Pinkwashing e comunicação empresarial: a instrumentalização das causas sociais
DOI:
https://doi.org/10.34630/tth.v6i1.7338Palavras-chave:
pinkwashing, Rainbow Capitalism, Comunicação Empresarial, Marketing de Causas, Comunidade LGBTQ, Alianismo PerformativoResumo
Num contexto em que as marcas procuram cada vez mais posicionar-se em torno de causas sociais, temas como a diversidade, inclusão e os direitos das minorias tornaram-se centrais na comunicação empresarial. Neste cenário, o Pinkwashing emerge como uma estratégia controversa: quando um posicionamento não corresponde a práticas reais ou consistentes, pode tratar-se de uma ferramenta essencialmente comunicacional destinada a melhorar a reputação da marca. Este artigo propõe uma reflexão crítica sobre o fenómeno, analisando de que forma estas práticas influenciam a perceção das marcas e condicionam a decisão dos consumidores.
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Direitos de Autor (c) 2026 The Trends Hub, Revista de Tendências em Comunicação e Ciências Empresariais
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.
