When you communicate about your brand, do you use a feminine, masculine or neutral voice? Why?
In recent months we have seen a growing trend towards using a more neutral and inclusive tone in brand communication . Whether it is using the masculine or feminine to refer to people of both sexes, using x or e , or using neutral words, that is, instead of using the word “experts” in the masculine, use the word “specialists”, for example.
When asked this question, almost half of them say they use neutral words when communicating with the intention of reaching a wider audience. However, they agree that it depends on the brand they work for and what they want to convey. Many women use the feminine in their work to refer to people of different sexes. Either because their audience or team is made up mostly of women or because it is what they use regularly in their daily lives.
Do you think that purplewashing is being abused by brands during 8M? Why?
As we explained in this article: the concept of “purple uruguay number data washing” is made up of two words in English: “purple” and “washing” . It is a term that designates the practices that some companies use to improve their profits and image using specific campaigns in favor of gender equality as an excuse, without there being a real commitment to the cause. Especially on 8M.
75.6% of women believe that purplewashing is abused during 8M and the month of March in general. They agree that most companies do nothing for the feminist struggle during the rest of the year, so using this date as a "driver" of views is not coherent: " Everyone jumps on the wave even if they don't carry out any initiatives in their day-to-day life. There are many ways to do it. Putting the logo in purple, no. "