Why are Corporations participating in the transformation of gender representations in advertisement?: a case study of three Peruvian brands

This research explores the reasons behind corporations’ decision to take up on the role to engage in the transformation of social gender representations in Peruvian advertisement. By using qualitative methods to analyse the case of three Peruvian corporations, Scotiabank, San Fernando and Ambev Busch InBev through its brand Pilsen, this research found that advertisement might be used as a bridge between corporate commercial strategies and social (gender) issues. Furthermore, it sheds light on the role corporations are taking over gender issues and its liaison with other important factors for corporate decision-making. Understanding the motives behind corporate engagement in gender narratives, could be the first step towards building a mechanism that also invites and inspires other companies to embrace the renovation of gender representations and norms in Peruvian society. The study concludes that more Peruvian corporations are acquiring a sense of responsibility towards reproducing equal gender representations in their advertisement. Some are adopting the role of promoting corporate engagement on the subject, such as Scotiabank, while others are enhancing their economic value by being first movers. The adoption of this role is hindered or enhanced mainly by the permanent vigilance of consumers, as well as the push of a new generation of business leaders and corporate involvement in the topic.