Is inclusive marketing a real change of perspective?

Abstract

    In a society defined as 5.0, we are witnessing the demolition of all borders and the advent of the digital network. These changes allow the birth and development of cultural hybridizations (Kotler, Kartajaya, Setiawan, 2021). The overcoming of old clichés allows us to conceive as normality what was previously only an exception. This new relational attitude has also affected purchasing behavior. Companies approach their customers by redesigning their brand, building visual identities that reflect the characteristics of the target they refer to, by acquiring a new language. The numerous campaigns in favor of women, the LGBT + community and the disabled are clear examples of this. It is therefore natural to ask if companies have really become more sensitive to these issues or if they feel that they must ‘necessarily’ accept these values, as a sort of diktat. These considerations, together with the analysis of marketing strategies, guided our investigation to understand, on the one hand, the methodologies, the marketing strategies to approach ‘other’ users and expand their share of the market. On the other hand, observing the current marketing trends to give voice to the new emerging socio-cultural realities, we have tried to bring out the first effects, and the trends, of the new campaigns on the culture and mentality of the consumer public