Activism as a Marketing Strategy
Impacts and Challenges for Fashion Brands in LGBTQ+ Context
Abstract
In recent years, fashion has played a central role in social activism, especially in defending the rights of the LGBTQ+ community. Fashion brands adopt inclusion and diversity strategies, reflecting a social commitment that resonates with consumers. This paper investigates fashion brands’ LGBTQ+ initiatives, exploring the underlying motivations and differentiating between genuine activism and opportunistic pinkwashing practices. The research reveals that activism can strengthen reputation and consumer loyalty, providing significant benefits when genuine. However, brands that embrace LGBTQ+ causes superficially risk losing credibility.
The paper also discusses corporate social responsibility (CSR) in fashion, highlighting the importance of consistent internal policies and sustainable practices to ensure the authenticity of campaigns. In addition, it explores the challenges brands face in conservative markets, where supporting LGBTQ+ causes can generate boycotts, and presents recommendations for effective and ethical strategies.
The study is based on a literature review and analysis of fashion campaigns. It presents a critical view of the impact of activism and suggests areas for future research. It concludes that the integration of values of inclusion and social justice is essential for brands to stand out in a positive and lasting way.
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