How Inclusive Brands Fuel Growth
They unlock new sources of value by meeting the needs of underrecognized customers. by Omar Rodríguez-Vilá, Dionne Nickerson and Sundar Bharadwaj
Bobby Doherty
Summary.
Greta Gerwig’s Barbie grossed more than $1 billion at the box office in about two weeks. Only 53 films have ever hit that mark (adjusted for inflation). The 2023 movie, which features themes of women’s empowerment, multiculturalism, and inclusiveness, was a divergence from the narrow social and demographic representation of the original tall, thin, white doll that Mattel introduced in 1959.
Read more on Marketing or related topics Brand management, Diversity and inclusion, Customer strategy, Consumer behavior, Customer experience, Marginalized groups, Customer-centricity and Marketing industry
A version of this article appeared in the May–June 2024 issue of Harvard Business Review.
Read more on Marketing or related topics Brand management, Diversity and inclusion, Customer strategy, Consumer behavior, Customer experience, Marginalized groups, Customer-centricity and Marketing industry