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In the Merca2.0 Webinar, CMOs talk about the impact of gender violence on society.
Marketing leaders assure that this is the path of loyalty for new consumers.
Social marketing is the present and future of brands, the demand of new audiences and the need of a society saturated with information that seeks empathy from its political and commercial representatives.
And it is that, beyond the sales that an advertising campaign aims to capture, it is the calls to action towards problems of oppression and inequality that make consumers give a certain degree of loyalty and trust to companies that champion responsibility such as motor axis of its advance.
Before, this type of strategies they were mostly carried out by NGOs, social enterprises, foundations and activists; now, it is the big brands that seek to “put themselves in the place” of the people who consume them and those minorities that are underrepresented.
However, obtaining economic resources to finance these initiatives requires years of study and practice, which is why the budgets implemented in social marketing are almost always limited, affecting their scope, but almost never their effectiveness.
The social marketing it is a powerful tool that makes it possible to raise awareness about ideas that benefit a specific group of people or society as a whole; therefore, it is not surprising that in Mexico 92 percent of investors seek to accelerate this trend and support with assets those companies that promote positive social and environmental impact.
There are multiple problems in society to solve, but gender violence and inequality are two issues on the table that for women who have managed to reach the top, become essential to make visible.
This is how four CMO’s explain in the Webinar carried out by Merca2.0 how a simple campaign can attract public interest and change the mentality, behavior and habits of a community with greater visibility, for example, of cases of violence in the media. communication.
“These types of campaigns are quite notorious because they are quite sensitive and we have the problem on the surface. Beyond generating awareness that can be done, there is the implementation of actions that can reverse this trend (of gender violence)”, Karla López Torres, Managing Director T20.
Also, for Johanna Palacio, Marketing Manager of Weber Shandwickthis type of problem can be dealt with through coordinated strategies between agencies, brands, civil organizations and the government, a methodology that he defines as ‘shared value’, where an action with value is really generated.
“It really is not just about delivering what we already produce, but about delivering a value that goes much further, that has to do with our business challenges, that has to do with social needs and with our assets and our experience. It is very important to take care of sensitivities with these relationships”, explains the expert.
In this regard, the stereotypes that play a key role in the consumer and use digital platforms to misrepresent the concept of responsibility and social marketing, are a challenge for the industry when it comes to fighting against trends that affect speech and health. physical and mental of people.
“I see our own brands and the evolution they have had, because there is a long way to go to counteract stereotypes (…) it is an issue that we need to change and get closer to a more real beauty that really makes you feel good about yourself and build yourself,” he stresses. Araceli Becerril, CSR, Corporate Affairs & Engagement Director.
And finally, Tania Paredes, Bonafont Brand Directortalks about the challenges of promoting, for example, the image of women within these new social impact strategies, since he considers that it is the main axis for his brand in the route of values to be promoted from within.
“We have to be consistent, when we campaign with purpose, with social responsibility, we have to be consistent with what we are doing both outside and inside the organization. In my point of view, inequality is one of the main challenges we have as a society”, she shares.
Listen to the round table on social marketing here:
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