Researchers from Texas Christian University, Brooks Running, and University of Washington published a new Journal of Marketing study that examines why underrepresented consumers may feel skeptical towards product line extensions aimed at inclusivity and how companies can do better to reach them.
The study, forthcoming in the Journal of Marketing, is titled “Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers” and is authored by Jennifer D’Angelo, Lea Dunn, and Francesca Valsesia.
To better represent consumers who have traditionally been underrepresented in the marketplace, an increasing number of brands are extending or launching product lines that are more inclusive of a diverse consumer base. However, this new study finds that inclusivity initiatives may not be seen as equally positive by all consumers. Though these initiatives are generally met with positivity, consumers who feel underrepresented in the marketplace—the very consumers these initiatives may serve—may respond less favorably than represented consumers.
Underrepresentation in the Marketplace
D’Angelo explains that “our research examines how feeling underrepresented can increase consumers’ skepticism about whether the products in these expanded lines will fit their needs. When consumers feel underrepresented in the marketplace, they likely experience products and consumption situations in which their needs are either unconsidered, unheard, or misconstrued by companies.” Consumers of all races feel underrepresented and, not surprisingly, feelings of representation are strongly correlated with race. In the 2020 United States Census, Black and Hispanic consumers account for 30.8% of the population, with the White population decreasing from 63.7% of the population to 57.8%. Despite this, White consumers have been the primary focus for skin tone related products—with many brands offering a truncated range of skin tones. As such, many consumers are left using products that do not fully meet their needs.
“We suggest that consumers’ past experiences create an expectation that new products, even in different product categories, may not meet their needs. This hesitancy creates a sense of product fit skepticism. In other words, doubting whether the product will actually match skin tone needs. In turn, this product fit skepticism limits the extent of positive brand attitudes,” Dunn says.
Product line extensions aimed at inclusivity are met with more positive responses from represented consumers. Underrepresented consumers, however, have lower positive responses. These lower responses span a wide range of parameters: attitude, click-through/engagement with marketing endeavors, interest in purchase, and sharing information about the product with others. Valsesia says that “this lower attitude is not because underrepresented consumers are more negative towards brand innovations overall. In fact, we find that this lower brand attitude only persists for product line extensions that are aimed at inclusivity versus general innovation. These consumers have a higher feeling that the product will not fit or match their needs.”
What Can Companies Do?
How can companies better meet and articulate the needs of their consumers? Demonstrating respect for a consumer’s needs can help boost reception of product line extensions. Specifically, underrepresented consumers are less likely to believe that their needs are taken into account during the product development stage. When a company can show that underrepresented consumers’ specific needs have been taken into account and voices have been heard, underrepresented consumers may be less skeptical and more open to the product.
Some different avenues through which a company can demonstrate respect include:
- Customization, which allows consumers to closely tailor their experiences, could reduce questions about whether the product can truly meet their needs.
- Brand positioning, a longer-term marketing tool, can demonstrate that the company cares about the needs of underrepresented consumers.
For example, Fenty Beauty’s “Beauty for All” campaign chose representative celebrity spokespeople, utilized social media to reignite the conversation around diversity in the beauty industry, and involved beauty scientists of color during product development. This likely converged to create a positioning of high respect of consumer needs.
In other words, companies need to show that their approach is not a one-off activation but part of the brand’s strategic positioning prior to launch. They need to continually articulate their positions on representation and act upon their goals even after launching products targeted at underrepresented customers. Consumers want to know that these extensions are more than just a marketing tactic.
Altogether, the study shows that while inclusivity-based product line extensions are generally viewed favorably in the marketplace, underrepresented consumers are still skeptical and show lower response and engagement with the brand. If companies truly want to serve the needs of a diverse consumer base, they must be willing to put in the work to demonstrate respect and ongoing care for their consumers—especially those who have not felt represented within the marketplace.
Full article and author contact information available at: https://doi.org/10.1177/00222429241268634
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Marilyn Stone is Director, Academic Communities and Journals, American Marketing Association.