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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

Simone da Silva Ribeiro Gomes Open the ORCID record for Simone da Silva Ribeiro Gomes [Opens in a new window]  and
Rodrigo Cantu Open the ORCID record for Rodrigo Cantu [Opens in a new window]
Simone da Silva Ribeiro Gomes
Affiliation:
Professor of Sociology at the Universidade Federal de Pelotas
Rodrigo Cantu*
Affiliation:
Professor of Sociology at the Universidade Federal de Pelotas
*
*Corresponding author. Email: rodrigo.cantu@ufpel.edu.br
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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

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

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.

Keywords

BrazilLGBTQNew ConservatismmarketingEvangelicalismBrasilLGBTQNuevo ConservadurismomarketingevangelismoBrasilLGBTQNovo Conservadorismomarketingevangelismo

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Type
Research Article
Information
Journal of Latin American Studies , Volume 55 , Issue 2 , May 2023 , pp. 267 - 292
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Copyright © The Author(s), 2023. Published by Cambridge University Press

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References

1 Newspaper and magazine articles on changing marketing practices and LGBTQ in commercials in Brazil invariably mention Natura as a pioneer. For an example from a business review, see Clara Cerioni, ‘Entre erros e acertos, marcas avançam no marketing LGBT’, Exame, 5 April 2017.

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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14 Charles Tilly, From Mobilization to Revolution (New York: Random House, 1978).

15 King and Soule, ‘Social Movements’; Marc Schneiberg and Michael Lounsbury, ‘Social Movements and Institutional Analysis’, in Royston Greenwood et al. (eds.), The SAGE Handbook of Organizational Institutionalism (London: SAGE, 2008), pp. 650–72; Brayden G. King and Nicholas A. Pearce, ‘The Contentiousness of Markets: Politics, Social Movements, and Institutional Change in Markets’, Annual Review of Sociology, 36 (2010), pp. 249–67; Tim Bartley and Curtis Child, ‘Movements, Markets and Fields: The Effects of Anti-Sweatshop Campaigns on U.S. Firms, 1993–2000’, Social Forces, 90: 2 (2011), pp. 425–51; Marco Giugni and Maria T. Grasso, ‘Economic Outcomes of Social Movements’, in David A. Snow et al. (eds.), The Wiley Blackwell Companion to Social Movements (Hoboken, NJ: Wiley, 2018), pp. 466–81; Forrest Briscoe et al. (eds.), Social Movements, Stakeholders and Non-Market Strategy (Bingley: Emerald, 2018).

16 Soule, Contention and Corporate Social Responsibility.

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18 Financial scandals: Damien de Blic, ‘Moraliser l'argent: ce que Panama a changé dans la société française (1889–1897)’, Politix, 3: 71 (2005), pp. 61–82; ‘Cent ans de scandales financiers en France: investissement et désinvestissement d'une forme politique’, in Offenstadt and Van Damme (eds.), Affaires, scandales et grandes causes, pp. 231–47. Environmental consumerism: Sophie Dubuisson-Quellier, ‘A Market Mediation Strategy: How Social Movements Seek to Change Firms’ Practices by Promoting New Principles of Product Valuation’, Organization Studies, 34: 5–6 (2013), pp. 683–703; ‘From Moral Concerns to Market Values: How Political Consumerism Shapes Markets’, in Magnus Boström et al. (eds.), The Oxford Handbook of Political Consumerism (Oxford: Oxford University Press, 2018), pp. 813–32.

19 Luc Boltanski and Ève Chiapello, The New Spirit of Capitalism (London: Verso, 2005); originally published as Le nouvel esprit du capitalisme (Paris: Gallimard, 1999).

20 Ibid.; Soule, Contention and Corporate Social Responsibility.

21 Luc Boltanski and Laurent Thévenot, On Justification: Economies of Worth (Princeton, NJ: Princeton University Press, 2006); originally published as De la justification: les économies de la grandeur (Paris: Gallimard, 1991).

22 Jean-François Véran and Diogo Corrêa, ‘A “justificação” como modelo político de regulação: reflexão a partir do contexto brasileiro’, in Frédéric Vandenberghe and Jean-François Véran (eds.), Além do habitus. Teoria social pós-bourdieusiana (Rio de Janeiro: 7 Letras, 2016), pp. 193–212.

