Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers

Intersectionality remains largely underutilized within marketing. To address this gap, this article synthesizes literature to provide tools for incorporating intersectionality into marketing research, including a framework for an intersectional marketing paradigm, a research design roadmap, a research agenda, and key takeaways for stakeholders. The definition of intersectionality focuses on three main components: (1) awareness and acknowledgment of overlapping (rather than isolated) social categories (e.g., gender, race, and class), (2) understanding of how differences in lived experiences at these intersections influence the marketplace, and (3) recognition of how power shapes these lived experiences. This article's novel research design roadmap features concrete theoretical and methodological approaches for marketing researchers from various backgrounds to utilize intersectionality in solving marketing problems: conducting exploratory subsample analyses, developing intersectional theory and hypotheses, conducting inclusive literature reviews, collecting and reporting detailed demographics, sampling understudied populations, and carefully situating conclusions. The research agenda provides research questions for emerging topics at societal, organizational, and consumer levels. Engaging with intersectionality will help ensure that marketing remains socially relevant, develops diverse and inclusive theories, and more accurately reflects the lived experiences of understudied populations and communities.