Gender Equality as a Brand Value in the Post-digital Media Scenario

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Qualitative analysis explores the role of gender equality in branding for engagement, highlighting implications for advertisers.

Both Dove and L’Oréal utilize gender equality as a central theme in their campaigns, aiming to shift societal attitudes.
The research combines document and discourse analysis across two beauty sector case studies to assess campaign effectiveness.
Findings indicate that, despite concerns over authenticity, purpose-driven brands can enhance gender equality narratives in their messaging.
Integrating gender equality into branding strategies appears to positively influence public discourse and cultural change.

Palomo-Domínguez et al. (2025) studied this question.

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View Full Paper

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Authors

Qualitative analysis explores the role of gender equality in branding for engagement, highlighting implications for advertisers.

Both Dove and L’Oréal utilize gender equality as a central theme in their campaigns, aiming to shift societal attitudes.
The research combines document and discourse analysis across two beauty sector case studies to assess campaign effectiveness.
Findings indicate that, despite concerns over authenticity, purpose-driven brands can enhance gender equality narratives in their messaging.
Integrating gender equality into branding strategies appears to positively influence public discourse and cultural change.

Palomo-Domínguez et al. (2025) studied this question.

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