Inclusive Marketing as a Tool for Socially Responsible Interaction Between Business and Society: A Theoretical and Methodological Analysis and Practical Applications

Abstract

Purpose. The study aims to establish a comprehensive scientific and methodological foundation for understanding inclusive marketing as a strategic resource of socially responsible corporate governance amid the demographic and socio-economic transformations occurring in Ukraine in 2025–2026, as well as to develop practically oriented instruments for its implementation. Methods. The research employs an interdisciplinary approach that integrates a systematic analysis of the regulatory and legal framework (DSTU EN 301 549:2022, Cabinet of Ministers Resolution No. 757), a critical synthesis of domestic and international academic sources published between 2022 and 2026, and conceptual modelling. For the quantitative assessment of workforce potential, an original modification of a regression formula has been proposed, based on the Washington Group toolkit and accounting for functional limitations across six parameters: vision, hearing, mobility, concentration, self-care, and communication. Results. The study yields a three-tier hierarchical model of inclusive marketing management, encompassing the strategic level (institutionalisation of DEI values), the tactical level (product adaptation programmes and HR initiatives), and the operational level (consumer touchpoints). Five thematic clusters of current research have been systematised: the integrated concept of CSR and DEI, the phenomenon of «woke-washing», the competitive advantages of inclusion, accessibility for persons with disabilities, and the social expectations of Generation Z. The role of generative artificial intelligence - specifically Jasper and Smartly.io - as a technological facilitator of hyper-personalised content is examined. Ten core principles of inclusive marketing are analysed, ranging from authenticity and community co-creation to transparency and sustainability. Eight priority development vectors for the industry spanning 2026-2030 have been identified, including multicultural marketing, micro-communities, and measurable DEI performance indicators. An empirical analysis of ten Ukrainian companies - including Uklon, Oschadbank, and Nova Poshta - has confirmed the practical viability of the proposed approaches. Conclusions. The study establishes that inclusive marketing has ceased to function as an optional social initiative and has acquired the character of an economic imperative: companies that systematically implement DEI principles report improvements in staff retention rates, repeat purchase frequency, and Net Promoter Score. It is demonstrated that a superficial or merely declarative approach to inclusion amplifies consumer scepticism and generates reputational risks. Recommendations are formulated for Ukrainian businesses regarding the auditing of digital and physical accessibility, the introduction of conversational marketing, and the engagement of target community representatives in campaign development. The findings are of practical value for corporate managers, marketing professionals, and human resource management specialists.