The Evolution of Brand Inclusivity – A Systematic Review of Literature

Abstract

This work conducts a systematic review of literature on literature published between 2014 and 2024 that explore brand inclusivity. It examines how brands interact with consumers in different cultural, social and economic settings. The review emphasizes aspects such as the significance of brand communities in creating value the influence of emotional attachment to brands on consumer behaviour the impact of cultural factors on brand credibility and the establishment of inclusive market structures. Moreover, it discusses emerging trends in influencer led branding and brand activism particularly in relation to sustainability initiatives. The findings indicate that brands are increasingly adopting inclusive approaches to connect with diverse consumer groups foster emotional bonds and align with societal values. Future research should investigate the effects of inclusivity, digital transformation and activism on brand equity and corporate reputation within a rapidly changing marketplace.