Building the model of society in which we want to live.
Brands are a reflection of the social reality in which we live, but they are also an engine for change. Advertising, branding and communication play a very important role in normalising and implementing the social changes that emerge in our societies.
Although there is always a certain commercial interest behind this, we cannot underestimate the power and influence of brands on the population as a whole, both in reinforcing stereotypes and in breaking them.
Brands and products are part of our daily lives and that is why it is so urgent that, as consultants, designers and communicators, we learn to identify the biases that exist in the system and try to correct them. Being aware of issues such as the fact that the majority of voice assistants are women, or that the ergonomics of cars are designed for the comfort and safety of the male body is the first step in rethinking what we need to redesign in order to have the kind of society we want.
Because while there is a sector of brands that only seeks to jump on the bandwagon of a highly profitable mass movement through small, purely aesthetic and opportunistic gestures, we also find examples of truly committed brands that understand that relevance and real impact come from taking action.
An action that can be materialised in different ways: from attitude, empowering women; from information, giving them visibility and tools; but above all from design, including them in decision-making.
Because although it is great to see us starring in egalitarian spots and advertisements, it is much better to see us directing these campaigns, presiding over companies, and being a point of reference.
Because the present we design shapes the future we will be.