Advances in Consumer Research
Issue 4 : 3323-3330
Original Article
Strategic Corporate Communication for Gender Equality: Advancing SDG 5 through Internal Advocacy
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1
Lecturer, Faculty of Management, Shinnawatra University, Thailand.
2
Lecturer, Department of Economic Sciences, International Institute of Management and Business, Belarus.
3
Lecturer, Faculty of Cosmetics and Medical Cosmetology, Shanxi Pharmaceutical Vocational College, China
Abstract

Gender equality plays a paramount role in sustainable development, and is a pillar focus of United Nations Sustainable Development Goal 5 (SDG 5). However, organizational firms at the Corporate level still find it difficult to mitigate structural inequities and create all-inclusive cultures. The purpose of this paper is to discuss how strategic corporate communication as a means to attain gender equality is achieved by drawing up internal advocacy procedures. Through an evaluation of organizational communication activities, employee engagement initiatives and program as well as leadership approaches, the paper has shown how corporates can shape up the internal ethos and create the cascading effect of change. Through mixed method based on surveys, interviews, and content analysis, the research shows just how effective targeted communication campaigns are in creating awareness about gender biases in various aspects, reduced gender biases, and increased gender representation within the level of decision-making. The results indicate that transparent, coherent, and values-centered communication is one of the key factors that overall improves employee perception of gender equality efforts. Nevertheless, the actual needs like change resistance, and low resources, as well as cultural effects, hinder the potential of internal advocacy. The paper ends with some practical suggestions to be implemented by corporate leaders that will reinforce the focus on gender-inclusive communication practices as well as recommendations on future research to determine long-term effects of internal advocacy on organizational equality

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