Defining diverse consumers allows brands to innovate
Posted: Wed Dec 11, 2024 8:13 am
On Tuesday, June 14, the XI Mediapost SDG Breakfast was held . The central theme was “Stereotypes about intellectual disabilities and how to dismantle them.”
The SDG breakfasts “are a Mediapost initiative that aims to spread important messages that contribute to the 2030 agenda from the business side,” according to Ana Góngora, general manager of Mediapost.
Like other Mediapost breakfasts, this one also had a theme around which the conversations revolved; in this case, and taking into account Mediapost's commitment business owner database to sustainability , the 17 Sustainable Development Goals and the 2030 Agenda set by the UN, the breakfast has alluded to “SDG10: Reducing inequalities ”.
We are going to offer you some information pills that were discussed at the XI Mediapost SDG Breakfast.
Innovation and diversity
As guests of honour we had the opportunity to have Isabel Guirao , co-founder and director of the A toda Vela association and school counselor for the Junta de Andalucía and Mónica Mir , member of the Board of Directors of the A toda Vela association, co-founder of the Distintos Foundation and the Inclusive and Social Marketing Consultancy that has the same name.
We have discussed with them the inclusion of people with intellectual disabilities in different areas such as family, work and leisure.
In this case, the importance of valuing inclusion as an opportunity for companies and society to be able to transmit true values has been stressed .
Stereotypes in advertising and marketing
Regarding stereotypes in advertising and marketing, Mónica Mir , co-founder of the Distintos Foundation, has highlighted that “having stereotypes is neither good nor bad. Being born into a society, learning from your environment, from what you read and see in the media, all of this makes us internalize stereotypes, but we must bear in mind that advertising and marketing can also contribute to perpetuating or destroying them.”
Isabel Guirao , director of the association A toda Vela, has stated the importance of “ inclusive environments making life easier . We have to simplify things, make everything easier so that people with intellectual difficulties feel fully integrated.”
Context changes the way we see disability
During the debate, both guests pointed out that the context in which people move changes the view on disability.
Mónica Mir recalled that “in 2006, the United Nations published the Declaration on the Rights of Persons with Disabilities, including a new element in the definition: the disconnection between the capabilities or characteristics of people with the work or social environment in which they operate.”
He stated that “when these characteristics of the environment do not fit the person, that is when this disconnection occurs and, therefore, the disability.”
In this sense, Isabel Guirao has stated that companies must see inclusion as an opportunity , not as a barrier.
Finally, before ending the breakfast, the need for brands and companies to not think of homogeneous consumers , but of diverse consumers , in every sense, was highlighted . This is a way that can have a positive impact on innovation and brand differentiation.
The SDG breakfasts “are a Mediapost initiative that aims to spread important messages that contribute to the 2030 agenda from the business side,” according to Ana Góngora, general manager of Mediapost.
Like other Mediapost breakfasts, this one also had a theme around which the conversations revolved; in this case, and taking into account Mediapost's commitment business owner database to sustainability , the 17 Sustainable Development Goals and the 2030 Agenda set by the UN, the breakfast has alluded to “SDG10: Reducing inequalities ”.
We are going to offer you some information pills that were discussed at the XI Mediapost SDG Breakfast.
Innovation and diversity
As guests of honour we had the opportunity to have Isabel Guirao , co-founder and director of the A toda Vela association and school counselor for the Junta de Andalucía and Mónica Mir , member of the Board of Directors of the A toda Vela association, co-founder of the Distintos Foundation and the Inclusive and Social Marketing Consultancy that has the same name.
We have discussed with them the inclusion of people with intellectual disabilities in different areas such as family, work and leisure.
In this case, the importance of valuing inclusion as an opportunity for companies and society to be able to transmit true values has been stressed .
Stereotypes in advertising and marketing
Regarding stereotypes in advertising and marketing, Mónica Mir , co-founder of the Distintos Foundation, has highlighted that “having stereotypes is neither good nor bad. Being born into a society, learning from your environment, from what you read and see in the media, all of this makes us internalize stereotypes, but we must bear in mind that advertising and marketing can also contribute to perpetuating or destroying them.”
Isabel Guirao , director of the association A toda Vela, has stated the importance of “ inclusive environments making life easier . We have to simplify things, make everything easier so that people with intellectual difficulties feel fully integrated.”
Context changes the way we see disability
During the debate, both guests pointed out that the context in which people move changes the view on disability.
Mónica Mir recalled that “in 2006, the United Nations published the Declaration on the Rights of Persons with Disabilities, including a new element in the definition: the disconnection between the capabilities or characteristics of people with the work or social environment in which they operate.”
He stated that “when these characteristics of the environment do not fit the person, that is when this disconnection occurs and, therefore, the disability.”
In this sense, Isabel Guirao has stated that companies must see inclusion as an opportunity , not as a barrier.
Finally, before ending the breakfast, the need for brands and companies to not think of homogeneous consumers , but of diverse consumers , in every sense, was highlighted . This is a way that can have a positive impact on innovation and brand differentiation.