Fundamentals

Consider this ● a local bakery, renowned for its sourdough, sees a steady stream of customers, mostly from the neighborhood. But what happens when the neighborhood changes, when new faces with different tastes and backgrounds start appearing? This isn’t just about updating the menu; it touches on a fundamental business question for small and medium-sized businesses (SMBs) ● To what extent does embracing diversity Meaning ● Diversity in SMBs means strategically leveraging varied perspectives for innovation and ethical growth. ● in your staff, your offerings, and your approach ● actually fuel customer loyalty Meaning ● Customer loyalty for SMBs is the ongoing commitment of customers to repeatedly choose your business, fostering growth and stability. and, ultimately, boost your Customer Lifetime Value Meaning ● Customer Lifetime Value (CLTV) for SMBs is the projected net profit from a customer relationship, guiding strategic decisions for sustainable growth. (CLTV)? It’s a question that moves beyond simple feel-good notions and delves into the practical realities of running a successful SMB in today’s evolving marketplace.

Understanding Business Diversity Simply

Business diversity, at its core, represents the inclusion of varied perspectives, experiences, and backgrounds within all facets of a company. This isn’t solely about ticking boxes; it’s about genuinely reflecting the diverse world we operate in. For an SMB, diversity can manifest in several key areas:

• Customer Base Diversity ● Serving a wide range of customer demographics, including different ages, ethnicities, genders, income levels, and lifestyles.
• Workforce Diversity ● Employing a team with varied backgrounds, skills, and perspectives.
• Product/Service Diversity ● Offering a range of products or services that cater to different needs and preferences.
• Supplier Diversity ● Partnering with a diverse range of suppliers, including those from underrepresented groups.

For a small bakery, customer base diversity might mean attracting not only local residents but also tourists or people from neighboring towns with different culinary preferences. Workforce diversity could involve hiring bakers with experience in different types of baking or from various cultural backgrounds, bringing in fresh ideas and techniques. Product diversity could translate to expanding beyond sourdough to include gluten-free options, vegan pastries, or culturally specific baked goods.

Customer Loyalty Explained for SMBs

Customer loyalty is the bedrock of any sustainable SMB. It’s when customers choose to return to your business repeatedly, not just because they need your product or service, but because they value their relationship with you. Loyal customers are more than just transactions; they become advocates, spreading positive word-of-mouth and contributing to stable, predictable revenue streams. For SMBs, where resources are often limited, nurturing customer loyalty is significantly more cost-effective than constantly chasing new customers.

Customer loyalty is the repeated choice customers make to return to a business, driven by value and relationship.

Think about that bakery again. A loyal customer isn’t just someone who buys a loaf of bread occasionally. They are the ones who come back every week for their favorite pastry, recommend the bakery to friends, and even forgive a minor mistake because they feel a connection to the place and its people. This kind of loyalty translates directly into consistent sales and a buffer against economic fluctuations.

Customer Lifetime Value (CLTV) in Basic Terms

Customer Lifetime Value, or CLTV, is a prediction of the total revenue a business can expect from a single customer account over the entire duration of their relationship. For SMBs, understanding CLTV is crucial for making informed decisions about marketing, customer service, and overall business strategy. It helps answer the question ● how much is each customer truly worth to my business in the long run?

Calculating CLTV doesn’t need to be complicated for an SMB. A simple approach could be:

CLTV = (Average Purchase Value) X (Purchase Frequency) X (Customer Lifespan)

For our bakery, if a customer spends an average of $10 per visit, visits twice a month, and remains a customer for 5 years, their CLTV would be:

CLTV = ($10) x (2 visits/month x 12 months/year) x (5 years) = $1200

This means each loyal customer is potentially worth $1200 in revenue over five years. Improving customer loyalty directly impacts CLTV by increasing purchase frequency and customer lifespan.

