Inclusive marketing on a fine line: Is there a case for hushing? A Delphi-based inquiry.

Abstract Inclusive marketing is increasingly adopted by brands to align with diversity, equity, and inclusion values. However, growing criticism, ideological backlash, and accusations of wokewashing are prompting some firms to deliberately under communicate their inclusive efforts—a phenomenon conceptualised as “hushing.” Despite its practical relevance, hushing has received little scholarly attention. This study aims to address the gap by (1) defining hushing within the inclusive marketing domain, (2) integrating backlash theory to understand when and why brands remain silent, and (3) proposing methods to detect this phenomenon in marketplace communication. A Delphi methodology will be employed to engage a panel of experts—including consultants, brand managers, and scholars—with the aim of reaching consensus on the drivers, implications, and anticipated trajectories of hushing. The study is expected to advance theoretical understanding of strategic silence in brand activism and, once results are available, to offer practical guidance for organizations seeking to manage the risks of inclusive communication while remaining committed to social impact.