Commercial innovativeness is a stronger mediator than social innovativeness. • Communication efforts are perceived mostly socially innovative. • Experience efforts are valued, but not because of innovativeness. Mirroring the growing interest in diversity and inclusion (D&I), more companies are adopting D&I initiatives. Drawing on social identity theory, reference groups, self-congruity theory, and recent D&I literature, this study examines the relationship between different D&I initiatives and general consumers’ perceived company attractiveness, considering the mediating roles of perceived commercial and social innovativeness. Based on structural equation modelling and a representative sample of Danish consumers (8,541 responses), we show a positive link between D&I initiatives in products/services, marketing communications, as well as experiences and company attractiveness. Importantly, except for experiences, these relations are mediated by perceived commercial and social innovativeness. Unexpectedly, the role of commercial innovativeness is stronger. Our findings highlight the importance for companies to integrate D&I into their core offerings, rather than relying solely on D&I efforts within communication.

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