23 Soule, Contention and Corporate Social Responsibility.

24 Sarah Banet-Weiser, AuthenticTM: The Politics of Ambivalence in a Brand Culture (New York: New York University Press, 2012); Lauren B. Edelman, Working Law: Courts, Corporations, and Symbolic Civil Rights (Chicago, IL: University of Chicago Press, 2016); Gerard Hanlon and Peter Fleming, ‘Updating the Critical Perspective on Corporate Social Responsibility’, Sociology Compass, 3: 6 (2009), pp. 937–48; Shawn Pope and Arild Wæraas, ‘CSR-Washing Is Rare: A Conceptual Framework, Literature Review, and Critique’, Journal of Business Ethics, 137: 1 (2016), pp. 173–93; Isleide Arruda Fontenelle, ‘Global Responsibility through Consumption? Resistance and Assimilation in the Anti-Brand Movement’, Critical Perspectives on International Business, 6: 4 (2010), pp. 256–72; Miqueli Michetti, ‘A definição privada do bem público: a atuação de institutos empresariais na esfera da cultura’, Caderno CRH, 29: 78 (2016), pp. 513–34.

25 Larry Gross, Up from Invisibility: Lesbians, Gay Men, and the Media in America (New York: Columbia University Press, 2001), p. 233.

26 Ana-Isabel Nölke, ‘Making Diversity Conform? An Intersectional, Longitudinal Analysis of LGBT-Specific Mainstream Media Advertisements’, Journal of Homosexuality, 65: 2 (2018), pp. 224–55; Erica Rand, ‘Advertising and Consumerism’, in glbtq Encyclopedia Project, http://www.glbtqarchive.com/arts/ad_consume_A.pdf; Stephan Dahl, ‘The Rise of Pride Marketing and the Curse of “Pink Washing”’, The Conversation, 26 Aug. 2014.

27 Gay and Lesbian Alliance against Defamation (GLAAD) / Procter & Gamble, ‘LGBTQ Inclusion in Advertising and Media: A Survey Measuring the Attitudes of Non-LGBTQ Americans to Exposure of LGBTQ People and Images in the Media’, 2019, https://www.glaad.org/sites/default/files/P%26G_AdvertisingResearch.pdf.

28 Ben Ross Schneider, Hierarchical Capitalism in Latin America: Business, Labor, and the Challenges of Equitable Development (Cambridge: Cambridge University Press, 2013).

29 José Gabriel Palma, ‘Four Sources of “Deindustrialization” and a New Concept of the “Dutch Disease”’, in José Antonio Ocampo (ed.), Beyond Reforms: Structural Dynamics and Macroeconomic Vulnerability (Washington, DC, and Palo Alto, CA: ECLAC/Stanford University Press, 2005), pp. 71–116.

30 Jennifer C. Greene et al., ‘Toward a Conceptual Framework for Mixed-Method Evaluation Designs’, Educational Evaluation and Policy Analysis, 11: 3 (1989), pp. 255–74; Pascale Dietrich et al., ‘Articuler les approches quantitative et qualitative’, in Serge Paugam (ed.), L'enquête sociologique (Paris: Presses Universitaires de France, 2010), pp. 207–22; Lisa D. Pearce, ‘Mixed Methods Inquiry in Sociology’, American Behavioral Scientist, 56: 6 (2012), pp. 829–48.

31 Francis Chateauraynaud, Prospéro: une technologie littéraire pour les sciences humaines (Paris: Editions du CNRS, 2003).

32 See http://www.conar.org.br/. The Code is available at https://www.gov.br/secom/pt-br/acesso-a-informacao/legislacao/ca2digobrasdeautoregulanovo.pdf.

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.

34 ABIHPEC, Caderno de tendências 2019–2020 (São Paulo: ABIHPEC, 2018), pp. 6–7.

35 Interviewee 1 (see Table 2).

36 https://www.fundacaogrupoboticario.org.br/en/who-we-are/Pages/Home.aspx.

37 Ludmila Costhek Abílio, Sem maquiagem: o trabalho de um milhão de revendedoras de cosméticos (São Paulo: Boitempo Editorial, 2014).

38 https://www.ethos.org.br/.