The Direct Link ● Diversity, Loyalty, and CLTV

Now, let’s connect the dots. How does business diversity Meaning ● Business diversity, in the context of Small and Medium-sized Businesses (SMBs), signifies the strategic inclusion of varied backgrounds, experiences, and perspectives within the workforce, supply chain, and customer base to fuel growth, streamline automation, and refine business implementation. actually drive customer loyalty and boost CLTV? The connection is rooted in several key psychological and practical factors:

1. Increased Customer Relevance ● A diverse business is more likely to resonate with a broader customer base. When customers see themselves reflected in a business ● whether in its staff, its marketing, or its product offerings ● they feel more understood and valued. This sense of relevance fosters a stronger emotional connection, which is a powerful driver of loyalty. If the bakery starts offering pastries that cater to different cultural tastes, customers from those cultures are more likely to feel seen and become regular patrons.
2. Enhanced Customer Experience ● Diverse teams bring a wider range of perspectives to problem-solving and customer service. This can lead to more creative solutions, better communication, and a more inclusive and welcoming environment for all customers. A bakery with staff from diverse backgrounds might be better equipped to handle customer inquiries in multiple languages or understand specific dietary needs, leading to a smoother and more satisfying customer experience.
3. Stronger Brand Reputation ● In today’s socially conscious world, businesses that are seen as diverse and inclusive often enjoy a stronger brand reputation. Customers are increasingly choosing to support businesses that align with their values. A bakery known for its commitment to diversity, both in its hiring and its offerings, can attract customers who value inclusivity and social responsibility.
4. Innovation and Adaptability ● Diversity fuels innovation. Teams with varied backgrounds are more likely to challenge conventional thinking, generate new ideas, and adapt to changing market demands. A bakery with diverse bakers might experiment with new flavors, baking techniques, or product lines, keeping their offerings fresh and appealing to a wider audience and staying ahead of trends.

For SMBs, embracing diversity isn’t just a matter of social responsibility; it’s a smart business strategy. It’s about creating a business that is more relevant, more appealing, and more resilient in a diverse and dynamic marketplace. It’s about turning fleeting transactions into lasting relationships, and maximizing the long-term value of each customer.

Practical First Steps for SMBs

For an SMB owner just starting to think about diversity, it can seem daunting. But it doesn’t require a complete overhaul overnight. Small, consistent steps can make a significant difference:

• Assess Your Current State ● Take an honest look at your current customer base, workforce, and offerings. Where are the gaps in diversity? Are you primarily serving one demographic? Is your team homogenous? This assessment provides a starting point for targeted improvements.
• Seek Diverse Perspectives ● Talk to customers from different backgrounds. Get feedback on your products and services. Actively listen to diverse voices within your community. This direct input can reveal unmet needs and opportunities for growth.
• Start Small with Inclusivity ● Begin by making small changes to be more inclusive. Are your marketing materials representative of a diverse audience? Is your website accessible to people with disabilities? Do you offer options for customers with dietary restrictions? These small gestures signal your commitment to inclusivity.
• Focus on Inclusive Hiring Practices ● When hiring, actively seek out candidates from diverse backgrounds. This doesn’t mean lowering standards; it means broadening your search and ensuring your hiring process is fair and unbiased. A diverse team brings diverse talents and perspectives.

These initial steps are about creating a foundation for diversity. They are about opening your business to new perspectives and possibilities, and starting the journey toward building stronger customer loyalty and increasing CLTV through diversity. It’s a continuous process of learning, adapting, and growing, but the rewards for SMBs Meaning ● SMBs are dynamic businesses, vital to economies, characterized by agility, customer focus, and innovation. are substantial and sustainable.

Strategic Dimensions Of Diversity

While the fundamental connection between business diversity, customer loyalty, and CLTV is clear, the strategic implementation within SMBs requires a more nuanced understanding. Consider the hypothetical scenario of a tech startup focusing on project management software. Initially successful within a niche market of local design agencies, the startup now aims for broader SMB adoption.

Simply translating existing marketing materials or product features might prove insufficient. A deeper strategic approach to diversity becomes essential to unlock wider market potential and solidify long-term customer relationships.

Moving Beyond Surface-Level Diversity

Superficial diversity efforts, often termed “tokenism,” can be counterproductive. True strategic diversity delves beneath demographics to encompass cognitive diversity, experiential diversity, and value diversity. For SMBs, this means recognizing that diversity isn’t merely about representation; it’s about leveraging varied perspectives to enhance decision-making, innovation, and customer engagement.

• Cognitive Diversity ● Differences in thinking styles, problem-solving approaches, and information processing. A tech startup team with cognitive diversity will approach software development and customer support from multiple angles, potentially leading to more robust and user-friendly products.
• Experiential Diversity ● Variations in professional backgrounds, industry experience, and life experiences. A marketing agency with experiential diversity can draw upon a wider range of campaign strategies and understand diverse market segments more effectively.
• Value Diversity ● Differences in core beliefs, ethical frameworks, and cultural values. An SMB operating internationally benefits from value diversity to navigate cultural sensitivities and build trust with customers from different regions.

