{"id":2785,"date":"2022-06-29T19:28:57","date_gmt":"2022-06-30T00:28:57","guid":{"rendered":"https:\/\/www.taktikee.com\/?p=2785"},"modified":"2022-06-29T19:41:44","modified_gmt":"2022-06-30T00:41:44","slug":"activismo-o-pinkwashing-identifica-la-postura-de-tu-marca-y-corrigela","status":"publish","type":"post","link":"https:\/\/www.taktikee.com\/?p=2785","title":{"rendered":"\u00bfActivismo o \u201cpinkwashing\u201d? identifica la postura de tu marca y corr\u00edgela"},"content":{"rendered":"

<\/p>\n

\u00bfActivismo o \u201cpinkwashing\u201d? identifica la postura de tu marca y corr\u00edgela<\/span><\/h1>\n

\u201cPinkwashing\u201d viene del ingl\u00e9s: <\/span>pink<\/span><\/i>, color rosa, y <\/span>whitewash<\/span><\/i>, blanquear o encubrir. En los a\u00f1os 90 la <\/span>Breast Cancer Action<\/span><\/a> acu\u00f1\u00f3 el t\u00e9rmino \u201cpinkwashing\u201d para hablar de aquellas marcas que utilizaron el color rosa, que identifica a la lucha contra el c\u00e1ncer de mama, para hacer marketing y pretender mostrar a sus marcas como amigas de la causa, cuando solo buscaban subir sus ventas, sin promover pol\u00edticas reales o concretas a favor de \u00e9sta.\u00a0<\/span><\/p>\n

Actualmente, el t\u00e9rmino se ha extendido al uso \u201cpopular\u201d de la bandera LGBTIQ+ en estrategias pol\u00edticas y publicitarias para hacer ver a personajes, instituciones y marcas como modernas e inclusivas.\u00a0<\/span><\/p>\n

Junto con \u00e9sta, tambi\u00e9n existe el \u201cpurplewashing\u201d para defender la igualdad de g\u00e9nero, o el \u201cgreenwashing\u201d cuando hablamos de mostrar a una marca como responsable con el medio ambiente, pero solo en discurso.<\/span><\/p>\n

Este mes de junio, pudimos ver a muchas marcas cambiar su logo en apoyo al orgullo gay, muchas por convicci\u00f3n y muchas otras por <\/span>PINKWASHING<\/span><\/i>. \u00bfEl riesgo?, una amenaza latente para su reputaci\u00f3n.<\/span><\/p>\n

\"\" \"\"<\/p>\n

\"\"<\/p>\n

Si quieres estar seguro que tu marca est\u00e1 alejada de esta pr\u00e1ctica, te recomendamos realizar el siguiente autodiagn\u00f3stico:<\/span><\/p>\n

Autodiagn\u00f3stico<\/span><\/h3>\n
    \n
  1. \u00bfLa causa que tu marca dice apoyar est\u00e1 realmente alineada con la manera de pensar de sus m\u00e1ximos directivos?<\/span><\/li>\n
  2. \u00bfTu empresa promueve pol\u00edticas internas a favor de esta causa, tales como: paridad de g\u00e9nero, pol\u00edticas de cero tolerancia hacia la discriminaci\u00f3n dentro del ambiente laboral, campa\u00f1as internas de educaci\u00f3n sobre estos temas, entre otras?<\/span><\/li>\n
  3. \u00bfTu empresa destina presupuesto o trabajo a favor de la causa o una fundaci\u00f3n que represente a la causa?<\/span><\/li>\n
  4. \u00bfEst\u00e1 tu marca comprometida a mantener una campa\u00f1a constante para apoyar la causa en cuesti\u00f3n? \u00bfo se trata de una moda pasajera por el d\u00eda del orgullo?<\/span><\/li>\n
  5. \u00bfTu campa\u00f1a publicitaria logra generar reflexi\u00f3n social en apoyo a la causa?<\/span><\/li>\n<\/ol>\n

    Si respondiste NO a 3 o m\u00e1s de estas 5 preguntas, tu marca est\u00e1 haciendo uso del pink<\/em>, purple<\/em> o greenwashing<\/em>.\u00a0<\/span><\/p>\n

    \u00bfPor qu\u00e9 hacer un cambio profundo?<\/span><\/h3>\n

    El consumidor actual est\u00e1 constantemente investigando m\u00e1s sobre las marcas que le gustan. M\u00e1s all\u00e1 del producto, las pol\u00edticas y valores reales de la marca en torno a temas como inclusi\u00f3n, medio ambiente, tolerancia, entre otras; es algo que sin duda tiene un peso mucho m\u00e1s grande las nuevas generaciones. \u00c9ste nuevo consumidor ya no se conforma con el discurso, busca en las empresas respuestas reales a sus preocupaciones, por lo que \u201csolo decir\u201d, ya no es suficiente.\u00a0<\/span><\/p>\n

    Aseg\u00farate que tu marca sea realmente lo que dice ser, preoc\u00fapate por tu p\u00fablico interno, quien ser\u00e1 siempre tu principal vocero y el m\u00e1s cre\u00edble. Vive la marca como quieres que la gente la vea, y una vez que est\u00e9s seguro de que lo est\u00e1s haciendo bien, comun\u00edcalo a tu consumidor.<\/span><\/p>\n

    En Taktikee, Incentivamos permanentemente a nuestros clientes a abanderar causas sociales, que se sumen a las causas que buscan hacer de este mundo un espacio m\u00e1s justo y tolerante, pero con acci\u00f3n e intenci\u00f3n, m\u00e1s que con palabras.\u00a0 <\/span><\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"

    \u00bfActivismo o \u201cpinkwashing\u201d? identifica la postura de tu marca y corr\u00edgela \u201cPinkwashing\u201d viene del ingl\u00e9s: pink, color rosa, y whitewash, blanquear o encubrir. En los […]<\/a><\/p>\n","protected":false},"author":5,"featured_media":2790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[65,4,49,8,356,252,358,357,2,100,53],"class_list":["post-2785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-relaciones_publicas","tag-agencia-de-relaciones-publicas","tag-articulos-rrpp","tag-comunicacion","tag-comunicacion-corporativa","tag-lgbtiq","tag-marcas","tag-orgullo-gay","tag-pinkwashing","tag-relaciones-publicas","tag-reputacion","tag-rrpp"],"yoast_head":"\n\u00bfActivismo o \u201cpinkwashing\u201d? identifica la postura de tu marca y corr\u00edgela - Taktikee<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.taktikee.com\/activismo-o-pinkwashing-identifica-la-postura-de-tu-marca-y-corrigela\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfActivismo o \u201cpinkwashing\u201d? identifica la postura de tu marca y corr\u00edgela - Taktikee\" \/>\n<meta property=\"og:description\" content=\"\u00bfActivismo o \u201cpinkwashing\u201d? identifica la postura de tu marca y corr\u00edgela \u201cPinkwashing\u201d viene del ingl\u00e9s: pink, color rosa, y whitewash, blanquear o encubrir. 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