Six points to be covered by brands before doing empowerment

Dołączył: 05 Mar 2024 Posty: 1

Last week, within the framework of Paris Fashion Week, the Chanel house presented its spring-summer 2015 season. This would normally be news for social responsibility or marketing, but on this occasion the designer Karl Lagerfeld decided to close his parade with a "feminist protest", in which its models carried signs with phrases such as "Feminist but feminine" or "Ladies first." This action was viewed favorably by few and questioned by many for trivializing the fight for equity and turning it into a fashion. Additionally, Lagerfeld has a long history of discriminatory comments, especially toward overweight women . In what appears to be a boom in “empowerment marketing,” which brands can ride the trend without being criticized? To begin with, those who lead by example. As publicist and writer Meredith Fineman says in an article for Harvard Business Review: While bringing feminist issues to the fore is undoubtedly positive, it also carries significant risk if done in the name of a corporate brand. If your brand is not genuine or does not understand the subtleties behind these issues, attempts to embrace feminism can backfire; seeming unperceptive is never good for marketing For example, as we have noted in previous articles, the Dove brand has produced very popular videos and campaigns with a message of "real beauty" and promoting women's self-esteem, but Ax is distinguished by its sexist commercials. Both brands are property of the multinational Unilever.

This lack of coherence raises Phone Number List doubts among feminists and activists. The list of qualities that we have made, with characteristics that are expected from a company that wants to talk about feminism, is not definitive, nor mandatory, but it helps create a framework to judge if a company is doing pinkwashing just to sell or if it is committed with the cause. 1. Pay fair wages: The wage gap is an issue that has to be talked about when addressing the issue of equality at work and a key point of the feminist struggle. If a company wants to demonstrate its commitment to women, this is certainly a good place to start. But going further: how much do your suppliers and other people in your value chain earn? Specifically, the fashion industry has many problems guaranteeing fair wages and job security for those who make its clothes. 2. Promote female leadership: A recent study found that companies that make products that are mostly purchased by women also suffer from gender inequality in their management positions and on their boards. What are these and other companies doing to reverse these trends? It is dangerous to talk about “empowering” women if they have not managed to do so within their organizations.

Have maternity… and paternity policies: Another big theme of feminism is the double shift , or the concept that women usually come home from the office and then work at home. This phenomenon is due to the sexist culture, but also because companies usually offer maternity leave and flexible schedules to mothers, but not to fathers. 4. Eliminate biases in senior management: We all have biases, blind spots and prejudices. In companies, it is very important to identify them and create strategies to minimize them, since gender stereotypes play an important role in performance evaluations , and this can prevent talented women from reaching their full potential within companies. A company that takes this issue into account and creates policies to raise awareness among decision makers about stereotypes and equity is one that is committed to generating change. 5. Support vulnerable groups: Women, throughout the world, are poorer than men on average. This gap increases if we talk about indigenous women, women with disabilities or other vulnerable groups. Companies must promote not only their executives but all women. 6. Consistency in marketing: Some companies promote the objectification of women with their marketing, presenting them only as objects of sexual desire, or perhaps as mothers with no other interest than providing for their family. These practices promote gender stereotypes and are unethical. A single commercial or viral video promoting empowerment will not erase all previous history.

_________________
Phone Number List