Communication for an inclusive and plural society: the need for authenticity in banking campaigns
DOI:
https://doi.org/10.11606/issn.1984-5057.v17i2e242903Keywords:
inclusive communication, authenticity, banking campaigns, corporate social responsibility, SpainAbstract
This article analyzes the perception of authenticity in diversity and inclusion campaigns developed by banking institutions, based on a focus group conducted with seven participants representing diverse client and employee profiles within the financial sector. The study was conducted in Spain in June 2024. The study adopts a qualitative and interpretive approach, grounded in the principles of inclusive communication and corporate social responsibility. The findings reveal a gap between advertising discourse and internal practices, highlighting ethical and communicational challenges in building a genuinely plural organizational culture. The study concludes that authenticity is a decisive factor for fostering institutional trust and reputation in the contemporary financial sector.
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