{"id":2496,"date":"2025-06-27T09:14:46","date_gmt":"2025-06-27T15:14:46","guid":{"rendered":"https:\/\/swarminsights.com\/?p=2496"},"modified":"2025-06-27T09:14:46","modified_gmt":"2025-06-27T15:14:46","slug":"como-las-marcas-pueden-conectar-con-el-orgullo-lgbtq","status":"publish","type":"post","link":"https:\/\/swarminsights.com\/?p=2496","title":{"rendered":"C\u00f3mo las marcas pueden conectar con el Orgullo LGBTQ+"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"492\" src=\"https:\/\/swarminsights.com\/wp-content\/uploads\/2025\/06\/Como-las-marcas-pueden-conectar-con-el-Orgullo-LGBTQ-1024x492.png\" alt=\"C\u00f3mo las marcas pueden conectar con el Orgullo LGBTQ+\" class=\"wp-image-2497\" srcset=\"https:\/\/swarminsights.com\/wp-content\/uploads\/2025\/06\/Como-las-marcas-pueden-conectar-con-el-Orgullo-LGBTQ-1024x492.png 1024w, https:\/\/swarminsights.com\/wp-content\/uploads\/2025\/06\/Como-las-marcas-pueden-conectar-con-el-Orgullo-LGBTQ-300x144.png 300w, https:\/\/swarminsights.com\/wp-content\/uploads\/2025\/06\/Como-las-marcas-pueden-conectar-con-el-Orgullo-LGBTQ-768x369.png 768w, https:\/\/swarminsights.com\/wp-content\/uploads\/2025\/06\/Como-las-marcas-pueden-conectar-con-el-Orgullo-LGBTQ.png 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>En los \u00faltimos a\u00f1os, el mes del Orgullo LGBTQ+ se ha convertido en una oportunidad clave para que las marcas muestren su apoyo a la comunidad. Sin embargo, los consumidores son cada vez m\u00e1s cr\u00edticos con las empresas que adoptan un enfoque superficial o meramente comercial (conocido como pinkwashing). Para conectar de manera genuina, las marcas deben ir m\u00e1s all\u00e1 de los logos con colores del arco\u00edris y demostrar un compromiso real con la diversidad y la inclusi\u00f3n.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>1. M\u00e1s all\u00e1 del marketing: compromiso real\u00a0\u00a0<\/strong><\/p>\n\n\n\n<p>El apoyo al Orgullo LGBTQ+ debe ser parte de la cultura corporativa durante todo el a\u00f1o, no solo en junio. Seg\u00fan un estudio de un estudio de Accenture Strategy, el 62% de los consumidores espera que las marcas tomen una postura clara sobre temas sociales.&nbsp; <a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/el-62-de-los-consumidores-cree-que-las-marcas-deben-posicionarse-en-asuntos-sociales#:~:text=El%2062%%20de%20los%20consumidores%20cree%20que,sociedad%2C%20seg%C3%BAn%20un%20estudio%20de%20Accenture%20Strategy\">marketing directo<\/a><\/p>\n\n\n\n<p>Ejemplos de buenas pr\u00e1cticas:&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8211; Ben &amp; Jerry\u2019s: La marca ha apoyado hist\u00f3ricamente los derechos LGBTQ+, donando a organizaciones como \u201cThe Trevor Project\u201d y abogando por pol\u00edticas inclusivas.&nbsp; <a href=\"https:\/\/fastercapital.com\/es\/tema\/apoyando-las-causas-locales.html\">fastercapitall<\/a><\/p>\n\n\n\n<p>&#8211; Levi\u2019s: Adem\u00e1s de sus campa\u00f1as inclusivas, la empresa ofrece beneficios a empleados transg\u00e9nero, como cobertura m\u00e9dica para tratamientos de afirmaci\u00f3n de g\u00e9nero.&nbsp; <a href=\"https:\/\/www.eleconomista.com.mx\/los-especiales\/Marcas-que-luchan-por-la-igualdad-a-traves-de-politicas-y-practicas-en-la-industria-20230707-0054.html#:~:text=2023%20%2D%2010:51-,Levi%20Strauss,sexual%20o%20identidad%20de%20g%C3%A9nero\">El economista<\/a>.<\/p>\n\n\n\n<p><strong>2. Representaci\u00f3n aut\u00e9ntica en la publicidad\u00a0\u00a0<\/strong><\/p>\n\n\n\n<p>La diversidad en la publicidad debe reflejar la realidad de la comunidad LGBTQ+, evitando estereotipos. Un informe de Accenture (2020) revel\u00f3 que el 29% de los consumidores cambiar\u00eda de marca si no se sienten representados en sus campa\u00f1as.