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A Cross-Regional Analysis of Diversity and Inclusion in Marketing for Global Generation Z

Book Chapter

Authors: Theodore Tarnanidis, Vijaya Kittu Manda, and Bruno Barbosa Sousa

DOI: https://doi.org/10.4018/979-8-3373-6731-6.ch001

Book Name: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing

ISBN: ISBN13: 9798337367316|ISBN13 Softcover: 9798337367323|EISBN13: 9798337367330

Publisher: IGI Global Scientific Publishing, Hershey, PA, USA

Editor(s): Theodore Tarnanidis

Book Chapter Number: 1

Publication Date: January 22, 2026

Pages: Pages 1 - 20 (20 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: This chapter examines how marketing strategies targeting global Gen Z segments conceptualize, implement, and evaluate diversity and inclusion (D&I) across different regions. The chapter gathers relevant theoretical frameworks, methodological approaches, and empirical findings about inclusive marketing through the synthesis of contemporary academic literature and practitioner insights. Special attention is paid to the differences between developed and emerging markets when it comes to Gen Z expectations, illuminating both shared generational values and culturally specific interpretations of inclusion. In addition, the analysis examines Gen Z's disapproval of performative activism, stressing the significance of genuineness, transparency, and consistency in brand messaging and organizational practice. The incorporation of cross-cultural viewpoints helps this chapter identify essential challenges and opportunities for marketers who are trying to engage Gen Z through credible D&I initiatives.

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