Anti-racism as a brand strategy: The positioning of Carrefour in confront with everyday practice

• Autor(a) principal: Lopes Resende, Vitor
• Data de Publicação: 2023
• Outros Autores: Luiz Covaleski, Rogério
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Internacional de Folkcomunicação
• Texto Completo: https://revistas.uepg.br/index.php/folkcom/article/view/21831
• topic: Marca; Antirracismo;; Publicidade de causa;; Neoliberalismo;; Carrefour.; Brand;; Antiracism;; Cause advertising;; Neoliberalism;; Carrefour.; Marca;; Antirracismo;; Publicidad con causas;; Neoliberalismo;; Carrefour.

Nowadays, brands repeatedly adopt social causes within their stances, strategies, and actions. As much as it is a concept called into question, cause marketing presents itself as a mean of advertising in defense of socially responsible causes and postures, which are to be held by companies. The very notion of anti-racist advertising emerges from that, as many companies identify themselves as such. Herein we discuss advertising amidst this context, reaching for points made in relation to race, racism and anti-racism. We do so in order to realize how the global retailer brand Carrefour has adopted a stance regarding the theme in Brazil, as well as regarding situations in which it has been confronted with its own anti-racist public attitude, remarkably within a neoliberal juncture that spreads swiftly over where brands and society touch each other.