{"id":19437,"date":"2024-04-18T11:30:00","date_gmt":"2024-04-18T09:30:00","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=19437"},"modified":"2024-12-10T09:57:17","modified_gmt":"2024-12-10T08:57:17","slug":"des-montando-el-pinkwashing","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/des-montando-el-pinkwashing\/","title":{"rendered":"Des-montando el pinkwashing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"19437\" class=\"elementor elementor-19437 elementor-18061\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4fb5a33 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"4fb5a33\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-276956e\" data-id=\"276956e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ab26677 elementor-widget elementor-widget-text-editor\" data-id=\"ab26677\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>El D\u00eda Internacional de la Mujer, y en general, el mes de marzo, el mundo se torna de color rosa. Crecen los slogans, los prop\u00f3sitos y las acciones para reivindicar las causas que se asocian a la falta de igualdad entre sexos. Individuos, organizaciones y empresas se vuelven, \u00bfde repente?, <strong>feministas<\/strong>. \u00bfLo son tambi\u00e9n el resto del a\u00f1o?<\/p><p>Autores como Katie Martell\u00a0o\u00a0Samuel Scott han hablado del llamado fen\u00f3meno <strong>\u201cpinkwashing<\/strong>\u201d que hace referencia a marcas que defienden esta causa sin comprometerse realmente con ella y que sugiere la existencia de empresas que se suman al D\u00eda de la Mujer s\u00f3lo para aprovechar el tir\u00f3n y la preocupaci\u00f3n social por un tema de inter\u00e9s general. \u00a0<\/p><p>En Torres y Carrera, sabemos que la honestidad y la coherencia son dos de los atributos que los consumidores m\u00e1s valoran de las marcas y, preocupados por c\u00f3mo las corporaciones proyectan en redes sociales narrativas asociadas al g\u00e9nero femenino, durante las \u00faltimas semanas hemos trabajado en un <strong>proyecto de inteligencia social<\/strong> que hoy ve la luz. Nuestro <strong>informe, \u201cDes-montando el pinkwashing\u201d,<\/strong> ha sido elaborado contando con la tecnolog\u00eda de WeLov y varias herramientas web scraping, y nos ha permitido conocer <strong>qu\u00e9, c\u00f3mo, cu\u00e1nto y con qu\u00e9 tasa de inter\u00e9s para los p\u00fablicos han hablado de la mujer <\/strong>empresas de sectores tan diversos como <strong>banca, energ\u00eda, dermocosm\u00e9tica, supermercados, plataformas de streaming y aerol\u00edneas<\/strong>.<\/p><p>En concreto, enmarcado en nuestra filosof\u00eda de an\u00e1lisis de datos y pensamiento cr\u00edtico, hemos analizado el posicionamiento y coherencia de todas las comunicaciones relativas a la figura de la mujer efectuadas en los <strong>perfiles de Instagram y LinkedIn<\/strong> de estas empresas <strong>desde el 16 de marzo de 2023 hasta el 15 de marzo 2024. <\/strong><\/p><p>\u00bfCu\u00e1nto del relato comunicativo del 8M es <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.linkedin.com\/pulse\/hoy-es-d%2525C3%2525ADa-para-el-relato-laura-m%2525C2%2525AA-v%2525C3%2525A1zquez-via%2525C3%2525B1o-phzuf\/?trackingId=Qzz6WzeSQXSQLW9Kcx4KRQ%3D%3D\" target=\"_blank\" rel=\"noopener\">un cuento<\/a>?<\/span> \u00bfQu\u00e9 coherencia guarda con la actividad digital el resto del a\u00f1o\u2026? \u00bfCu\u00e1l es la diferencia por sectores y marcas? Desde luego, no hay problema cuando una organizaci\u00f3n apoya activamente una causa en la que cree y para la que adopta decisiones corporativas y\u00a0pr\u00e1cticas coherentes y efectivas durante todo el a\u00f1o. Pero, en un d\u00eda presidido por la presi\u00f3n del algoritmo y la batalla por la cuota digital del trendig topic ef\u00edmero, <strong>\u00bfcu\u00e1ntas comunicaciones de redes sociales son un \u201clavado de cara rosa? \u00a0<\/strong>\u00bfSe acercan las marcas al objetivo real del 8M\u2026?<\/p><p>Puede solicitarse m\u00e1s informaci\u00f3n sobre los resultados del estudio poni\u00e9ndose en contacto con el \u00e1rea de marketing y estrategia digital de Torres y Carrera a trav\u00e9s del siguiente formulario:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-41682ac elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"41682ac\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9f9d398\" data-id=\"9f9d398\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-efd2fc6 elementor-button-align-start elementor-widget elementor-widget-form\" data-id=\"efd2fc6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;button_width&quot;:&quot;33&quot;,&quot;step_next_label&quot;:&quot;Siguiente&quot;,&quot;step_previous_label&quot;:&quot;Anterior&quot;,&quot;step_type&quot;:&quot;number_text&quot;,&quot;step_icon_shape&quot;:&quot;circle&quot;}\" data-widget_type=\"form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<form class=\"elementor-form\" method=\"post\" name=\"Nuevo formulario\" aria-label=\"Nuevo formulario\">\n\t\t\t<input type=\"hidden\" name=\"post_id\" value=\"19437\"\/>\n\t\t\t<input type=\"hidden\" name=\"form_id\" value=\"efd2fc6\"\/>\n\t\t\t<input type=\"hidden\" name=\"referer_title\" value=\"Des-montando el pinkwashing - Torres y Carrera\" \/>\n\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"queried_id\" value=\"19437\"\/>\n\t\t\t\n\t\t\t<div class=\"elementor-form-fields-wrapper elementor-labels-above\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-textarea elementor-field-group elementor-column elementor-field-group-message elementor-col-100 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-message\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tNombre y apellidos\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t<textarea class=\"elementor-field-textual elementor-field  