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The Conservative Wave and Corporate Practices in Brazil: The Controversy over LGBTQ in Marketing
Published online by Cambridge University Press: 15 March 2023
Abstract
This article explores the impact conservative criticism has had on companies’ behaviour in Brazil. We investigate whether Natura and Boticário − the two largest Brazilian cosmetics companies − have maintained or reversed LGBTQ-oriented marketing and advertising when confronted with criticism from conservative groups. We draw on interviews with stakeholders, company investors and LGBTQ activists, in addition to complaints filed with the Conselho Nacional de Autorregulamentação Publicitária (National Council for Advertising Self-Regulation, CONAR), and companies’ documents on finance and social responsibility. Overall, even when faced with a negative backlash from conservative opinion, companies have persisted in their commitment to diversity issues and LGBTQ inclusion in marketing. However, firms have also employed evasive strategies, such as targeted communication and less controversial forms of retail design, signalling compromises with conservative stakeholders and customers.
La ola conservadora y prácticas corporativas en brasil: la controversia sobre la presencia lgbtq en el marketing
Este artículo explora el impacto que la crítica conservadora ha tenido en el comportamiento de las compañías en Brasil. Investigamos si Natura y Boticário – las dos compañías de cosméticos más grandes – han mantenido o revertido un marketing y anuncios orientados hacia personas LGBTQ cuando han sido confrontadas por las críticas de estos grupos conservadores. Nos basamos en entrevistas a empleados, inversionistas de las compañías y activistas LGBTQ, así como en acusaciones presentadas al Conselho Nacional de Autorregulamentação Publicitária (Consejo Nacional para la Autorregulación de Anuncios, CONAR), y documentos de las compañías relacionados con sus finanzas y responsabilidad social. En general, aun cuando enfrentan una reacción negativa de parte de la opinión conservadora, las compañías han persistido en su compromiso con los temas de diversidad e inclusión de las personas LGBTQ en su marketing. Sin embargo, las firmas también han utilizado estrategias evasivas, tales como comunicaciones dirigidas y formas menos controversiales para el diseño de sus ventas, mostrando compromisos con sus empleados y clientes conservadores.
A onda conservadora e práticas corporativas no brasil: a controvérsia sobre a presença lgbtq no marketing
Este artigo explora o impacto da crítica conservadora no comportamento das empresas no Brasil. Investigamos se Natura e Boticário – as duas maiores empresas brasileiras de cosméticos – mantiveram ou reverteram o marketing e a publicidade voltados para a comunidade LGBTQ quando confrontados com críticas de grupos conservadores. Recorremos a entrevistas com pessoas envolvidas, investidores das empresas e ativistas LGBTQ, além de denúncias apresentadas ao Conselho Nacional de Autorregulamentação Publicitária (CONAR) e documentos das empresas sobre finanças e responsabilidade social. No geral, mesmo diante de uma reação negativa da opinião conservadora, as empresas persistiram em seu compromisso com questões de diversidade e inclusão LGBTQ na esfera do marketing. No entanto, as empresas também têm empregado estratégias evasivas, como comunicação direcionada e formas menos controversas de design de varejo, sinalizando compromissos com empregados e clientes conservadores.
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- Copyright © The Author(s), 2023. Published by Cambridge University Press
References
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2 See for example Lauro Jardim, ‘Malafaia prega boicote à Natura – veja aqui o resultado dos boicotes anteriores do pastor’, O Globo Blogs, 28 July 2020, https://blogs.oglobo.globo.com/lauro-jardim/post/malafaia-prega-boicote-natura-veja-aqui-o-resultado-dos-boicotes-anteriores-do-pastor.html; all URLs last accessed 22 Dec. 2022.
3 The soap opera's title was Babilônia. It was produced and broadcast by Rede Globo, the largest Brazilian TV network, and premiered on 16 March 2015. Addressing themes such as violence, homosexuality and racism, it recorded the worst audience ratings in the network's recent history, amid an outcry from conservative audiences.
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33 We follow Sanjaya Lall's classification of manufactures by technology, according to which perfumery and cosmetics fall into the medium-technology process manufactures category. Sanjaya Lall, ‘The Technological Structure and Performance of Developing Country Manufactured Exports 1985–98’, Oxford Development Studies, 28: 3 (2000), pp. 337–69.
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35 Interviewee 1 (see Table 2).
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42 Though consistent with considerable part of employees’ experience, this professed commitment of the two companies should be taken with a grain of salt. Several interviewees (1, 2, 3 and 4) highlighted the open-mindedness of these departments, noting that communication and marketing departments employ several LGBTQ staff. Still, a former Boticário employee (Interviewee 5) mentions sexist traditions, such as the persistence of an exclusively male board and of wage discrimination.
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54 Interviewee 7.
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79 In statistical analysis, a graphical display of covariation between two variables is usually presented to suggest the existence of a relation, as a preliminary step towards a more sophisticated statistical inference. Further study of this relation would entail a time-series regression analysis, which exceeds the aim of this exploratory inquiry.
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82 Interviewee 8.
83 Interviewee 9.
84 Interviewee 7.
85 Interviewee 6.
86 Interviewee 9.
87 Interviewee 11.
88 Reported by Interviewees 1 and 11, from Boticário.
89 Reported by Interviewees 2 and 3.
90 Interviewee 3.
91 Interviewee 1.
92 Luzmila [sic] Costhek Abílio, ‘Indiscernibilidade e informalidade: formas contemporâneas da acumulação capitalista’, XXVI Congreso de la Asociación Latinoamericana de Sociología, Guadalajara, 2007, https://cdsa.aacademica.org/000-066/1347.pdf.
93 Interviewees 1–5, 11.
94 Interviewee 6.
95 Offenstadt and Van Damme (eds.), Affaires, scandales et grandes causes; Boltanski and Thévenot, On Justification.
96 Cruz, ‘O boicote à novela “Salve Jorge”’.
97 Lacerda, O novo conservadorismo brasileiro.
98 Sartore, ‘Da filantropia ao investimento socialmente responsável’; Barreiros, ‘A apropriação da sustentabilidade’.
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