5º Workshop

Conscious Strategies: Humanization, Purpose, and Inclusion in Sustainable Marketing

The submission and publication guidelines are the same as those for the General Conference: consult them here.

To submit an article to this Workshop, access the following link and include the code “WS_5” before the title of your contribution: https://easychair.org/conferences?conf=icomta25.

Abstract

In a global context where consumers demand greater social responsibility and authenticity from brands, integrating human and ethical values into marketing strategies has become more relevant than ever. As consumers seek genuine connections, brands have the opportunity to redefine their purpose and role in society. This thematic workshop proposes a space for reflection and analysis on three fundamental pillars of modern marketing: brand humanization, purpose-driven sales, and inclusive advertising.

This workshop aims to explore how companies can build authentic and sustainable relationships with their audiences by prioritizing human values, social impact, and diverse representation, responding to the demands of a more conscious market.

The discussions will inspire professionals and academics to understand and apply these trends as part of a comprehensive strategy that not only drives business growth but also contributes to the development of a more just and sustainable society. The goal is to open new perspectives on how brands can transform their role beyond the market to become agents of change.

Topics

Brand Humanization: Reconnecting with Consumers

  • Building authentic brands: The power of human narratives.
  • Generating empathy through communication in a digital environment.
  • Success stories of brands implementing people-centered strategies.
  • Emotional strategies for connecting with the modern consumer.
  • The power of humanization in building authentic brands.

Purpose-Driven Sales: Beyond Economic Profit

  • The impact of purpose-driven strategies on consumer perception.
  • Corporate Social Responsibility (CSR) in marketing campaigns.
  • Analysis of campaigns combining social purpose and commercial results.
  • Emotional connection and shared value in current brand strategies.
  • Aligning commercial strategies with social values and causes.

Inclusive Advertising: Representation and Diversity as Brand Values

  • From symbolic representation to real impact: Inclusion in advertising.
  • Creativity and diversity: Designing inclusive and effective messages.
  • Beyond stereotypes: The power of inclusive advertising in contemporary marketing.
  • Representing diversity in building responsible brands.
  • Inclusive advertising as part of corporate social responsibility or as a sales strategy.
General Academic Coordinator
  • Fanny Paladines Galarza, Universidad Técnica Particular de Loja (Ecuador)
Technical Coordinator
  • Yomara Jiménez-Sánchez, Pontificia Universidad Católica del Ecuador (Ambato campus)
Organizing Committee
  • Fanny Paladines Galarza, Universidad Técnica Particular de Loja (Ecuador)
  • Karina Valarezo González, Universidad Técnica Particular de Loja (Ecuador)
  • Yomara Jiménez Sánchez, Pontificia Universidad Católica del Ecuador (Ambato campus)
  • Isaura Vanessa Peña Vélez, Universidad Laica Eloy Alfaro de Manabí (Ecuador)
  • María Fernanda Villavicencio Rodas, Universidad Católica de Cuenca (Ecuador)
Scientific Committee
  • Almudena Barrientos Báez, Universidad Complutense de Madrid (Spain)
  • David Caldevilla-Domínguez, Universidad Complutense de Madrid (Spain)
  • Diego Felipe Larriva Calle, Universidad del Azuay (Ecuador)
  • María del Pilar Cabrera Hermida, Universidad Católica de Cuenca (Ecuador)
  • Rossana Estela Sabando Mendoza, Universidad Laica Eloy Alfaro de Manabí (Ecuador)