Introduction to Eleazar Santos and Unilever Mexico
In this episode of Oye.Cracks, we interview Eleazar Santos, the Director of Media at Unilever Mexico. Mr. Santos shares insights on how brands can become genuine agents of social change through inclusive campaigns and authentic representation. He discusses the importance of avoiding “pinkwashing” and explores whether a single campaign can truly alter cultural perceptions.
Key Topics Discussed
- The role of brands in driving social change
- Inclusive campaigns and authentic representation
- The risks of “pinkwashing”
- Assessing the impact of campaigns on cultural change
Who is Eleazar Santos and Why is Unilever Mexico Relevant?
Eleazar Santos is the Director of Media at Unilever Mexico, a multinational consumer goods company with a presence in over 190 countries. Unilever’s portfolio includes well-known brands such as Dove, Lipton, and Hellmann’s. Mr. Santos’ expertise lies in leveraging media to promote social change, making his insights valuable for both the company and the broader marketing community.
Unilever’s Commitment to Inclusion and Diversity
Unilever has long been committed to fostering an inclusive and diverse work environment, as well as promoting these values through its marketing efforts. The company recognizes that representation matters and strives to ensure that its campaigns reflect the diverse world we live in. Mr. Santos’ discussion with Oye.Cracks sheds light on how Unilever aims to make a genuine impact through its communication strategies.
Inclusive Campaigns and Authentic Representation
Mr. Santos emphasizes the importance of creating inclusive campaigns that authentically represent diverse groups within society. By doing so, brands can contribute to breaking down stereotypes and fostering a more inclusive culture.
Understanding Pinkwashing
Pinkwashing refers to the practice of companies using rainbow-colored imagery or supporting LGBTQ+ causes solely for marketing purposes without genuine commitment to equality and inclusivity. Mr. Santos warns against this tactic, as it can lead to mistrust and damage a brand’s reputation.
Can a Campaign Truly Change Culture?
Mr. Santos acknowledges that while campaigns can raise awareness and spark conversations, they may not single-handedly change deeply ingrained cultural perceptions. However, he believes that consistent and authentic efforts from brands can contribute to long-term cultural shifts.
Key Questions and Answers
- What is the role of brands in driving social change? Brands have a responsibility to use their platforms and influence to promote positive social change, including fostering inclusivity and diversity.
- How can campaigns authentically represent diverse groups? By involving members of these communities in the creative process, brands can ensure their campaigns are genuine and respectful.
- What is pinkwashing, and why should brands avoid it? Pinkwashing refers to using LGBTQ+ imagery or causes for marketing without genuine commitment. Brands should avoid this to maintain trust and credibility.
- Can a single campaign truly alter cultural perceptions? While campaigns can raise awareness, lasting cultural change requires consistent and authentic efforts from brands.