Responsabilidade social nas indústrias de moda e de beleza

: stakeholders engagement pelo prisma da autenticidade e transparência

Abstract

The fashion and beauty industries have a significant impact on contemporary culture. However, at the same time, they face increased challenges in terms of the ethical and social demands of increasingly conscious consumers. Using a mixed methodological approach to the research, combining interviews with industry experts with surveys of consumers from the generations under analysis, the results showed that consumers are looking for brands that go beyond superficial socially responsible practices, demanding a genuine commitment to ethical and sustainable values. Authenticity and transparency proved fundamental to building trust, with direct impacts on the credibility of brands and the acceptance of their CSR initiatives. It was also understood how inconsistent or perceived inauthentic communication damages not only the reputation of companies, but also the effectiveness of their social responsibility strategies. In addition to its contribution to academic literature, the study offered a critical reflection on the transformative role of the fashion and beauty industries as an influence for social change. The guidelines proposed in this study suggest ways of aligning business practices and communication strategies with the expectations of a demanding public, promoting a future where ethics, transparency and aesthetics do not cancel each other out, but complement each other.

Date of Award	21 Feb 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)