Short answer
Designers and marketers should prioritize inclusive messaging and consider how their brand's communication might inadvertently alienate or disengage certain user groups, while also reinforcing positive user behaviors.
- Field
- Innovation & Markets
- Source
- Lund University Publications Student Papers (Lund University) (2020)
- Method
- Qualitative research
- Evidence
- Moderate effect
Marketing communications from major surf industry players can inadvertently create social exclusion and diminish a sense of responsibility among athletes within the sport's institutional framework. This innovation & markets research insight is drawn from a 2020 study published in Lund University Publications Student Papers (Lund University). Using Qualitative research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should prioritize inclusive messaging and consider how their brand's communication might inadvertently alienate or disengage certain user groups, while also reinforcing positive user behaviors.
Surf Industry Branding Can Foster Social Exclusion, Reducing Athlete Responsibility
Marketing communications from major surf industry players can inadvertently create social exclusion and diminish a sense of responsibility among athletes within the sport's institutional framework.
Lund University Publications Student Papers (Lund University) · 2020
Key Findings
- 01Branding does not play an essential role in the social inclusiveness of local surfing communities.
- 02Marketing communication by major surf industry actors can enact social exclusion.
- 03Marketing communication can reduce feelings of responsibility among surf athletes in the institutional context of the surf industry's brand.
Application
Design takeaway
Designers and marketers should prioritize inclusive messaging and consider how their brand's communication might inadvertently alienate or disengage certain user groups, while also reinforcing positive user behaviors.
How to apply
When developing brand messaging or community engagement strategies, consider conducting user research to understand potential exclusionary impacts and actively design for inclusion.
Project actions
- 01When researching a brand, look at its advertising and social media to see who it seems to be talking to.
- 02Consider how a brand's visual style or language might make certain people feel unwelcome.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides qualitative depth into the social impact of branding.
- +Focuses on a specific industry to offer detailed insights.
Limitations
The qualitative nature of the study means findings are based on interpretation and may not be generalizable to all participants.
Reliability & validity
The qualitative approach relies on interpretation, which can affect reliability. Validity is strengthened by focusing on a specific context and using empirical data.
Think critically
To what extent can branding be intentionally designed to promote social inclusion and enhance user responsibility?
Design Principles
"Inclusive branding fosters community and shared responsibility."
Understanding how branding impacts social dynamics is crucial for fostering more inclusive environments. This insight highlights the potential for corporate messaging to have unintended negative consequences on community belonging and individual accountability.
What This Means for Your Design
Big surf brands sometimes send out messages that make people feel left out, and this can also make athletes feel less responsible for things.
How to use in your project
- 1.Use this research to support claims about the social impact of branding in your design project's analysis section.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that branding within specific industries, such as surfing, can inadvertently lead to social exclusion and a reduced sense of responsibility among participants. This highlights the critical need for designers and marketers to carefully consider the social implications of their communication strategies to foster more inclusive and accountable communities.
Source
Lund University Publications Student Papers (Lund University)
DEMYSTIFYING EXCLUSION FROM AN INCLUSIVE LIFESTYLE: The case of surf industry branding
journal · 2020
View sourceQuestions About This Research
- What does the research say about surf industry branding can foster social exclusion, reducing athlete responsibility?
- Designers and marketers should prioritize inclusive messaging and consider how their brand's communication might inadvertently alienate or disengage certain user groups, while also reinforcing positive user behaviors. Evidence: Lund University Publications Student Papers (Lund University) (2020).
- Why does "Surf Industry Branding Can Foster Social Exclusion, Reducing Athlete Responsibility" matter for design?
- Understanding how branding impacts social dynamics is crucial for fostering more inclusive environments. This insight highlights the potential for corporate messaging to have unintended negative consequences on community belonging and individual accountability.
- How can designers apply this research?
- Designers and marketers should prioritize inclusive messaging and consider how their brand's communication might inadvertently alienate or disengage certain user groups, while also reinforcing positive user behaviors.
- What were the main findings?
- Branding does not play an essential role in the social inclusiveness of local surfing communities.. Marketing communication by major surf industry actors can enact social exclusion.. Marketing communication can reduce feelings of responsibility among surf athletes in the institutional context of the surf industry's brand.
- What research method was used?
- Qualitative research.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2020 journal from Lund University Publications Student Papers (Lund University).
- What should I do differently in my next project?
- When developing brand messaging or community engagement strategies, consider conducting user research to understand potential exclusionary impacts and actively design for inclusion.
- What are the limitations?
- The study focuses specifically on the surf industry, and findings may not be directly transferable to all contexts.