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Customers like diversity from brands − but can smell hypocrisy a mile away

By Pankhuri Malhotra, Assistant Professor of Marketing, University of Oklahoma

Companies are increasingly highlighting their support for diversity, but that can backfire if consumers sense tokenism, a recent analysis from my team found.

I’m an assistant professor of marketing who specializes in digital platforms and consumer behavior. My recent research focuses on DEI initiatives by brands on social media. I’m specifically interested in how brands use influencers and minority representation.…

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