39 Bruno Costa Barreiros, ‘A apropriação da sustentabilidade no espaço empresarial brasileiro: disputas, heterodoxias e sentidos’, Norus, 9: 16 (2021), pp. 146–77.

40 https://www.institutonatura.org/relatorioanual2019/Politica-de-Diversidade_Instituto_Natura_2019.pdf.

41 Paul J. DiMaggio and Walter W. Powell, ‘The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields’, American Sociological Review, 48: 2 (1983), pp. 147–60.

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.

43 Marina de Souza Sartore, ‘Da filantropia ao investimento socialmente responsável: novas distinções’, Caderno CRH, 25: 66 (2012), pp. 451–64; Barreiros, ‘A apropriação da sustentabilidade’.

44 Regina Facchini, Sopa de letrinhas? Movimento homossexual e produção de identidades coletivas nos anos 90 (Rio de Janeiro: Garamond, 2005); James N. Green et al. (eds.), História do movimento LGBT no Brasil (São Paulo: Alameda, 2018).

45 Ann Mische, Partisan Publics: Communication and Contention across Brazilian Youth Activist Networks (Princeton, NJ: Princeton University Press, 2008).

46 Green et al. (eds.), História do movimento LGBT no Brasil.

47 https://portal.stf.jus.br/noticias/verNoticiaDetalhe.asp?idConteudo=178931&ori=1; https://www.gov.br/mdh/pt-br/sdh/noticias/2013/maio/cnj-aprova-resolucao-que-obriga-cartorios-a-realizar-casamento-homoafetivo.

48 Jacob Poushter and Nicholas Kent, ‘The Global Divide on Homosexuality Persists’, Pew Research Center, 2020.

49 https://digitallibrary.un.org/record/493159?ln=fr; Tatiana de Souza Sampaio, ‘A influência das ONGs na política brasileira de direitos humanos LGBT+: entre o global e o local’, XVII Encontro de História da Anpuh, Rio de Janeiro, 2016.

50 Matheus Mazzilli Pereira, ‘Trazendo os governos de volta: a chefia do executivo e os resultados do ativismo institucional LGBT (2003–2014)’, Sociologias, 22: 53 (2020), pp. 228–63.

51 https://www.gov.br/mdh/pt-br/acesso-a-informacao/participacao-social/conselho-nacional-de-combate-a-discriminacao-lgbt/notas-publicas-1/nota-publica-019; https://direito.mppr.mp.br/arquivos/File/IConferenciaNacionaldeGaysLesbicasBissexuaisTravestiseTransexuaisGLBT.pdf; https://direito.mppr.mp.br/arquivos/File/IIConferenciaNacionaldePoliticasPublicaseDireitosHumanosLGBT.pdf; https://prceu.usp.br/wp-content/uploads/2021/04/relatorio-final-3a-conferencia-nacional-lgbt-1.pdf.

52 Alexandra Chasin, Selling Out: The Gay and Lesbian Movement Goes to Market (New York: Palgrave, 2000).

53 A similar question was studied in Poland by Magdalena Mikulak, ‘Between the Market and the Hard Place: Neoliberalization and the Polish LGBT Movement’, Social Movement Studies, 18: 5 (2019), pp. 550–65.

54 Interviewee 7.

55 Philip Kotler and Gary Armstrong, Principles of Marketing (Harlow: Pearson, 2010); Philip Kotler and Kevin Lane Keller, Marketing Management (Harlow: Pearson, 2015).

56 ABIHPEC, Caderno de tendências 2019–2020.

57 LGBT Capital, ‘Estimated LGBT Purchasing Power: LGBT-GDP – 2018’, http://www.lgbt-capital.com/docs/Estimated_LGBT-GDP_(table)_-_2018.pdf.

58 Interviewee 3.

59 Banet-Weiser, AuthenticTM.

60 Some examples can be seen at https://www.youtube.com/watch?v=4zKkgqBwQhA, https://www.youtube.com/watch?v=p4b8BMnolDI, https://www.youtube.com/watch?v=YDoZhwECjJ4 and https://www.youtube.com/watch?v=kuzHC6_LRIg.

61 https://www.instagram.com/oboticario/; https://www.instagram.com/quemdisseberenice/.

