Inclusive Marketing as a Social Sustainability Strategy: Market Challenges and Resilience of a Self-Made Transgender Professional in India

Abstract

Inclusive marketing is increasingly recognized as a critical dimension of social sustainability, particularly in emerging economies marked by social stratification and labour market exclusion. Transgender individuals in India face persistent discrimination, restricted employment opportunities, and social stigma, compelling many to pursue self-made professional pathways. This study examines how resilience enables a self-made transgender professional to navigate market exclusion and construct sustainable economic participation. Using a mixed-method case study approach, quantitative data were collected through the Gender Minority Stress and Resilience (GMSR) scale and the Transgender Resilience Scale (TRS), alongside qualitative narrative interviews. Findings indicate high resilience despite sustained exposure to minority stress, with resilience translating into adaptive marketing behaviours, trust-based customer relationships, and professional legitimacy. The study reframes inclusive marketing as an emergent, practice-based sustainability strategy rooted in lived resilience rather than corporate policy alone. Implications for sustainable marketing, social inclusion, and policy development are discussed.

Keywords: Inclusive marketing · Social sustainability · Transgender professionals · Market resilience · Informal entrepreneurship · India

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