Araceli Becerril, head of communication and social responsibility within L’Oreal, and Amanda Beristain, CEO of Weber Shandwick Mexico, agree on this point, who talk about how from their trenches, they have had to make changes so that the female representation changes and the voice is louder.
“We realized from the agency that the communication of female executives is a challenge, since it is difficult for them to communicate their own achievements. If we take into account that rankings such as the Powerful Women have existed since 1999, we are seeking to motivate companies to talk about this gender equality that they have in their companies even when there is still a long way to go,” Beristain specified.
For her part, Becerril talks about the power of beauty and science when it comes to empowering women.
“We speak to many audiences and therefore we must be diverse. We are experts in skin and hair and we know the role we have, but the differences are what make us stronger; therefore the research and science behind each communication and each product”, stated the L’Oreal executive.
For his part, Francisco Luna, country manager of the Worldpanel division of Kantar Mexico, stated that data is a very strong tool for breaking down stereotypes, and for this reason the work they do at their company reflects the role changes that are taking place. in society and the evolution that consumption habits will have in the short term.
Another of the conclusions reached by the panel was the way in which the role of women in companies is being resignified and the way in which we must take this empowerment to the personal level, where several of the panelists admitted that they still have a work to do.
Nayura Rojas, Deputy Vice President of Innovation and Product at AT&T Mexico, shared that from the workplace, she seeks to empower more women in corporate decisions, but at home she also seeks an equitable division of tasks among her children, in order not to limit roles and promoting egalitarian housework.