The marketing field is increasingly recognizing diversity, equity and inclusion (DEI) as a crucial driver for brand growth (Brodzik et al., 2021) and a force that fuels innovation and enhances consumer-brand connections (Fast Company, 2022). Academic research underscores the importance of addressing multiple diversity dimensions to strengthen brand connections with consumers (Burgess, Wilkie, & Dolan, 2021) and the relationship between all marketing mix components (product, price, place, promotion) and DEI outcomes for consumers (Henderson and Williams 2013; Park, Voss & Voss 2022).
Despite this momentum, challenges persist. DEI initiatives in marketing often remain fragmented, focusing on specific populations or marketing components, especially advertising (Alhadeff, 2022; Brodzik et al., 2021; Kipnis et al., 2021). Even within advertising, the quality of DEI execution is criticized for lacking authentic engagement with consumer contexts and experiences (Galalae et al., 2023). Kipnis et al. (2021) identify a key issue as the pressure to engage with DEI without accessible knowledge on how to do it effectively.
This pre-conference brings together a panel of industry and research thought leaders in a conversation about significant opportunities for marketing innovation arising when addressing inclusion comprehensively. We aim to create a space for dialogue and knowledge co-creation on pertinent areas for diversity and inclusion-engaged marketing between marketing practice and academe.
Pre-Conference Outcomes:
- To create a space for dialogue between the marketing industry and academe regarding pertinent areas for advancing marketplace inclusion at and beyond the pre-conference.
- To co-develop a set of case examples of meaningful innovations emerging through a focus on inclusion and an outline of the diversity dimensions and consumer populations remaining underserved across components of marketing mix.
- To outline gaps or under-addressed marketing mix components, dimensions of diversity and contexts in the drive for marketplace inclusion.
- To co-develop a dissemination plan for the key highlights from the pre-conference. The organizing team will utilize the Diversity and Inclusion Engaged Marketing (DIEM) Initiative – a research-education-practice knowledge exchange platform facilitated by the Multicultural Marketplaces Network.
Pricing
Academic/Industry
$225
Doctoral Students
$199
Are you interested in attending the AMA Winter Academic Conference right after this pre-conference? Learn more and register today!
Funding Support:
With the generous support of Jerome D. Williams’ endowment and sponsorship of AMA Marketing and Society SIG, we are able to offer 10 doctoral scholarships of $100 each and 10 faculty scholarships of $50 each to fund the cost of the registration fee partially. To apply, please complete one of the application forms below by no later than October 25.
Pre-conference Team:
Together, we are Multicultural Marketplaces Network – an international network of marketing and consumer academics based in various universities in the UK, USA, Denmark and Italy. Network members leading the pre-conference are:
- Dr Eva Kipnis (Co-Chair), University of Bradford | e.kipnis@bradford.ac.uk
- Dr Tana Licsandru (Co-Chair), Queen Mary University of London | t.licsandru@qmul.ac.uk
- Dr Irem Yoruk (Organizing Team), California State University
Please contact the pre-conference co-chairs directly for any questions.
Panel Contributors
Industry Contributors
- Heide Gardner | Global Culture and Equity Consultant, Interpublic Group (IPG)
- Sanjita Pradhan | CDE, Senior Consultant, Be Equitable
- Chris Cole | Director, Diversity, Equity, Inclusion & Community Engagement, American Marketing Association
- Kai Deveraux Lawson | Co-Host of Mixed Company Podcast, Women in Marketing, 2022 Adweek 50
- Dr. Willy Barnett | General Manager, Innovation Research and Strategy at Delta Air Lines
Academic Contributors
- Dr. Samantha Cross | Associate Professor of Marketing, Iowa State University
- Dr. Stephanie Dellande | Emerita Professor, Menlo College
- Dr. Cristina Galalae | Lecturer in Marketing, Director of Equality, Diversity and Inclusion, University of Leicester School of Business, University of Leicester
- Dr. Tracy Kizer | Associate Professor of Marketing, Special Assistant to the President for Strategic Diversity, Equity, Inclusion, and Belonging (DEIB), Rollins College
- Dr. Sterling Bone | Professor of Marketing, Director of the Huntsman ProSales Program at the Jon M. Huntsman School of Business, Utah State University
- Dr. Aronté Bennett | Associate Professor of Marketing, Associate Dean of Diversity, Equity and Inclusion, Villanova University
- Dr. Zannie Voss | Professor and Chair of Arts Management and Arts Entrepreneurship, Director of National Center for Arts Research, SMU Cox Business School
- Dr. Glenn Voss | Professor Emeritus, SMU Cox Business School
About Multicultural Marketplaces Network
Our work focuses on understanding the experiences of consumers, brands and organizations in today’s multicultural societies. The largest stream of our research is positioned in Transformative Consumer Research paradigm, asking how marketing can improve multicultural marketplace well-being for consumers, communities and societies at large. In this space, we run the DIEM Initiative to extend knowledge exchange between all marketers interested in promoting DEI.
