Inclusive Merchandising. A storyteller for an accessible university

Following recent social and global transformations, cultural organizations have undergone a major redefinition in their role as keepers and promoters of knowledge and heritage, developing virtuous examples and reference models for the free, open, and autonomous enjoyment of alla audiences. This contribution - contextualized in a current doctoral research on the enhancement of cultural heritage, promotion of institutional and territorial identities - is presented as a reflection on the recent awareness and attention to the issues of inclusiveness and accessibility in places of culture, especially higher education institutions. Through an analytical work on numerous university case studies, focused on institutional merchandising products, it was possible to outline common attitudes and effective communication strategies that promote core values related to multiculturalism, body positivity, gender equality, women's empowerment, and integration of ethnic minorities.