Post by account_disabled on Feb 27, 2024 5:36:31 GMT -5
In a world in which no country has managed to close the wage gap completely and where women must face inequality daily, the fight for equality has come to conquer different social spheres. Consumers are tired of stereotypes and are now looking for a more fair and inclusive society; Brands have caught on to this and in doing so have begun to address the issue with messages that can be positive or really dangerous. As demand for non-sexist content grows among consumers, more and more brands have wanted to join in promoting women's empowerment. Everyone wants to break stereotypes, celebrate diversity, criticize sexism and condemn gender violence; This has given rise to a pink wave in which no one knows how much of this content is genuine and how much of it is simply pinkwashing. Of course, sometimes some brands make mistakes so serious that consumers can identify them immediately. This is the case of Yoplait, which in recent days has been strongly criticized for the launch of the Let's toast to the pleasure of being a woman campaign , in which a group of women of all ages toast with yogurt in a tavern for all that what it means to be a woman, or at least what the brand says it means. yoplait-mujer Less than 48 hours passed after the publication of this video before dozens of users on social networks completely rejected Yoplait's effort, not only because the lyrics of their song lack rhyme, the setting is bad, and the idea of toasting with yogurt is somewhat depressing; The material constitutes a tremendous failure in the attempt to empower women, in fact it could have been a success if its intention had been to perpetuate sexist stereotypes (of course it would still be irresponsible, but that's another story.
Your new pirate commercial is frankly New Zealand WhatsApp Number sexist,, 2016 You have to toast being a woman because it is not easy at all Very good Yoplait, let's speak clearly. It is true that being a woman is not easy at all, in fact it is extremely difficult; Not only because advertising has been responsible for perpetuating stereotypes for years, but because we have fought for equality for decades and it is estimated that we are still a century away from achieving it. Yes, being a woman is difficult, not only because we receive a lower salary than a man for doing the same work, but also because we continue to be assigned domestic chores exclusively. And no, we don't feel like toasting it. Dear @yoplait, your women's empowerment campaign is more misogynis) October 20, 2016 How NOT to communicate women's empowerment Once we have overcome the indignation and surprise at the terrible communication of a brand whose products are mainly aimed at women, it is time to talk about what Yoplait and many others do wrong when it comes to addressing the issue of female empowerment. 1. Empowerment is not a fad In 2014, The Huffington Post conducted an investigation in which it studied the composition of the board of directors of large companies responsible for launching campaigns to promote female empowerment. Few of them came even close to achieving gender parity within the senior positions of their organization. This means that although more and more companies decide to increase their communication to empowerment marketing, we are not necessarily experiencing a cultural change . Most companies have not adopted a deep commitment to equity, and very few actually worry about integrating responsible practices before riding the pink wave . 2. Women don't want to be men I get up in the morning, like my husband, I go out to work, like my husband.
I come back devastated, like my husband, but I make dinner Who says that the reason women seek empowerment is because they want to be like a man? What women really seek is to be able to have the same rights without having to abandon their femininity to do so, whatever meaning each person assigns to that word. They wish not to have to adopt masculinized attire to be respected at work, nor to have to adopt double roles as mother and worker while their partners cannot take care of domestic or parenting tasks. One of the things that brands need to understand before doing empowerment marketing is that women deserve to be respected, not for doing the same activities as a man and also wearing heels, but for the fact of being people. Understanding the movement in depth before communicating a message related to it can help you prevent serious damage to your reputation. 3. No more stereotypes Let's go to the gym, summer is coming. You have to do pilates, summer is coming. If I don't feel like it, I don't worry, vacation at the North Pole. Of course, Yoplait and brands in general can choose a million activities that represent women's empowerment much better than buying shoes, being single or going on vacation; but it's always easier to refer to a lot of stereotypes, you know, so that it is understood that they are talking about women . Not to mention the unattainable beauty standards and the discrimination that revolves around the idea that women who do not meet them cannot enjoy a walk on the beach. Now to face the crisis Okay, we all make mistakes and your brand has made the terrible mistake of not addressing any of the above points. What NOT to do? yoplait-crisis You may have a lot to learn about gender equality, but if you are going to do it one day, you better learn to listen to your stakeholders. Their feedback can help you maintain better communication, and closing yourself off from it will only make your crisis worse. Let Samsung show you how , or hire an expert to help you better manage these types of problems.
Your new pirate commercial is frankly New Zealand WhatsApp Number sexist,, 2016 You have to toast being a woman because it is not easy at all Very good Yoplait, let's speak clearly. It is true that being a woman is not easy at all, in fact it is extremely difficult; Not only because advertising has been responsible for perpetuating stereotypes for years, but because we have fought for equality for decades and it is estimated that we are still a century away from achieving it. Yes, being a woman is difficult, not only because we receive a lower salary than a man for doing the same work, but also because we continue to be assigned domestic chores exclusively. And no, we don't feel like toasting it. Dear @yoplait, your women's empowerment campaign is more misogynis) October 20, 2016 How NOT to communicate women's empowerment Once we have overcome the indignation and surprise at the terrible communication of a brand whose products are mainly aimed at women, it is time to talk about what Yoplait and many others do wrong when it comes to addressing the issue of female empowerment. 1. Empowerment is not a fad In 2014, The Huffington Post conducted an investigation in which it studied the composition of the board of directors of large companies responsible for launching campaigns to promote female empowerment. Few of them came even close to achieving gender parity within the senior positions of their organization. This means that although more and more companies decide to increase their communication to empowerment marketing, we are not necessarily experiencing a cultural change . Most companies have not adopted a deep commitment to equity, and very few actually worry about integrating responsible practices before riding the pink wave . 2. Women don't want to be men I get up in the morning, like my husband, I go out to work, like my husband.
I come back devastated, like my husband, but I make dinner Who says that the reason women seek empowerment is because they want to be like a man? What women really seek is to be able to have the same rights without having to abandon their femininity to do so, whatever meaning each person assigns to that word. They wish not to have to adopt masculinized attire to be respected at work, nor to have to adopt double roles as mother and worker while their partners cannot take care of domestic or parenting tasks. One of the things that brands need to understand before doing empowerment marketing is that women deserve to be respected, not for doing the same activities as a man and also wearing heels, but for the fact of being people. Understanding the movement in depth before communicating a message related to it can help you prevent serious damage to your reputation. 3. No more stereotypes Let's go to the gym, summer is coming. You have to do pilates, summer is coming. If I don't feel like it, I don't worry, vacation at the North Pole. Of course, Yoplait and brands in general can choose a million activities that represent women's empowerment much better than buying shoes, being single or going on vacation; but it's always easier to refer to a lot of stereotypes, you know, so that it is understood that they are talking about women . Not to mention the unattainable beauty standards and the discrimination that revolves around the idea that women who do not meet them cannot enjoy a walk on the beach. Now to face the crisis Okay, we all make mistakes and your brand has made the terrible mistake of not addressing any of the above points. What NOT to do? yoplait-crisis You may have a lot to learn about gender equality, but if you are going to do it one day, you better learn to listen to your stakeholders. Their feedback can help you maintain better communication, and closing yourself off from it will only make your crisis worse. Let Samsung show you how , or hire an expert to help you better manage these types of problems.