Short answer
Designers and marketers should actively research and understand the intersecting identities of their target audiences to develop consumption strategies that are both inclusive and politically resonant.
- Field
- Innovation & Markets
- Source
- Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign) (2015)
- Method
- Archival research and computational analysis (topic modeling)
- Evidence
- Moderate effect
Understanding how race, class, and gender intersect can reveal unique strategies for political consumerism that empower marginalized communities. This innovation & markets research insight is drawn from a 2015 study published in Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign). Using Archival research and computational analysis (topic modeling), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should actively research and understand the intersecting identities of their target audiences to develop consumption strategies that are both inclusive and politically resonant.
Intersectional Political Consumerism: Empowering Marginalized Groups Through Strategic Consumption
Understanding how race, class, and gender intersect can reveal unique strategies for political consumerism that empower marginalized communities.
Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign) · 2015
Key Findings
- 01Traditional 'flawed consumer' theories fail to account for the complexities of race, class, and gender.
- 02Intersectional analysis reveals how marginalized groups can politicize consumer activities to achieve political outcomes.
- 03African American women and men engaged in consumer activism in ways that were shaped by their multiple social locations.
Application
Design takeaway
Designers and marketers should actively research and understand the intersecting identities of their target audiences to develop consumption strategies that are both inclusive and politically resonant.
How to apply
When designing a product or campaign for a diverse audience, consider how factors like race, socioeconomic status, and gender might influence their perception and engagement with your offering.
Project actions
- 01When researching your target audience, think about more than just age and gender. Consider their background, community, and any social issues they care about.
- 02Look for examples of how people use products or services to express their beliefs or support causes.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Pioneering application of intersectionality to political consumerism.
- +Integration of qualitative and quantitative research methods.
Limitations
It can be challenging to accurately capture and analyze the complex interplay of multiple identity factors in a user study.
Reliability & validity
The use of archival data and computational analysis (topic modeling) provides a degree of objectivity, but the interpretation of findings related to complex social phenomena can be subject to researcher bias, impacting validity. Reliability would depend on the consistency of the archival sources and the reproducibility of the topic modeling process.
Think critically
How might the concept of 'intersectional political consumerism' be applied to contemporary design challenges, such as sustainable consumption or ethical sourcing?
Design Principles
"Embrace intersectionality in consumer research and strategy to unlock nuanced understanding and drive impactful market engagement."
This research highlights that consumer choices are not solely driven by economic factors but are deeply influenced by social identities. Designers and marketers can leverage this understanding to create more inclusive and impactful campaigns, recognizing that different consumer segments may respond to different motivations and forms of engagement.
What This Means for Your Design
Sometimes, people's choices about what they buy are not just about liking a product, but about their identity and what they want to achieve politically. Understanding how race, money, and gender all play a part can help designers create things that people really connect with.
How to use in your project
- 1.Use this research to justify a more in-depth user research methodology that explores intersectional identities.
- 2.Reference this study when discussing the socio-political factors influencing consumer behavior in your design project.
Add to My Project
Quick Cite
Paragraph starter
This study by Nicole M. Brown (2015) introduces the concept of 'intersectional political consumerism,' arguing that understanding the interplay of race, class, and gender is crucial for grasping how marginalized groups engage in consumer activism. By moving beyond simplistic consumer theories, this research reveals how individuals can leverage their social locations to politicize consumption and achieve political outcomes. This perspective is vital for design projects aiming to connect with diverse audiences, as it highlights the need for strategies that acknowledge and resonate with the multifaceted identities and socio-political motivations of users.
Source
Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign)
Flawed consumers: understanding the impact of intersectional political consumerism during the Chicago Welfare Rights Era
journal · 2015
View sourceQuestions About This Research
- What does the research say about intersectional political consumerism: empowering marginalized groups through strategic consumption?
- Designers and marketers should actively research and understand the intersecting identities of their target audiences to develop consumption strategies that are both inclusive and politically resonant. Evidence: Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign) (2015).
- Why does "Intersectional Political Consumerism: Empowering Marginalized Groups Through Strategic Consumption" matter for design?
- This research highlights that consumer choices are not solely driven by economic factors but are deeply influenced by social identities. Designers and marketers can leverage this understanding to create more inclusive and impactful campaigns, recognizing that different consumer segments may respond to different motivations and forms of engagement.
- How can designers apply this research?
- Designers and marketers should actively research and understand the intersecting identities of their target audiences to develop consumption strategies that are both inclusive and politically resonant.
- What were the main findings?
- Traditional 'flawed consumer' theories fail to account for the complexities of race, class, and gender.. Intersectional analysis reveals how marginalized groups can politicize consumer activities to achieve political outcomes.. African American women and men engaged in consumer activism in ways that were shaped by their multiple social locations.
- What research method was used?
- Archival research and computational analysis (topic modeling).
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2015 journal from Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign).
- What should I do differently in my next project?
- When designing a product or campaign for a diverse audience, consider how factors like race, socioeconomic status, and gender might influence their perception and engagement with your offering.
- What are the limitations?
- The study is specific to a historical context and a particular social movement, which may limit direct generalizability to contemporary, different market segments.