ABSTRACT
This chapter analyzes the enactment of diversity in the consumer goods industry by looking at Procter & Gamble (P&G) and Johnson & Johnson. The companies’ diversity strategies were analyzed by assessing the diversity communication present on their social media platforms such as Twitter and Facebook as well as in the companies’ mission statements. A total of 350 social media posts and mission statement abstracts on diversity were analyzed over a period of twelve months, from August 1, 2014 until July 31, 2015. The total sample comprised 122 units of analysis for P&G and 228 for Johnson & Johnson. Every fifth unit of analysis was selected for the purpose of intercoder reliability, leading to 70 units which represented 20% of the total sample. Intercoder reliability was reached at k = .85, calculated with Cohen’s kappa.
