Selling whiteness? – A critical review of the literature on marketing and racism

This article provides a critical review of the literature concerning marketing and racism, grounded in theoretical foundations drawn from critical race theory, whiteness theory and attendant models of privilege and oppression in society. The extant literature indicates a relationship between racism, marketing and social hierarchies which manifest with regard to marketing representations of people of colour and racialised groups; discriminatory practices in the marketplace and the roles of marketing professionals of colour. However, multiculturalism and anti-racism efforts attempt to counter racist practices; yet, the impacts of these efforts are unclear. Directions for future research are suggested.