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Publication
Responsabilidade social nas indústrias de moda e de beleza : stakeholders engagement pelo prisma da autenticidade e transparência
| Name: | Description: | Size: | Format: | |
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| 2.11 MB | Adobe PDF |
Abstract(s)
As indústrias de Moda e de Beleza apresentam um impacto significativo na cultura contemporânea. No entanto e simultaneamente, enfrentam desafios acrescidos no que diz respeito às exigências éticas e sociais de consumidores cada vez mais conscientes. O presente estudo procurou responder a como é que a Comunicação Estratégica (CE) de Responsabilidade Social Empresarial (RSE) nas indústrias de Moda e de Beleza, quando conduzida com autenticidade e transparência, influencia o comportamento de consumo e a confiança dos Millennials e da Geração Z. Através de uma abordagem metodológica mista na investigação, com a combinação de entrevistas a especialistas do setor com inquéritos a consumidores das gerações em análise, os resultados demonstraram que os consumidores procuram marcas que vão além de práticas superficiais socialmente responsáveis, exigindo um compromisso genuíno com valores éticos e sustentáveis. A autenticidade e a transparência revelaram-se fundamentais para a construção de confiança, com impactos diretos na credibilidade das marcas e na aceitação das suas iniciativas de RSE. Compreendeu-se, também, como a comunicação inconsistente ou percecionada como inautêntica prejudica não só a reputação das empresas, como também a eficácia das suas estratégias de responsabilidade social. Para além do seu contributo para a literatura académica, o estudo ofereceu uma reflexão crítica sobre o papel transformador das indústrias de Moda e Beleza enquanto influência para a mudança social. As guidelines propostas neste estudo sugerem formas de alinhar práticas empresariais e estratégias de comunicação com as expetativas de um público exigente, promovendo um futuro onde ética, transparência e estética não se anulam, mas se complementam.
The fashion and beauty industries have a significant impact on contemporary culture. However, at the same time, they face increased challenges in terms of the ethical and social demands of increasingly conscious consumers. Using a mixed methodological approach to the research, combining interviews with industry experts with surveys of consumers from the generations under analysis, the results showed that consumers are looking for brands that go beyond superficial socially responsible practices, demanding a genuine commitment to ethical and sustainable values. Authenticity and transparency proved fundamental to building trust, with direct impacts on the credibility of brands and the acceptance of their CSR initiatives. It was also understood how inconsistent or perceived inauthentic communication damages not only the reputation of companies, but also the effectiveness of their social responsibility strategies. In addition to its contribution to academic literature, the study offered a critical reflection on the transformative role of the fashion and beauty industries as an influence for social change. The guidelines proposed in this study suggest ways of aligning business practices and communication strategies with the expectations of a demanding public, promoting a future where ethics, transparency and aesthetics do not cancel each other out, but complement each other.
The fashion and beauty industries have a significant impact on contemporary culture. However, at the same time, they face increased challenges in terms of the ethical and social demands of increasingly conscious consumers. Using a mixed methodological approach to the research, combining interviews with industry experts with surveys of consumers from the generations under analysis, the results showed that consumers are looking for brands that go beyond superficial socially responsible practices, demanding a genuine commitment to ethical and sustainable values. Authenticity and transparency proved fundamental to building trust, with direct impacts on the credibility of brands and the acceptance of their CSR initiatives. It was also understood how inconsistent or perceived inauthentic communication damages not only the reputation of companies, but also the effectiveness of their social responsibility strategies. In addition to its contribution to academic literature, the study offered a critical reflection on the transformative role of the fashion and beauty industries as an influence for social change. The guidelines proposed in this study suggest ways of aligning business practices and communication strategies with the expectations of a demanding public, promoting a future where ethics, transparency and aesthetics do not cancel each other out, but complement each other.
Description
Keywords
Comunicação estratégica Responsabilidade social empresarial Stakeholders engagement Autenticidade Transparência Strategic communication Corporate social responsibility Authenticity Transparency
Citation
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CC License
Without CC licence