A Comunicação das marcas para a Igualdade de Género e Diversidade

Abstract

In this text, I present a reflection about the relevance of the diffusion of some social issues in the discourses of brands, accompanied by a view on the evolution of the representation of women in advertising and in communication, in general. We conclude, that the brands' communication for gender equality and diversity, has made a significant effort, especially when using the marketing strategy called femvertising. However, if the ability of brands to adapt to the new times has become increasingly visible, there is still a long way to go in changing the mentalities that are so stereotyped in our society.

Keywords: communication, brands, stereotypes, gender equality, diversity.