Marketing and Corporate Social Responsibility for Inclusion

Abstract

In an increasingly diverse and inclusive world, marketing and corporate social responsibility are fundamental in representing and addressing the needs of various social segments. This study focuses on the inclusion of individuals with visual impairment as its main objective, utilizing immersive theatrical experiences. A sensory theatre production was developed, led by 8 individuals with visual impairment, with the participation of 100 Marketing Bachelor's degree students as spectators. Subsequently, phenomenological qualitative research was conducted through semi-structured interviews with 15 of these students. The findings revealed a significant shift in the participants' attitudes toward the role of marketers, recognizing the importance of designing inclusive campaigns, thereby promoting Corporate Social Responsibility (CSR). It is concluded that by raising awareness among students about inclusion, they can contribute to sustainable and ethical business management.