Can marketing reduce inequality? Evidence from marketing science

Reducing inequality is integral to ensuring that no one is left behind. As a discipline, marketing can play a significant role in addressing inequality. To understand the current status and potential of marketing theory and practice to reduce inequality, a comprehensive and systematic literature review is needed. Addressing this gap, we conduct a systematic review of 313 marketing studies on inequalities. Our review highlights that inequality manifests in numerous ways—including consumption, culture, digital, economic, education, gender, geographical, health, income, power, racial, social, socioeconomic, structural, wealth, and general inequalities—and identifies five broad categories of antecedents and outcomes (individual, family, environmental, organization, and country). However, many studies lack specificity in defining and examining these inequalities, hindering the development of targeted interventions. To address this, we propose new definitions for each type of inequality and outline clear pathways for future research. These contributions not only highlight current progress in the field but also establish a roadmap for advancing marketing scholarship on inequality.