Gender Equality as a Brand Value in the Post-digital Media Scenario

Abstract

In the post-digital era—characterized by the dominance of digital media and transmedia communication strategies without refusing the analog ones—brands increasingly adopt immersive, multi-channel campaigns to engage diverse audiences. Within this context, leading brands often position gender equality as a core value to reinforce brand identity and foster deeper audience connection. This study investigates the role of gender equality in purpose-driven branding through a qualitative approach, focusing on two case studies of the beauty sector: Dove and L’Oréal. The research examines each campaign’s context, narrative structure, media format, communicative intention, and audience interaction by combining document and discourse analysis. The aim is to assess how each brand contributes to promoting gender equality through its messaging. Findings reveal that, despite criticism concerning the authenticity of their commitments, both brands have consistently employed gender equality as a guiding theme, creating campaigns to shift societal attitudes. The study concludes that purpose-driven brands can effectively advance gender equality within post-digital storytelling frameworks, which enable the development of high-engagement messages capable of fostering value-based education and raising awareness. Recommendations are offered to enhance the effectiveness of such campaigns. While the boundary between genuine commitment and strategic branding remains ambiguous, integrating gender equality narratives—regardless of motivation—can positively shape public discourse and contribute to broader cultural change.