Post by account_disabled on Feb 27, 2024 5:26:23 GMT -5
Adopting a deep commitment to social responsibility is a difficult task for any organization. Any organization that wishes to join must begin by measuring its environmental and social impact before finding areas of opportunity in which it can work to become a responsible company. It is perhaps because of this that for years many of them have chosen an apparently simpler path: using different communication techniques to deceive consumers. Knowing brands that generate campaigns in favor of women's empowerment, without committing to equity within their organizations, promoting female leadership or having fair paternity policies, has become very common in recent years; Those who are committed rarely communicate it openly, and an even smaller percentage of them manage to communicate it appropriately. Part of the problem is almost always that companies have delegated CSR communication to traditional agencies, which often limit their efforts to sending brief and complicated communications that get lost among tons of information that reaches the media on a daily basis. and that almost never take the form of inspiring content for consumers. I wish the whole mistake would end there. Anyone might think that when a company has committed to CSR, its communication immediately takes on a responsible tone; Unfortunately this is not always the case. Communicating a brand's efforts is a much more complicated mission than it seems at first glance; If you want to take on this task, you need to consider not only the relevant variables to segment interest groups and find their motivations, you also need to consider the ethical risks applicable to each of your messages in order to avoid these terrible mistakes.
Washing alerts! 5 examples of New Zealand WhatsApp Number greenwashing 5 examples of greenwashing The deception may have started with green, but little by little it has taken on all kinds of colors and shapes. It happens that, faced with the enormous challenge of integrating best practices into their production processes, many brands have chosen to deceive their consumers not only by abusing the "natural" message , but also by generating messages of empowerment and gender equality, without promoting these same causes. within their organizations, or adopting seasonal causes, without deeply committing to any of them. As an example, just look at all the companies that, during October, place pink motifs in their logos and paint their profiles on social networks and even some of their products pink, without really promoting a culture of prevention against breast cancer. As consumers, it is necessary to look at them and as responsible companies, it is necessary to regulate and self-regulate these behaviors, otherwise what begins as a notable effort to listen to consumers, turns out to be simply a communication strategy to gain the sympathy of certain sectors. black and white vision Is Calvin Klein's controversial campaign really irresponsible? Is Calvin Klein's controversial campaign really irresponsible? One of the risks that responsible companies face when communicating is adopting dichotomous thinking in the midst of a world full of nuances. Launching campaigns so disruptive that they end up promoting the opposite problem instead of offering solutions; replacing extremely thin women with plus size models in an effort to vindicate themselves, completely leaving out those women whose bodies are simply healthy.
Brands are so eager to assert themselves by celebrating imperfections that they have practically forgotten what is healthy and, in the process, have created polarized messages that forget about nuances. An example of a well-managed message is the case of the Perfect Fit campaign launched by Calvin Klein in 2014, in whose ranks was the model Myla Dalbesio, a then 27-year-old woman whose characteristics greatly differ from the girls traditionally used for lingerie ads. The company did not highlight the place given to Dalbesio in the campaign nor did it classify its new collection as a line especially aimed at plus-size women. She simply included her in the campaign and by doing so she simply showed off a healthy body. One stereotype after another What comes to mind when you think of Africa? Hunger, poverty, crime, AIDS, without a doubt. Because it is what NGOs use to raise funds and most of the media This was the phrase that the Norwegian Students and Academics Global Assistance Fund (SAIH) launched to the world in 2012 to explain the birth of the video Let's save Africa! – Gone wrong within the framework of the Africa for Norway campaign. The video explains itself: when will the day come when companies and organizations get rid of stereotypes and build truly responsible communication? This is not so transparent! Far from remaining a voluntary trend, transparency is gradually becoming an expected value for businesses seeking to survive in an increasingly responsible market with greater access to information. Unfortunately, many companies have misunderstood this value, distorting it through the use of confusing metrics that are almost always difficult to compare with those of other companies and even with the brand's previous reports. A company that seeks to be truly transparent seeks to speak the same language as its consumers, makes the information it seeks to communicate accessible in substance and form, tries not to saturate them with data and offers them what is truly relevant to their interests.
Washing alerts! 5 examples of New Zealand WhatsApp Number greenwashing 5 examples of greenwashing The deception may have started with green, but little by little it has taken on all kinds of colors and shapes. It happens that, faced with the enormous challenge of integrating best practices into their production processes, many brands have chosen to deceive their consumers not only by abusing the "natural" message , but also by generating messages of empowerment and gender equality, without promoting these same causes. within their organizations, or adopting seasonal causes, without deeply committing to any of them. As an example, just look at all the companies that, during October, place pink motifs in their logos and paint their profiles on social networks and even some of their products pink, without really promoting a culture of prevention against breast cancer. As consumers, it is necessary to look at them and as responsible companies, it is necessary to regulate and self-regulate these behaviors, otherwise what begins as a notable effort to listen to consumers, turns out to be simply a communication strategy to gain the sympathy of certain sectors. black and white vision Is Calvin Klein's controversial campaign really irresponsible? Is Calvin Klein's controversial campaign really irresponsible? One of the risks that responsible companies face when communicating is adopting dichotomous thinking in the midst of a world full of nuances. Launching campaigns so disruptive that they end up promoting the opposite problem instead of offering solutions; replacing extremely thin women with plus size models in an effort to vindicate themselves, completely leaving out those women whose bodies are simply healthy.
Brands are so eager to assert themselves by celebrating imperfections that they have practically forgotten what is healthy and, in the process, have created polarized messages that forget about nuances. An example of a well-managed message is the case of the Perfect Fit campaign launched by Calvin Klein in 2014, in whose ranks was the model Myla Dalbesio, a then 27-year-old woman whose characteristics greatly differ from the girls traditionally used for lingerie ads. The company did not highlight the place given to Dalbesio in the campaign nor did it classify its new collection as a line especially aimed at plus-size women. She simply included her in the campaign and by doing so she simply showed off a healthy body. One stereotype after another What comes to mind when you think of Africa? Hunger, poverty, crime, AIDS, without a doubt. Because it is what NGOs use to raise funds and most of the media This was the phrase that the Norwegian Students and Academics Global Assistance Fund (SAIH) launched to the world in 2012 to explain the birth of the video Let's save Africa! – Gone wrong within the framework of the Africa for Norway campaign. The video explains itself: when will the day come when companies and organizations get rid of stereotypes and build truly responsible communication? This is not so transparent! Far from remaining a voluntary trend, transparency is gradually becoming an expected value for businesses seeking to survive in an increasingly responsible market with greater access to information. Unfortunately, many companies have misunderstood this value, distorting it through the use of confusing metrics that are almost always difficult to compare with those of other companies and even with the brand's previous reports. A company that seeks to be truly transparent seeks to speak the same language as its consumers, makes the information it seeks to communicate accessible in substance and form, tries not to saturate them with data and offers them what is truly relevant to their interests.