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Activism as a marketing strategy: impacts and challenges for fashion brands in LGBTQ+ context

2025-10-20Artigo de investigação Acesso aberto
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dc.contributor.authorMarcelo, Anaen_US
dc.contributor.authorMatias, Ana
dc.date.accessioned2026-04-20T15:11:59Z
dc.date.available2026-04-20T15:11:59Z
dc.date.issued2025-10-20en_US
dc.date.updated2026-04-17T20:40:43Z
dc.description.abstractIn 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.en_US
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.slugcv-prod-4590576
dc.identifier.urihttp://hdl.handle.net/10400.19/9873
dc.language.isoN/Apor
dc.subjectActivism
dc.subjectLGBTQ+
dc.subjectFashion
dc.subjectBrand
dc.subjectSocial Marketing
dc.titleActivism as a marketing strategy: impacts and challenges for fashion brands in LGBTQ+ contexten_US
dc.typeresearch articleen_US
dspace.entity.typePublication
oaire.citation.endPage50
oaire.citation.issue1en_US
oaire.citation.startPage40
oaire.citation.titleCaleidoscópioen_US
oaire.citation.volumeSérie 2en_US
person.familyNameMatias
person.givenNameAna
person.identifier.orcid0000-0001-5396-4805
rcaap.cv.cienciaidF614-8121-B63D | Ana Mafalda Matias
rcaap.rightsopenAccessen_US
relation.isAuthorOfPublicationb3c12af2-6aa1-42e7-b04a-b4540cb4003a
relation.isAuthorOfPublication.latestForDiscoveryb3c12af2-6aa1-42e7-b04a-b4540cb4003a

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