Feminism, girlpower, empowerment, femvertising … that brands have taken a great turn in their way of communicating to and about women is no longer new (hallelujah!). Society itself has made this a central issue for decades, but the last two years have been capitals to transform the trend into reality.
The lively digital environment, the influencer phenomenon, the importance of the opinion of the consumer capable of creating and disseminating their own content, have transformed trust spaces and recommendation flows.
"Whether it is opportunism or a new voice we can talk at another time, but that the models and messages have changed is undeniable and we must take advantage to give them more visibility, weight and reach."
If we add the figures on the influence of women in all purchasing decisions, it is clear that brands could not be left out. If it is opportunism or a new voice to listen to, we can talk at another time, but that the models and messages have changed (body-positive, inclusion, roles or gender equality) is undeniable and we must take advantage to give them more visibility, weight and reach. The In itit Do it together campaign is a sign of brand activism for gender equality:
As communicators and creators of a collective imaginary we play a determining role. Not only are we entitled to carry out social impact actions but we have the opportunity and responsibility to create and maintain this awareness and educate in values that have come to stay.
Alba Roig is director of Lewis Spain and Commissioner of the Board of the Col·legi de Publicidadis i RP de Catalunya