For our tech startup, cognitive diversity within the development team could lead to more innovative software features that address a wider range of project management styles. Experiential diversity in the sales team could enable them to connect with SMBs across various industries, understanding their specific project management challenges. Value diversity becomes crucial as the startup expands into international markets, requiring sensitivity to different business cultures and communication styles.

Diversity as a Competitive Advantage

Strategic diversity is not merely a compliance exercise; it is a potent source of competitive advantage Meaning ● SMB Competitive Advantage: Ecosystem-embedded, hyper-personalized value, sustained by strategic automation, ensuring resilience & impact. for SMBs. In increasingly crowded marketplaces, differentiation is key. Businesses that authentically embrace diversity can distinguish themselves in several ways:

1. Enhanced Market Reach ● Diversity expands market penetration by appealing to previously untapped customer segments. An SMB that understands and caters to diverse customer needs can access a larger and more varied customer base. A restaurant that diversifies its menu to include vegetarian, vegan, and gluten-free options broadens its appeal beyond traditional meat-eaters.
2. Improved Innovation and Problem-Solving ● Diverse teams are demonstrably more innovative and effective at problem-solving. The collision of different perspectives sparks creativity and leads to more comprehensive and effective solutions. A manufacturing SMB with a diverse engineering team is better positioned to develop innovative product designs and optimize production processes.
3. Stronger Employee Engagement and Retention ● Employees in diverse and inclusive workplaces report higher levels of engagement and job satisfaction. This translates to lower turnover rates, reduced recruitment costs, and a more experienced and motivated workforce. An SMB that prioritizes diversity and inclusion Meaning ● Diversity & Inclusion for SMBs: Strategic imperative for agility, innovation, and long-term resilience in a diverse world. creates a more attractive and supportive work environment, retaining valuable talent.
4. Resilience to Market Fluctuations ● A diverse customer base and diverse revenue streams make an SMB more resilient to economic downturns or shifts in consumer preferences. If one market segment weakens, others may remain strong, providing stability. A retail SMB that sells products to diverse demographics is less vulnerable to economic changes affecting a single demographic group.

These advantages are not automatic; they require a deliberate and strategic approach to diversity implementation. SMBs must move beyond simply “having” diversity to actively “leveraging” diversity for tangible business outcomes.

Strategic diversity is a competitive advantage, enhancing market reach, innovation, employee engagement, and resilience.

Measuring the Impact of Diversity on Loyalty and CLTV

To effectively manage and optimize diversity initiatives, SMBs need to measure their impact on customer loyalty and CLTV. This requires establishing relevant metrics and tracking progress over time. While direct causation can be complex to isolate, correlation and trend analysis can provide valuable insights.

Key Metrics to Consider ●

For our tech startup, tracking CSAT and NPS scores across different SMB industries and company sizes can reveal if the software resonates equally well with diverse user profiles. Analyzing retention rates for SMBs from different sectors can indicate if diversity-focused customer support is effective in building long-term relationships across various segments. Monitoring purchase frequency of add-on features by different user demographics can show if product diversity caters to varied needs and drives increased revenue.

Automation and Technology to Support Diversity Initiatives

Automation and technology play a crucial role in scaling diversity initiatives Meaning ● Diversity initiatives for SMBs strategically foster inclusivity and diverse talent, optimizing resources for business growth and resilience. within SMBs, particularly as they grow. From recruitment to customer service, technology can streamline processes, reduce bias, and enhance inclusivity.

• AI-Powered Recruitment Tools ● Utilize AI-driven platforms for resume screening and candidate matching to minimize unconscious bias in hiring processes. These tools can focus on skills and experience, rather than demographic factors, promoting fairer candidate selection.
• Personalized Customer Communication Systems ● Implement CRM systems that enable personalized communication based on customer preferences and demographics. Automated email marketing and chatbot interactions can be tailored to resonate with diverse customer segments, enhancing engagement and loyalty.
• Data Analytics Platforms for Diversity Insights ● Employ data analytics tools to track diversity metrics, analyze customer behavior across segments, and identify areas for improvement. Data-driven insights can inform strategic decisions and measure the effectiveness of diversity initiatives.
• Accessible Website and Digital Platforms ● Ensure website and digital platforms are accessible to people with disabilities, adhering to accessibility guidelines (e.g., WCAG). Automated accessibility checkers can help identify and rectify accessibility issues, promoting inclusivity in online interactions.

