Doing Difference: The Bright Side, Dark Side, and Unexpected

Abstract

Entities, including organisations, brands and individuals, pursue a strategy of difference (a way to be dissimilar to others) to improve their performance outcomes and well-being. In this editorial, we introduce five research articles and two expert commentaries that examine some aspects of such difference. We further highlight the challenges that consumers face when taking action to meet the goal of difference. Using activity theory and its associated systemic framework, we uncover three contradictions (community, power and knowledge) that manifest as tensions or conflicts as consumers navigate difference. Being aware of these contradictions assists marketers in capitalising on the bright side, preparing for the unexpected and avoiding the dark side of consumers’ efforts towards difference. We also suggest a research agenda to stimulate future scholarship on difference.