In this session...
En este panel, se abordará de manera crítica cómo la industria publicitaria está utilizando la creatividad y la innovación no solo para conectar con audiencias, sino también para abordar los problemas sociales más urgentes en América Latina. Sin embargo, a medida que más marcas y agencias abrazan la sostenibilidad y el activismo social en sus campañas, surge una pregunta inevitable: ¿hasta qué punto estas iniciativas son genuinas y buscan un cambio real, o son simplemente estrategias de marketing para ganar relevancia en un mercado cada vez más consciente?
What You'll Learn from This Session...
- 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.
