From intention to reality: Inclusive advertising

Abstract

Advertising plays a fundamental role in the interaction between brands and their audience, especially in a digital context where inclusion and representativeness have been gaining increasing importance. However, inclusive advertising is not always well represented and genuine, facing challenges such as selective inclusion, cultural appropriation, lack of authenticity, and negative reactions from the public. This article provides a comprehensive analysis of emerging threats, focusing on the phenomenon of 'diversity washing'. It also emphasizes the importance of an authentic and committed approach to inclusion, diversity, and representativeness to establish a positive image and relationship with consumers in an environment where transparency and social responsibility are increasingly valued.