What is it about?

This study explores how Thai brands use media campaigns, particularly TV commercials and YouTube videos, to challenge traditional gender roles and promote environmental awareness. It examines the evolution of brand activism in Thailand, focusing on how companies address gender equality and environmental issues in their marketing strategies. The research highlights several case studies of Thai brands that have created campaigns merging gender inclusivity with environmental consciousness. These campaigns often feature diverse representations of gender, challenge stereotypes, and encourage sustainable practices. The study also discusses the impact of these campaigns on Thai society, including their influence on politics, education, and family structures.

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Why is it important?

This research is significant because it demonstrates how brand activism can be a powerful tool for social change in Thailand. By combining messages about gender equality and environmental responsibility, brands contribute to critical societal discussions and potentially influence public attitudes. The study shows that media campaigns can be crucial in challenging traditional gender norms and promoting more inclusive and sustainable practices. This is particularly important in Thailand, where there are ongoing efforts to promote gender equality and address environmental challenges. The research also highlights the potential for brands to influence policy, education, and grassroots movements, suggesting that brand activism can have far-reaching effects beyond consumer behaviour.

Perspectives

As a researcher, I find this study fascinating because it reveals the complex interplay between brand marketing, social activism, and cultural change in Thailand. The evolution of brand activism to address both gender and environmental issues reflects a sophisticated understanding of contemporary social concerns. It's particularly interesting to see how brands are navigating the delicate balance between challenging traditional norms and respecting Thai cultural values. The case studies presented in the research offer valuable insights into effective strategies for brand activism in the Thai context. However, it's important to note that the study also highlights potential challenges, such as the risk of "wokewashing" or inauthentic activism. This underscores the need for brands to ensure their activism is genuine and backed by tangible actions. Looking ahead, I believe this research opens up exciting possibilities for future studies on the long-term impact of brand activism on societal attitudes in Thailand. It would be valuable to explore how these campaigns influence younger generations and whether they lead to lasting changes in behaviour and policy. Additionally, comparative studies with other Southeast Asian countries could provide broader insights into regional trends in brand activism and social change.

Dr. Smith Boonchutima
Chulalongkorn University

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This page is a summary of: Challenging Gender Roles in the Environmental Issues, May 2024, Taylor & Francis,
DOI: 10.4324/9781032670508-11.
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