62 Interviewee 2.

63 Monroe Friedman, Consumer Boycotts: Effecting Change through the Marketplace and Media (New York: Routledge, 1999); Soule, Contention and Corporate Social Responsibility.

64 Hunter, Culture Wars.

65 Charles Tilly, Social Movements, 1768–2004 (Boulder, CO: Paradigm, 2004).

66 Margaret E. Keck and Kathryn Sikkink, Activists beyond Borders: Advocacy Networks in International Politics (Ithaca, NY: Cornell University Press, 1998).

67 Délcio Monteiro de Lima, Os demônios descem do norte (Rio de Janeiro: Editora Francisco Alves, 1987).

68 Hunter, Culture Wars, p. 236.

69 Friedman, Consumer Boycotts, p. 170.

70 Cruz, ‘O boicote à novela “Salve Jorge”’.

71 Cruz, Breno de Paula Andrade and Ross, Steven Dutt, ‘Percepção de culpa no boicote de um bem de luxo’, Revista Pensamento Contemporâneo em Administração, 7: 3 (2013), pp. 139–5CrossRefGoogle Scholar5; see note 3 above.

72 Christina Vital and Paulo Victor Leite Lopes, Religião e política: uma análise da atuação de parlamentares evangélicos sobre direitos das mulheres e de LGBTs no Brasil (Rio de Janeiro: Fundação Heinrich Böll, 2012).

73 Machado, Maria das Dores Campos and Burity, Joanildo, ‘A ascensão política dos pentecostais no Brasil na avaliação de líderes religiosos’, Dados, 57: 3 (2014), pp. 601–31CrossRefGoogle Scholar; Reis, Lívia Santos, ‘Confiança ou cabresto? Considerações sobre o comportamento eleitoral de um grupo evangélico nas eleições municipais de 2012’, Revista Intratextos, 4: 1 (2013), pp. 73–92Google Scholar.

74 Lacerda, O novo conservadorismo brasileiro.

75 Interviewee 10.

76 http://www.conar.org.br/, ref. 088/15 (‘Dia dos Namorados O Boticário’, July 2015).

77 King and Soule, ‘Social Movements’; van den Broek, Tijs et al., ‘The Effect of Online Protests and Firm Responses on Shareholder and Consumer Evaluation’, Journal of Business Ethics, 146: 2 (2017), pp. 279–94CrossRefGoogle Scholar.

78 Comitê de Datação de Ciclos Econômicos (CODACE), ‘Comunicado de Datação de Ciclos Mensais Brasileiros, Out/2017’ (2017), https://portalibre.fgv.br/sites/default/files/2020-03/comite-de-data_o-de-ciclos-econ_micos-comunicado-de-30_10_2017-_1_.pdf; Pedro Rossi and Guilherme Mello, ‘Choque recessivo e a maior crise da história: a economia brasileira em marcha à ré’, Cecon, Universidade de Campinas, 2017, https://www3.eco.unicamp.br/images/arquivos/NotaCecon1_Choque_recessivo_2.pdf.

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.

80 Marta Vieira Caputo, ‘Comunicação e ciberativismo: boicotes: novas práticas para o exercício da cidadania’, unpubl. M. Phil diss., Universidade Estadual Paulista, 2008; Priscila Rodrigues Borges, ‘Cara de pele, efeito de pele: uma etnografia do debate sobre o uso de peles animais nas indústrias do vestuário e da moda a partir da campanha Boicote Arezzo’, unpubl. M. Phil diss., Universidade Federal do Rio Grande do Sul, 2013; Fábio Moreno Borges, ‘Denúncias e boicotes nas redes sociais: práticas cidadãs nas manifestações dos consumidores’, in Massimo di Felice (ed.), I Congresso Internacional de Net-Ativismo – redes digitais e novas práticas de democracia (São Paolo: ECA/USP, 2013), pp. 380–93.

81 Mariano, Ricardo and Gerardi, Dirceu André, ‘Eleições presidenciais na América Latina em 2018 e ativismo político de evangélicos conservadores’, Revista USP, 120 (2019), pp. 61–76CrossRefGoogle Scholar.

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’.

99 Heldman, Caroline, Protest Politics in the Marketplace: Consumer Activism in the Corporate Age (Ithaca, NY: Cornell University Press, 2017)Google Scholar.