For our tech startup, AI-powered recruitment tools can help build a more diverse development and sales team. A CRM system can enable personalized onboarding and support for SMBs from different industries, addressing their specific project management needs. Data analytics platforms can track user engagement with different software features across various SMB segments, informing product development and marketing strategies. Ensuring the software platform is fully accessible is crucial for inclusivity and reaching a wider user base.

Addressing Potential Challenges and Controversies

Implementing strategic diversity initiatives is not without its challenges. SMBs may encounter internal resistance, face accusations of “reverse discrimination,” or struggle to measure the ROI of diversity efforts. Navigating these challenges requires proactive communication, transparent processes, and a commitment to long-term value creation.

• Managing Internal Resistance ● Address concerns and misconceptions about diversity through open communication and education. Highlight the business benefits of diversity and involve employees in diversity initiatives to foster buy-in and ownership.
• Avoiding “Reverse Discrimination” Accusations ● Focus on merit-based hiring and promotion processes while actively seeking diverse talent pools. Diversity initiatives should aim to create equal opportunities for all, not to disadvantage any particular group. Transparency in hiring and promotion criteria is essential.
• Demonstrating ROI of Diversity ● Track relevant metrics (as outlined earlier) to demonstrate the positive impact of diversity on customer loyalty, CLTV, and overall business performance. Communicate these results internally and externally to reinforce the value of diversity initiatives.
• Authenticity and Avoiding Tokenism ● Ensure diversity efforts are genuine and deeply integrated into the business culture, not merely superficial or performative. Focus on creating a truly inclusive environment where diverse perspectives are valued and empowered.

For our tech startup, addressing internal resistance might involve workshops on the benefits of cognitive diversity in software development. Avoiding “reverse discrimination” accusations requires transparent hiring processes that emphasize skills and experience while actively sourcing candidates from diverse backgrounds. Demonstrating ROI can be achieved by tracking customer satisfaction and retention rates across different SMB segments after implementing diversity-focused customer support initiatives. Authenticity is maintained by genuinely valuing diverse perspectives in product development and company culture, rather than simply showcasing diversity in marketing materials.

Deep Dive Into Diversity Dynamics

The relationship between business diversity and customer loyalty, when examined through a sophisticated lens, reveals complexities that extend beyond surface-level correlations. Consider the paradigm shift in consumer behavior driven by hyper-personalization and value-driven purchasing decisions. A contemporary SMB, operating within this dynamic environment, must navigate the intricate interplay of diversity dimensions to not only attract but also deeply engage and retain a heterogeneous customer base. This necessitates a rigorous analytical framework that integrates theoretical underpinnings with practical implementation strategies, particularly in the context of SMB growth and automation.

Theoretical Frameworks ● Diversity-Loyalty Nexus

Several established business theories provide a robust foundation for understanding the diversity-loyalty link. These frameworks move beyond intuitive assumptions and offer structured insights into the underlying mechanisms at play.

• Social Identity Theory ● This theory posits that individuals derive part of their identity from group memberships. When customers perceive a business as aligning with their social identity (e.g., through representation of their demographic group or values), they are more likely to develop loyalty. For an SMB, this implies that reflecting the diversity of its target market in its workforce and marketing can foster stronger customer identification and loyalty.
• Similarity-Attraction Theory ● This theory suggests that people are attracted to those they perceive as similar to themselves. In a business context, customers may be drawn to businesses that they perceive as sharing their values, backgrounds, or perspectives. Diversity, when authentically represented, can create a sense of similarity and connection with a wider range of customers, enhancing attraction and loyalty.
• Resource-Based View (RBV) ● RBV argues that a firm’s competitive advantage stems from its unique and valuable resources. A diverse workforce, with its varied skills, knowledge, and perspectives, can be considered a valuable resource that enhances innovation, problem-solving, and adaptability. This resource-based advantage can translate into superior customer service, product offerings, and overall customer experience, driving loyalty and CLTV.
• Service-Dominant Logic (SDL) ● SDL emphasizes the co-creation of value between businesses and customers. Diversity, in this context, facilitates a richer co-creation process. A diverse workforce is better equipped to understand and respond to the diverse needs and preferences of customers, leading to more personalized and value-added service experiences. This enhanced co-creation of value strengthens customer relationships and loyalty.

