Comunicación estratégica para la construcción de equidad de género en almacenes de grandes superficies

Abstract

Censosud is a multi-format retail company, has presence in five Latin American countries, in Colombia it has 110 stores with Jumbo, Easy and Metro brands. Also a Cencosud credit card format, Cencosud points as a loyalty program, Venta Empresa for wholesales and Spid 35, a small market format with an emphasis on homes. And e-Commerce sales from their web pages and in alliance with Cornnershop. Currently, it employs more than 12.000 employees around the country and 140,000 throughout Latin America. For this research, it was investigated the ways of use and appropriation in which strategic communication can contribute to the construction of gender equity in a private organization such as Cencosud, where it is based on a diagnosis through focus groups. With the results of said focus groups and the analysis of organizational communication, strategic communication tools were developed, with a gender perspective, giving main importance to inclusive communication, with the creation of an Inclusive Communication Manual and in the face of prevention awareness and attention to violence with the creation of the Violence Attention Protocol.