A r.e.c.i.p.e. for inclusion: a six-step journey to teaching inclusive marketing orientation

This article aims to provide educators with a RECIPE to pivot from traditional market orientation to inclusive marketing orientation. Inclusive Marketing Orientation (IMO) is an evolved marketing strategy that embraces the needs and desires of underrepresented consumers. The impact of increasing students’ awareness of inclusivity not only benefits businesses, but this strategy can also lead to a thriving society in which all people manifest their best capabilities. Here, we provide a six-step RECIPE for teaching IMO: recognize diversity, embrace differences, co-opt diverse user perspectives, identify with empathy, and practice inclusive marketing and evolve as a marketing professional. Examples and results are discussed.