For an SMB operating a subscription box service, Social Identity Theory suggests tailoring box contents and marketing to resonate with specific identity groups (e.g., boxes curated for specific cultural holidays or hobbies). Similarity-Attraction Theory implies showcasing diverse customer testimonials and user-generated content to build connections with potential customers from various backgrounds. RBV highlights the value of a diverse curation team in selecting unique and appealing products for the boxes. SDL emphasizes the importance of actively soliciting feedback from diverse subscribers to co-create box offerings that continuously meet their evolving needs and preferences.

Multi-Dimensional Diversity and Customer Segmentation

A sophisticated approach to diversity recognizes its multi-dimensional nature. Customer segmentation based on a singular demographic variable is insufficient. Instead, SMBs should adopt multi-dimensional segmentation strategies that consider the intersectionality of various diversity dimensions.

Dimensions of Diversity for Segmentation ●

1. Demographic Diversity ● Traditional demographic factors such as age, gender, ethnicity, income, education, and geographic location remain relevant but should be considered in conjunction with other dimensions.
2. Psychographic Diversity ● Focuses on customers’ values, attitudes, interests, and lifestyles. Understanding psychographic diversity allows SMBs to tailor messaging and offerings to resonate with customers’ deeper motivations and preferences.
3. Behavioral Diversity ● Examines customers’ purchasing patterns, usage habits, brand interactions, and loyalty behaviors. Behavioral segmentation enables personalized marketing and service strategies based on actual customer actions.
4. Needs-Based Diversity ● Segments customers based on their specific needs, pain points, and desired outcomes. Understanding needs-based diversity allows SMBs to develop targeted solutions and value propositions that directly address customer requirements.

For our subscription box SMB, demographic segmentation might categorize subscribers by age and gender. Psychographic segmentation could group subscribers based on their interests (e.g., “eco-conscious,” “luxury-seeking,” “hobby enthusiast”). Behavioral segmentation could differentiate between “frequent purchasers” and “occasional subscribers.” Needs-based segmentation might identify subscribers seeking “convenience,” “discovery,” or “personalized gifting.” A multi-dimensional approach combines these dimensions to create nuanced customer segments (e.g., “eco-conscious millennial women seeking convenient self-care solutions”).

Multi-dimensional customer segmentation, incorporating demographics, psychographics, behavior, and needs, is crucial for targeted diversity strategies.

Advanced CLTV Modeling and Diversity Integration

Traditional CLTV models often overlook the influence of diversity. Advanced CLTV modeling incorporates diversity variables to create more accurate and nuanced predictions, enabling SMBs to optimize diversity-driven customer loyalty strategies.

Diversity-Integrated CLTV Model Enhancements ●

1. Demographic and Psychographic Variables in CLTV Calculation ● Incorporate customer demographic and psychographic data into CLTV models. This allows for segment-specific CLTV predictions, recognizing that different customer groups may have varying purchase behaviors, retention rates, and lifetime values.
2. Diversity-Driven Loyalty Drivers as Model Inputs ● Include metrics related to diversity-driven loyalty drivers (e.g., perceived inclusivity, brand reputation for diversity, satisfaction with diverse product offerings) as inputs in CLTV models. This captures the direct impact of diversity initiatives on customer lifetime value.
3. Predictive Analytics for Diversity-Based Customer Churn ● Utilize predictive analytics techniques to identify customer segments at higher risk of churn based on diversity-related factors (e.g., unmet needs of specific demographic groups, negative experiences related to lack of inclusivity). This enables proactive interventions to improve retention within vulnerable segments.
4. Scenario Planning for Diversity Initiatives and CLTV Impact ● Employ scenario planning techniques to model the potential impact of different diversity initiatives on CLTV. For example, model the projected CLTV increase from implementing a new diversity-focused marketing campaign or expanding product offerings to cater to a wider range of customer needs.

For our subscription box SMB, an advanced CLTV model would incorporate demographic data (age, location), psychographic data (interests, values), and behavioral data (purchase history, engagement with personalized recommendations). Diversity-driven loyalty drivers could include customer survey responses on perceived inclusivity of the brand and satisfaction with the diversity of box contents. Predictive analytics could identify segments with lower retention rates, potentially linked to unmet needs or lack of personalization. Scenario planning could model the CLTV uplift from launching boxes specifically curated for underrepresented cultural groups.

Automation and AI for Scalable Diversity Implementation

Scaling diversity initiatives effectively, particularly within growing SMBs, necessitates leveraging automation Meaning ● Automation for SMBs: Strategically using technology to streamline tasks, boost efficiency, and drive growth. and Artificial Intelligence (AI) across various business functions.

