#9M BUSINESS SOLIDARITY IN FAVOR OF WOMEN AS AN ACTION OF SOCIAL RESPONSIBILITY #9M LA SOLIDARIDAD EMPRESARIAL A FAVOR DE LAS MUJERES COMO ACCION DE RESPONSABILIDAD SOCIAL

Alicia De la Pena De Leon, Juan Bernardo Amezcua Nunez, Juana Maria Saucedo Soto and Tania Alexandra De Leon Padilla

Revista Global de Negocios, 2020, vol. 8, issue 2, 1-10

Abstract: In March 2020, in an unprecedented civil movement in Mexico and other countries called for a national women's strike to raise awareness of the important role of women in society. With the goal of identifying actions carried out by Mexican companies and civic organizations to support the so-called # 9M movement and/or "The nine no one moves", we carried out an investigation involving 983 Mexican women, who claimed to be proud to participate in the movement (18 %), excited (16%) and empowered (15%). Our findings identify the important role played by social networks and WhatsApp groups in the dissemination of objectives of the movement and the call to get a greater number of participants. Similarly, we observe that 52% of companies gave women a day off so that they could stay at home and thus reinforce their position in the current situation of women. Some companies took advantage of the movement to reinforce their image before society with different actions and thus, emphasize their corporate social responsibility strategies. This study allowed us to analyze consumer perception and identify specific CSR actions carried out by national and international companies with operations in Mexico.

Keywords: Activism; Brand Activism; Corporate Social Responsibility; Social Movements (search for similar items in EconPapers)
JEL-codes: D71 D74 J16 M14 M31 M51 Z18 (search for similar items in EconPapers)
Date: 2020
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