Thank You to Our Supporters
This pre-conference is inspired by and made possible with an endowment from the late Professor Jerome D. Williams. One of the trailblazers of marketplace inclusion, Jerome generously supported the pre-conference organizing team, Multicultural Marketplaces Network, as a member, mentor and funder. Jerome was also one of the co-authors of the Diversity and Inclusion Engaged Marketing Initiative emerged from the research conducted by our network. We dedicate the pre-conference to Jerome’s memory.
- Alhadeff, M. (2022). Inclusivity in advertising has gone wrong, but here’s how it can be fixed, The Drum (04/14/2022), https://www.thedrum.com/opinion/2022/04/14/inclusivity-advertising-has-gone-wrong-here-s-how-it-can-be-fixed.
- Barton, R. (2018). From me to we: The rise of the purpose-led brand, Accenture (12/05/2018), https://www.accenture.com/gb-en/insights/strategy/brand-purpose.
- Brodzik, C., Cuthill, S., Young, N., & Drake, N. (2021). Authentically inclusive marketing, Deloitte.Insights (10/19/2021), https://www2.deloitte.com/us/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2022/diversity-and-inclusion-in-marketing.html.
- Burgess, A. J., Wilkie, D. C. H., & Dolan, R. (2021). Towards successful diversity initiatives: the importance of building audience connectedness, Journal of Marketing Management, 37(1-2), 144–161.
- Dhingra, N., Samo, A., Schaninger, B., & Schrimper, M. (2021). Help your employees find purpose – or watch them leave, McKinsey & Co (04/05/2021), https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/help-your-employees-find-purpose-or-watch-them-leave.
- Fast Company Executive Board (2022). How diversity, equity, and inclusion promote business innovation, Fast Company (18/01/2022), https://www.fastcompany.com/90712063/how-diversity-equity-and-inclusion-promote-business-innovation.
- Galalae, C., Kipnis, E., Cui, C., Johnson, E., Licsandru, T., Vorster, L., Demangeot, C., Kearney, S., Mari, C., Martín Ruiz, V., Pullig, C., & Lindsey-Warren, T. (2023). A multi-contextual lens on racism and discrimination in the multicultural marketplace, Journal of the Association for Consumer Research, 8(1), https://doi.org/10.1086/722704.
- Glassdoor Team (2020). Glassdoor’s Diversity and Inclusion Workplace Survey, Glassdoor Updates (09/29/2020), https://www.glassdoor.com/blog/glassdoors-diversity-and-inclusion-workplace-survey/.
- Henderson, G. R., & Williams J. D. (2013). From Exclusion to Inclusion: An Introduction to the Special Issue on Marketplace Diversity and Inclusion. Journal of Public Policy & Marketing, 32(1), 1–5.
- Kipnis, E., Demangeot, C., Pullig, C., Cross, S. N. N., Cui, C. C., Galalae, C., Keaney, S., Licsandru, T. C., Mari, C., Martin Ruiz, V., Swanepoel, S., Vorster, L., & Williams, J.D. (2021). Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being, Journal of Public Policy & Marketing, 40(2), 143–164.
Thursday, February 22 (All Times in ET)
Registration
Welcome and Theme Introduction
Speakers: Eva Kipnis and Samantha Cross
Facilitated Discussion Panel: Insights From Industry Thought Leaders
Industry Panel Q&A and Participant Remarks
Break and Refreshments
Small Group Discussions and Co-creation
All-Audience Discussion and Wrap Up
Networking Reception in Memory of Jerome D Williams
Friday, February 23 (All Times in ET)
Breakfast
Facilitated Discussion Panel: Insights From Research Thought Leaders
Research Panel Q&A and Participant Remarks
Small Group Discussions and Co-creation
Break and Refreshments
All-Audience Discussion and Wrap Up
Break
Special Session With MASSIG: Marketplace Inclusion –a Future Research Agenda
TradeWinds Island Grand Resort
5500 Gulf Blvd.
St Pete Beach, FL 33706
Phone: (727) 367-6461
Room Rate:
We’ve secured an AMA room block at a special rate of $249.00 single/double occupancy per night (excluding taxes and applicable fees which are currently 13%. Taxes and fees are subject to change).
To make reservations, please call the Hotel at (800) 808-9833 and reference the AMA Winter Academic Conference. Reservation link coming soon.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available. The discount rate cut-off date is January 22, 2024.
Please know that any hotel room booked outside the AMA negotiated block may not be eligible for the discounted rate. Those reservations may also have a different cancellation policy and will not be eligible for reimbursement in the case of event cancellation.
Learn More about Hotel Accessibility and the Hotel’s Cashless Policy.
Area Attractions, Events and Tourism
Please explore Visit St. Pete/Clearwater for destination information:
ADA
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