Activismo de marca y pink advertising: el propósito como compromiso con causa

This research analyzes the effectiveness of different brand advertising campaigns with LGBTQI+ intentional marketing as a commitment to a cause. To achieve this, a case study using content analysis was carried out on the social network X on the basis of three objectives: to establish the interaction rate per publication (IPR), the engagement and disengagement generated by the campaigns, and the nature of the feedback. The results show that only 20% of the brands are perceived as true activists of the LGBTQI+ cause on the basis of communicative proposals identified as pink advertising. In 80% of the remaining brands, the proposals developed are identified with an opportunistic use of, and lack of commitment to, the LGBTQI+ cause, otherwise known as pink washing. This study concludes that brands that manage to communicate their corporate values by associating them with a true commitment to the LGBTQI+ community achieve better interaction and engagement results.