Regenerative Communication: How Brands Give Chance and Voice to Relevant Contemporary Issues — The Cases of Magazine Luiza, Natura Cosmetics, NBA and Botik

Abstract

Brands are socioeconomic, media and mass communication phenomena. We live in a time of intersecting crises: climate disruptions, racial and social injustices, tensions under the pressure of growing refugee cycles, economic inequalities, female emancipation, diversity, post-genderism, and threats to democracy. Currently, there are important issues to be discussed by society and brands can foster discussions. The methodology of this paper follows a multiple case study, with the collection of information through a research carried out on the internet on press websites as well as in social media, and also directly with managers of the brands studied for a discourse analysis of four illustrative cases: Magazine Luiza and its 2020 Trainee Program exclusively for Blacks; Natura with Father's Day 2020 starring a transgender man; O Boticário with the 2020 launch of the Botik product line and the training campaign for influencers over 40 years old; NBA Playoffs 2020 and the motto Black Live Matters. As a result of this investigation, the contribution of regenerative communication for brands to positively impact the social tissue is evident.