Diversity reputation in a marketing perspective: Insights from a study among italian companies

Diversity, equity and inclusion (DE&I) are fast-growing concepts and practices in Italy. Nevertheless, a research gap emerges on how organizations employ communication levers to market themselves as committed to DE&I and enhance their reputation. This short paper aims to explore how Italian companies deal with their DE&I reputation thanks to a qualitative study. Results revealed that companies pursue DE&I with a view to preserving the relational capital and are especially investing in behaviours supporting cultural and organizational change