How Social Inclusion Promotes Sales: An Analysis of the Example of Employing People with Disabilities

Abstract

Although social inclusion is an important aspect of corporate social responsibility (CSR), it has received little attention in the literature and research on the subject. However, it is increasingly recognized that more attention needs to be paid to this area: When making purchasing decisions, customers are increasingly looking for companies that act (and credibly demonstrate) in a sustainable and socially responsible manner. Customers are more aware of product-related CSR activities than philanthropy or sustainable business initiatives. Therefore, CSR is an interesting marketing instrument that can be used for competitor differentiation. This article aims to analyse how the promotion of social inclusion could affect the turnover of companies, using the example of the employment of people with disabilities (PWD). The research is based on a literature review using deductive content analysis. The results show that social inclusion, as part of the CSR strategy, contributes to sales growth. This aspect is particularly relevant when it comes to services and direct customer contact. The most important point here is that the company reflects the diversity of its existing and potential customers. In this way, new customers can be won, customer loyalty can be promoted or strengthened, and in return, sales can be increased. CSR activities that are used as a marketing tool for differentiation and that do not only pursue the goal of strengthening the company's reputation can achieve sustainable competitive advantage, a higher market share, open new market segments, and ultimately increase sales permanently.