Creating a positive social impact : examining diversity and inclusion strategies in Finnish corporate marketing

Abstract

The adoption of diversity and inclusion (D&I) principles in corporate marketing strategies is becoming increasingly important for promoting positive societal transformation in the modern business environment. Exploring the dynamic connection between diversity and inclusion initiatives and social impact marketing in the Finnish corporate sector is the main objective of this study.

This study utilizes qualitative research methods to examine how Finnish companies integrate diversity and inclusion principles into their marketing strategies and evaluates the effectiveness of these endeavours in advancing social development. Professionals with expertise in D&I roles in corporate settings provide valuable insights into the challenges, opportunities, and success factors involved in promoting diversity and inclusion through marketing initiatives, through interviews.

By combining previous studies on social impact marketing, corporate social responsibility (CSR), and D&I frameworks, the theoretical framework of this study aims to provide a holistic understanding of the subject matter. In addition, this study puts forth a new theoretical framework for merging D&I principles into marketing strategies, guided by established theories of social impact marketing and CSR. Valuable insights into successful diversity and inclusion marketing strategies and initiatives are uncovered through the examination of exemplary companies such Inklusiiv, DEI DEI and Ekvalita, enriching theoretical frameworks for promoting diversity and inclusion in marketing practice.

The findings of this study offer important perspectives on how Finnish businesses can incorporate diversity and inclusion principles into their marketing efforts, underscoring the theoretical advancements and practical applications for companies looking to foster social progress. Through an in-depth look at industry-specific nuances and proven D&I initiatives, it presents a comprehensive framework for improving marketing strategies. Continued research efforts should aim to broaden the scope and incorporate diverse methodologies to gain a deeper, more comprehensive understanding of the impact of diversity and inclusion on corporate marketing.