A Cripped Marketing Manifesto: in conversation with Carol Kaufman-Scarborough and Stacey Menzel Baker

Abstract

This state-of-the-art review puts forward a ‘Cripped Marketing Manifesto’. In doing so, it reviews previous marketing research focusing on disability and engages in conversation with two seminal scholars within this area, Carol Kaufman-Scarborough and Stacey Menzel Baker. This allows us to extrapolate key insights into the lineage of disability-focussed marketing research. We suggest that scholars should adopt ‘crip theory’ as a means of rethinking, re-evaluating, researching and crucially better including consumers with disabilities in both disability-focussed and all marketing research and practice. Resultantly, this article is both a state-of-the-art compilation of the growing body of work on disability-focussed marketing research, and a ‘Cripped Marketing Manifesto’ calling on all marketing scholars, to reduce the perpetuity of inaccessibility and ableism inherent in our research and marketplaces.