&nbsp; <a href=\"https:\/\/www.accenture.com\/content\/dam\/accenture\/final\/a-com-migration\/pdf\/pdf-89\/accenture-disability-inclusion-research-report.pdf\">accenture<\/a><\/p>\n\n\n\n<p>Casos destacados:&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8211; Absolut Vodka: Lleva d\u00e9cadas apoyando al colectivo, con campa\u00f1as que incluyen a personas LGBTQ+ reales, en lugar de modelos gen\u00e9ricos.&nbsp; <a href=\"https:\/\/www.absolut.com\/en-us\/leading-with-pride\/#:~:text=A%20lo%20largo%20de%20la,apoyo%20a%20la%20comunidad%20LGBTQ+\">absolut<\/a><\/p>\n\n\n\n<p>&#8211; Apple: En su campa\u00f1a \u201cMade on iPhone\u00bb, incluy\u00f3 historias de creadores LGBTQ+, mostrando diversidad sin caer en clich\u00e9s.&nbsp; <a href=\"https:\/\/www-apple-com.translate.goog\/in\/newsroom\/2024\/05\/apples-2024-pride-collection-shines-light-on-lgbtq-plus-communities\/?_x_tr_sl=en&amp;_x_tr_tl=es&amp;_x_tr_hl=es&amp;_x_tr_pto=sge#:~:text=Through%20this%20Pride%20Collection%2C%20Apple,a%20global%20advocacy%20group%20working\">apple<\/a><\/p>\n\n\n\n<p><strong>3. Apoyo financiero a organizaciones LGBTQ+\u00a0\u00a0<\/strong><\/p>\n\n\n\n<p>Las marcas pueden demostrar autenticidad donando parte de sus ganancias a causas LGBTQ+. Seg\u00fan Google Trends, las b\u00fasquedas de \u00abmarcas que apoyan el Orgullo\u00bb aumentan un 120% en junio, pero los consumidores verifican si hay acciones concretas.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Ejemplo:&nbsp;<\/p>\n\n\n\n<p>&#8211; Converse: Lanz\u00f3 una colecci\u00f3n Pride cuyas ganancias apoyan a It Gets Better Project.&nbsp; <a href=\"https:\/\/www.converse.com\/es\/es\/landing-pride\">converse<\/a><\/p>\n\n\n\n<p><strong>4. Escuchar a la comunidad y evitar el pinkwashing\u00a0\u00a0<\/strong><\/p>\n\n\n\n<p>El pinkwashing (aprovechar el Orgullo con fines comerciales sin un compromiso real) genera desconfianza.<\/p>\n\n\n\n<p>C\u00f3mo evitarlo:&nbsp;<\/p>\n\n\n\n<p>&#8211; Involucrar a empleados LGBTQ+ en la creaci\u00f3n de campa\u00f1as.&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8211; Colaborar con activistas y organizaciones para asegurar que las iniciativas sean relevantes.&nbsp;&nbsp;<\/p>\n\n\n\n<p>&#8211; Ser transparentes sobre c\u00f3mo se utilizan los fondos recaudados.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Para conectar aut\u00e9nticamente con el Orgullo LGBTQ+, las marcas deben adoptar un enfoque integral: representaci\u00f3n real, apoyo financiero sostenible y compromiso interno con la diversidad. Los consumidores valoran la coherencia y castigan la superficialidad. Como dijo Sarah Kate Ellis, CEO de GLAAD: \u00abEl apoyo no es solo un arco\u00edris en tu logo, es defender a la comunidad cuando m\u00e1s lo necesita\u00bb. <a href=\"https:\/\/glaad-org.translate.goog\/sarahkateellis\/?_x_tr_sl=en&amp;_x_tr_tl=es&amp;_x_tr_hl=es&amp;_x_tr_pto=sge#:~:text=Ellis%20co%2Dauthored%20a%20memoir,pregnancies%20and%20road%20to%20motherhood\">glaad<\/a>&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">\ud83d\udd17 Escr\u00edbenos para saber m\u00e1s: contacto@swarminsights.com<\/h5>\n\n\n\n<h5 class=\"wp-block-heading\">WA: +525575955903<\/h5>\n\n\n\n<h5 class=\"wp-block-heading\">S\u00edguenos en <a href=\"https:\/\/www.linkedin.com\/company\/swarmdataandpeople\/\">Linkedin<\/a><\/h5>\n","protected":false},"excerpt":{"rendered":"<p>En los \u00faltimos a\u00f1os, el mes del Orgullo LGBTQ+ se ha convertido en una oportunidad clave para que las marcas 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