["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nConsumers increasingly expect brands to implement diversity, equity, inclusion, and accessibility (DEIA) initiatives. While research has examined DEIA‐related marketplace outcomes, less is known about how these initiatives shape marginalized consumers’ behaviors. We systematically reviewed the retailing literature to identify common DEIA initiatives, using a pilot study to determine which tactics consumers consider inclusive. In a subsequent series of experiments, we found that the introduction of a DEIA initiative by an established retailer increased marginalized consumers’ likelihood to shop through all channels (i.e., in‐store, website, mobile app, and social media) due to increased retailer inclusivity and authenticity perceptions. For new retailers, introducing a DEIA initiative increased marginalized consumers’ likelihood to shop through most channels (i.e., in‐store, mobile app, and social media), however these effects were driven by perceived retailer inclusivity only. Retracting a DEIA initiative decreased the likelihood to shop through all channels through reductions in perceived retailer inclusivity and perceived retailer brand authenticity for both new and established retailers. Together, these findings suggest that while introducing DEIA initiatives can enhance retailer inclusivity perceptions for both new and established retailers and authenticity perceptions for established retailers, retracting such initiatives poses substantial risks by undermining perceived authenticity regardless of retailer lifecycle stage.\n"]