Aportes del Estudio de la Empatía Enfocado a Roles de Género desde la Perspectiva del Marketing Social en Latinoamérica

Abstract

This article aims to understand the contributions of empathy studies focused on gender roles from the perspective of social marketing in Latin America. It addresses the issue of gender-based violence and highlights successful social marketing campaigns that have raised awareness and mobilized the population toward gender equality and violence prevention through emotional narratives and concrete actions. Campaigns such as HeForShe and La Otra Pandemia have effectively educated the public on the importance of gender equity. Likewise, the role of public policies, social organizations, and the private sector in promoting these changes is emphasized. Furthermore, empathy emerges as a valuable tool for shaping societal values and beliefs, fostering positive transformations in the deconstruction of traditional gender stereotypes and promoting responsible masculinities. The study concludes that social marketing, by integrating empathy and education, can drive significant and sustainable changes in the perception and practice of gender roles, fostering more equitable and healthy relationships in Latin American society.