Abstract
This study examines how generational cohorts influence the valuation of diversity traits in higher education marketing and their impact on advocacy intentions. Using a mixed-methods approach, we analysed experimental survey responses from 419 British participants and qualitative data from semi-structured interviews to address key questions: the highest and lowest valued minority traits within UK higher education, generational perceptions and interactions with media portrayals of these traits, and the influence of these narratives on public value congruence and advocacy for Diversity, Equity, and Inclusion (DEI) efforts. Our findings reveal significant generational differences, with Gen Z showing a higher alignment with LGBTQ+ and disability traits, reflecting a societal shift towards inclusivity. However, advocacy intentions did not always match value congruence, suggesting additional factors at play. The study underscores the importance of HEIs developing promotional materials that are both value-aligned and authentically portrayed to boost advocacy intentions for diversity initiatives effectively. These insights contribute to the literature on DEI marketing strategies and offer practical guidance for HEIs to foster a more inclusive and engaged academic community.
Keywords
Diversity, Equity, Inclusion, Higher Education Marketing, Generational Cohorts, Advocacy Intention, Value Congruence, Perceptions of Authenticity, DEI Valuation, Educational Advertising.