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Between Innovation and Social Responsibility: Reality or Marketing Strategy?
This panel will critically explore how the advertising industry is using creativity and innovation not only to connect with audiences but also to address the most pressing social issues in Latin America. However, as more brands and agencies embrace sustainability and social activism in their campaigns, an inevitable question arises: to what extent are these initiatives genuine efforts for real change, or are they simply marketing strategies aimed at gaining relevance in an increasingly conscious market?
Speakers
Key Takeaways
- Authenticity vs. Marketing Strategy: While many brands incorporate social responsibility in their campaigns, there is a growing debate about whether these efforts genuinely aim to drive real change or are merely marketing tactics to attract conscious cons
- Innovation as a Tool for Social Change: Creativity and innovation in advertising are being used to highlight urgent social issues in Latin America. The industry can be a powerful driver for awareness and positive impact when aligned with genuine intention
- The Role of Consumer Expectations: As audiences become more socially aware, they expect brands to take meaningful action. Brands that fail to demonstrate true commitment to social causes may face backlash and lose credibility.
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