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Diversity marketing is an increasingly popular form of ethical business practice. Marketers are often asserted as pivotal actors in advancing diversity marketing, yet limited research has examined how they do so in practice or the challenges they encounter. Our research uses institutional entrepreneurship to examine how marketers integrate (or not) diversity into their practices. Semi-structured interviews with 19 individuals experienced in marketing functions within Australia reveal the entrepreneurial diversity marketing work they engage in, and how they are enabled or constrained by internal firm conditions. The resulting Diversity Zones Framework categorizes the entrepreneurial work of marketers in diversity marketing based on (1) diversity climate and (2) firm orientation. Marketers are classified as (i) agents of change (productive zone), (ii) maintaining the status quo (unproductive zone), and (iii) diversity washing (destructive zone). The framework offers scholarly insight and practical guidance for fostering conditions that enable marketers to drive diversity initiatives.
Burgess et al. (Thu,) studied this question.