“The Unveiling of Consumer Perceptions” A qualitative study on how consumers view racial representation by iconic brands

Abstract: This thesis examines how consumers perceive race representation by iconic brands, aiming to bridge the knowledge gap in the areas of cultural branding, consumer culture, and ethics withi sustainability. Currently, there is limited research on the intersection of cultural branding and ethics within sustainability, particularly regarding racial representation. Given the growing importance of ethics and moral values among consumers and the complex diverse societies that characterise the marketplace, it is crucial to explore how iconic brands align with ethical principles when portraying race. This study recognises the responsibility of iconic brands to represent race without perpetuating prejudice, stereotypes or stigmatisation. Drawing on literature from cultural branding, consumer culture, and ethics within sustainability, this research integrates various streams of knowledge to gain a comprehensive understanding of iconic brands, racial identity and companies’ ethical responsibilities. The literature highlights the role of iconic brands in brand activism, the influence of race in consumer identity construction, and the expectations placed on brands in terms of ethical responsibility. The methodology employed qualitative focus group discussions with Generation Z (1996-2010) and Millennial (1980-1995) participants from diverse ethnic backgrounds residing in southern Sweden. The choice of Sweden as a research location is significant due to its recent influx of migration, providing insights into the experiences of Swedish migrants with global brands. The findings reveal that consumers perceive race representation by iconic brands as the commodification of ethnicity, misrepresentation of race, and a lack of alignment between brand image and company actions. Inconsistencies and flaws in race representation were also identified, highlighting the need for brands to reflect society accurately and support the racial communities they use in their branding. This study contributes to the literature on cultural branding, consumer culture, and ethics within sustainability by integrating these streams of knowledge. It emphasises the ethical responsibility of iconic brands in racial representation and examines consumer perceptions of their adherence to racial diversity. By prioritising the consumer perspective, this research aims to contribute to the betterment of society and offers valuable insights for brand managers. The context-specific approach of studying Swedish migrants adds to the uniqueness and relevance of this research in understanding the dynamics of race representation by iconic brands