La divulgación científica y las marcas activistas durante el Covid-19

Abstract

The importance and value of science in a social emergency situation makes dissemination become an essential activity. The Covid-19 pandemic has highlighted the relevance of the transmission of information to citizens, especially of scientific dissemination. Brands have a social role and consumers seem increasingly interested in brands positioning themselves and reacting to social reality. This work aims to analyze the role of brands in scientific dissemination and the different ways in which they have been able to collaborate in this regard. The analysis of the role of brands will be based on the concept of brand activism (Kotler & Sarkar, 2017). We examine in this work the marketing strategy of activist brands during the initial stages of COVID-19 pandemic, pointing out diverse means of scientific research dissemination. We review pros and cons of a marketing strategy that includes research dissemination tactics. Finally, despite recognizing brand efforts to include aforementioned tactics, we see a clear tendency of brands to direct their messages to markets and not to the public which hampers scientific research dissemination be done efficiently.