Mapping causes

brands and their discourses on diversity and inclusion

Abstract

We increasingly see brands taking a stand based on social causes. The theme of diversity and inclusion seems to be the subject of the moment. Our intention is to map the presence of social causes in the contemporary discourses of brands.  To this end, based on the theoretical scope of cause advertising and the methodological scope of cartography, we immersed ourselves in the Clube da Criação collection and analyzed the 2022 and 2023 publications, aiming to identify the engagement degree of the advertising brands in relation to the social causes. In the end, we concluded that most advertising campaigns fit into the platform and protagonist levels. The most recurring marker is gender identity; while the least addressed are age and generation.