INCLUSIVE MARKETING: CONCEPTUAL PRINCIPLES AND PRACTICAL ASPECTS OF IMPLEMENTATION IN UKRAINE

Abstract

Introduction. In the modern conditions of globalization, digital transformation and social changes, inclusivity appears as a key business development strategy that combines economic efficiency with social responsibility. Purpose. The article provides a comprehensive analysis of inclusive marketing concept as an innovative approach to shaping brand communications focused on diversity and ensuring barrier-free access. Methods. Based on the study of sources of literature and modern Internet resources, the conceptual principles of inclusive marketing are authenticity, accessibility, fairness and ethics, empathy and respect, representation of different groups of people, language accuracy, transparency and responsibility, etc. Results. The practical aspects of implementing inclusive marketing strategies include content diversification, cross-cultural adaptation, corporate social responsibility, and active communication with consumers. The advantages of implementing inclusive marketing are substantiated: expanding the target audience, increasing customer loyalty, enhancing brand competitiveness, and building long-term, emotionally meaningful relationships. At the same time, authors also outline the challenges associated with additional costs, the risk of misunderstanding, and potential criticism from society. Particular attention is paid to the Ukrainian context, where inclusive marketing is becoming particularly relevant in the context of social transformations caused by the Russian-Ukrainian war, which led to an increase in the number of people with disabilities and the need to create a barrier-free environment. Another aspect of the issue under study concerns the implementation by Ukrainian companies of reintegration programs for veterans of the Russian-Ukrainian war, which combine psychological, social, and professional support. Conclusion. Global research confirms the growing need for diversity representation in marketing communications, which contributes to creating a more just and equitable economic environment. Research demonstrates that inclusive marketing is not merely a market trend, but an ethical imperative that offers strategic advantages for businesses and can be integrated into both corporate practice and educational marketing programs.