Decolonising Marketing: Five Fundamental Decisions for Customer Engagement

Purpose – This article aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute understanding of the constraints of brand legitimacy.

Design/methodology/approach – The findings of this article are informed both by a conceptual unpacking of institutional, decolonisation and customer engagement literature, as well as an empirical methodology that presents an embedded single case study of a top-ranking banking brand, utilising in-depth qualitative interviews as well as content analyses of brand communications.

Findings – The article examines the notion of institutional brand legitimacy alongside the decolonisation of customer engagement. It offers five empirically driven decisions
that marketers must consider when they attempt to decolonise their customer engagement strategies. These revolve around a decolonised bottom-up approach; establishing new biases for customer insights; the management of opposing forces;
being strategically transformative, and going beyond diversity.

Research limitations/implications – A single brand case study is offered that utilises a relatively small sample of interviewees, and does not include customers of the brand.
Further research is therefore needed to reflect other organisational contexts and stakeholders. Just so, the article specifically looks at the ways in which decolonisation and institutional legitimacy intersect for customer engagement. Further studies that focus on other organisational concepts impacted by decolonisation would be thought-provoking.

Originality/value – To the best of the author’s knowledge, this is the first empirical investigation that offers practical guidance for the decolonisation of marketing
strategies – as it relates to customer engagement or any other facets of marketing.