Consumers’ Responses to Brands’ Diversity & Inclusion Initiatives: Longitudinal Evidence
(A2026-134108)

AUTHORS

Generoso Branca, Bocconi University; Monica Grosso, EmLyon Business School; Sandro Castaldo, Bocconi University

ABSTRACT

This study examines how consumers respond over time to brands’ diversity & inclusion (D&I) initiatives. The research project is based on a longitudinal survey in the Italian market, covering several forms of diversity (gender, ethnicity, disability, religion, age, sexual orientation, and socio-economic status). The manuscript reports preliminary results of three time points (2019, 2022, 2025; N = 2.410). Familiarity with diversity is consistently high, interaction with several minority groups increases over time and involvement varies across domains. Regression models indicate that awareness and, especially, reputation of brands’ D&I efforts strongly and stably predict trust. In turn, trust is the main driver of loyalty, while the direct role of reputation weakens over time and awareness becomes a stronger secondary predictor. Analyses by diversity type confirm the centrality of trust.