elementor-size-sm\" name=\"form_fields[message]\" id=\"form-field-message\" rows=\"1\" required=\"required\"><\/textarea>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-textarea elementor-field-group elementor-column elementor-field-group-field_8831bb7 elementor-col-100 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_8831bb7\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tEmpresa\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t<textarea class=\"elementor-field-textual elementor-field  elementor-size-sm\" name=\"form_fields[field_8831bb7]\" id=\"form-field-field_8831bb7\" rows=\"1\" required=\"required\"><\/textarea>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tCorreo electr\u00f3nico\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-sm  elementor-field-textual\" placeholder=\"Correo electr\u00f3nico\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-acceptance elementor-field-group elementor-column elementor-field-group-field_af78427 elementor-col-100 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t<div class=\"elementor-field-subgroup\">\n\t\t\t<span class=\"elementor-field-option\">\n\t\t\t\t<input type=\"checkbox\" name=\"form_fields[field_af78427]\" id=\"form-field-field_af78427\" class=\"elementor-field elementor-size-sm  elementor-acceptance-field\" required=\"required\">\n\t\t\t\t<label for=\"form-field-field_af78427\">He le\u00eddo y acepto la <a style=\"text-decoration:underline;\"href=\"https:\/\/torresycarrera.com\/politica-de-privacidad\/\">Pol\u00edtica de Privacidad<\/a><\/label>\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-recaptcha_v3 elementor-field-group elementor-column elementor-field-group-field_6287e45 elementor-col-100 recaptcha_v3-bottomright\">\n\t\t\t\t\t<div class=\"elementor-field\" id=\"form-field-field_6287e45\"><div class=\"elementor-g-recaptcha\" data-sitekey=\"6Le8EXwjAAAAABIv7tDmlt6aZqgEUCoq-5YO9NRk\" data-type=\"v3\" data-action=\"Form\" data-badge=\"bottomright\" data-size=\"invisible\"><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-33 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Enviar<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/form>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d590d62 elementor-widget elementor-widget-text-editor\" data-id=\"d590d62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>Responsable del tratamiento: TORRES Y CARRERA CONSULTORES DE COMUNICACI\u00d3N S.L.\u00a0<\/li><li>Finalidad: env\u00edo de informaci\u00f3n solicitada.<\/li><li>Legitimaci\u00f3n: consentimiento del interesado.<\/li><li>Derechos: de acceso, rectificaci\u00f3n y supresi\u00f3n de datos, as\u00ed como otros derechos detallados en la <span style=\"text-decoration: underline;\"><a href=\"https:\/\/torresycarrera.com\/politica-de-privacidad\/\">Pol\u00edtica de privacidad<\/a><\/span>.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>El D\u00eda Internacional de la Mujer, y en general, el mes de marzo, el mundo se torna de color rosa. Crecen los slogans, los prop\u00f3sitos y las acciones para reivindicar las causas que se asocian a la falta de igualdad entre sexos. Individuos, organizaciones y empresas se vuelven, \u00bfde repente?, feministas. \u00bfLo son tambi\u00e9n el [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":18071,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[357],"tags":[],"class_list":["post-19437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-last-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Des-montando el pinkwashing - Torres y Carrera<\/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:\/\/torresycarrera.com\/en\/des-montando-el-pinkwashing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Des-montando el pinkwashing - Torres y Carrera\" \/>\n<meta property=\"og:description\" content=\"El D\u00eda Internacional de la Mujer, y en general, el mes de marzo, el mundo se torna de color rosa. Crecen los slogans, los prop\u00f3sitos y las acciones para reivindicar las causas que se asocian a la falta de igualdad entre sexos. Individuos, organizaciones y empresas se vuelven, \u00bfde repente?, feministas. \u00bfLo son tambi\u00e9n el [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/torresycarrera.com\/en\/des-montando-el-pinkwashing\/\" \/>\n<meta property=\"og:site_name\" content=\"Torres y Carrera\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-18T09:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-10T08:57:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/torresycarrera.com\/wp-content\/uploads\/2024\/04\/desmontando-pinkwashing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Rosa L\u00f3pez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rosa L\u00f3pez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/des-montando-el-pinkwashing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/des-montando-el-pinkwashing\\\/\"},\"author\":{\"name\":\"Rosa L\u00f3pez\",\"@id\":\"http:\\\/\\\/torresycarrera.com\\\/en\\\/#\\\/schema\\\/person\\\/56e74752b130d1b24da49eed58281b7b\"},\"headline\":\"Des-montando el pinkwashing\",\"datePublished\":\"2024-04-18T09:30:00+00:00\",\"dateModified\":\"2024-12-10T08:57:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/des-montando-el-pinkwashing\\\/\"},\"wordCount\":493,\"publisher\":{\"@id\":\"http:\\\/\\\/torresycarrera.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/des-montando-el-pinkwashing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/torresycarrera.com\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/desmontando-pinkwashing.png\",\"articleSection\":[\"Last news\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/des-montando-el-pinkwashing\\\/\",\"url\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/des-montando-el-pinkwashing\\\/\",\"name\":\"Des-montando el pinkwashing - 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