AI and Automation Applications for Diversity ●

1. AI-Powered Personalized Marketing at Scale ● Utilize AI-driven marketing automation platforms to deliver hyper-personalized content and offers to diverse customer segments. AI algorithms can analyze customer data to tailor messaging, product recommendations, and promotional campaigns to individual preferences and needs, enhancing relevance and engagement across diverse groups.
2. Automated Sentiment Analysis for Diversity Feedback ● Implement sentiment analysis tools to monitor customer feedback across various channels (social media, reviews, surveys) and identify diversity-related sentiment trends. Automated analysis can flag potential issues related to inclusivity or unmet needs within specific customer segments, enabling timely corrective actions.
3. AI-Driven Chatbots for Inclusive Customer Support ● Deploy AI-powered chatbots capable of handling customer inquiries in multiple languages and addressing diverse customer needs. Chatbots can be trained to be culturally sensitive and provide inclusive support experiences, enhancing accessibility and satisfaction for all customers.
4. Algorithmic Bias Auditing in Automated Systems ● Regularly audit AI and automation systems for algorithmic bias to ensure fairness and equity across diverse customer segments. Bias detection and mitigation techniques are crucial to prevent automated systems from perpetuating or amplifying existing inequalities.

For our subscription box SMB, AI-powered marketing automation can deliver personalized box recommendations and content based on individual subscriber profiles and preferences. Sentiment analysis can monitor social media for feedback on diversity representation in marketing campaigns and box contents. AI-driven chatbots can provide multilingual customer support and address inquiries related to dietary restrictions or cultural sensitivities. Algorithmic bias auditing is essential to ensure that AI-powered recommendation engines and marketing algorithms do not inadvertently discriminate against specific customer segments.

Ethical Considerations and Long-Term Diversity Vision

A truly advanced approach to diversity transcends mere business metrics and embraces ethical considerations and a long-term vision for inclusive business practices. SMBs must recognize that diversity is not solely a means to enhance CLTV but also a fundamental ethical imperative.

Ethical and Visionary Dimensions of Diversity ●

1. Beyond ROI ● Diversity as a Core Value ● Integrate diversity and inclusion as core organizational values, not just as strategies to improve profitability. This requires a genuine commitment to equity, fairness, and social responsibility, permeating all aspects of the business culture.
2. Long-Term Investment in Diversity Infrastructure ● View diversity initiatives as long-term investments in organizational capabilities and societal impact, rather than short-term projects with immediate ROI expectations. This includes building internal diversity expertise, fostering inclusive leadership, and creating a culture of belonging.
3. Transparency and Accountability in Diversity Reporting ● Embrace transparency in diversity reporting, both internally and externally. Publicly communicate diversity goals, progress, and challenges, demonstrating accountability and commitment to continuous improvement.
4. Stakeholder Engagement for Diversity Ecosystem Building ● Engage with diverse stakeholders ● employees, customers, suppliers, community partners ● to co-create a broader diversity ecosystem. Collaborative initiatives can amplify the impact of diversity efforts and contribute to a more inclusive business environment.

For our subscription box SMB, embracing diversity as a core value means going beyond simply increasing CLTV. It involves actively promoting representation and inclusivity in all marketing materials, product selections, and company communications. Long-term investment includes establishing a diversity and inclusion committee, providing diversity training to all employees, and supporting supplier diversity initiatives.

Transparency entails publishing annual diversity reports outlining workforce demographics and progress towards diversity goals. Stakeholder engagement could involve partnering with community organizations representing diverse groups to co-create culturally relevant boxes and support social causes aligned with diversity and inclusion.

References

• Tajfel, Henri, and John Turner. “The Social Identity Theory of Intergroup Behavior.” Social Identity and Intergroup Relations, Nelson-Hall, 1986, pp. 7-24.
• Byrne, Donn. “Interpersonal Attraction as a Function of Affiliation Need and Attitude Similarity.” Human Relations, vol. 14, no. 4, 1961, pp. 283-89.
• Barney, Jay. “Firm Resources and Sustained Competitive Advantage.” Journal of Management, vol. 17, no. 1, 1991, pp. 99-120.
• Vargo, Stephen L., and Robert F. Lusch. “Evolving to a New Dominant Logic for Marketing.” Journal of Marketing, vol. 68, no. 1, 2004, pp. 1-17.