Inclusivity in the marketplace through the lens of social-movements and counter-movements theories

The diversity, equity, and inclusion (DEI) movement has gained significant momentum in recent years. However, an anti-DEI backlash also emerged. As DEI is now a contentious issue, business scholars and managers are uncertain about how to navigate the DEI landscape. This article provides novel theoretical perspectives to the marketing literature by illustrating the value of insights derived from macro- and meso-level theories on social movement dynamics (e.g., pro- and anti-DEI movements). Then, the authors expand prior theory by incorporating the component of commercialization and market(−ing) opportunities, which helps explain how commercial interests are involved in sowing discord between DEI and anti-DEI perspectives. Against the background of these conceptual insights, the authors derive a set of research questions to spur more marketing research on the dynamics of DEI and other social movements. Taken together, this work contributes to a deeper understanding of conditions for the emergence of pro-DEI and anti-DEI movements.