EXPRESS: Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers

To better represent consumers who have traditionally been underrepresented in the marketplace, an increasing number of brands are extending or launching product lines that are more inclusive of a diverse consumer base. This work focuses on consumers’ feelings of representation (the feeling they, and consumers they identify with, are seen, heard, or taken into consideration when product decisions across product categories are being made) and explores how consumers who feel underrepresented (vs. represented) in skin tone products respond to more inclusive skin tone line extensions. Across seven studies using laboratory, field, and secondary data, the authors show that those who feel underrepresented have less favorable responses relative to those who feel represented. The authors find evidence that this is driven by product fit skepticism – doubt that the products in the inclusive line will meet one’s skin tone needs. The authors also identify managerial interventions that improve responses among underrepresented consumers by demonstrating respect for consumer needs, thus reducing the differential response between underrepresented and represented consumers.