In today’s world, brands have the responsibility of taking an active role in society. It is no longer just about selling, but about generating a positive impact on communities. Their relevance to society transcends commercial matters, and their ability to become agents of social change is valued. This is why the commitment must go beyond responding to a business object. It involves actively participating in topics of general interest such as education and the promotion of rights or care of the environment.
An example of how a brand can generate impact is the case of Nosotras, from Grupo Familia, an Essity company. Nosotras has managed to position itself as a benchmark for high-quality products, and also in its educational and social approach. With initiatives that address menstrual health and the fight against the taboos associated with it, the brand has impacted millions of girls in Colombia and Latin America, creating spaces to talk openly about menstruation and empowering new generations.
For more than 37 years, she has led an educational campaign that has impacted more than 17 million girls throughout the country. This initiative is not only limited to the delivery of menstrual hygiene products, it also seeks to educate about the health and physical and emotional changes of girls during puberty. This Educational work reaches more than 2,500 schools in 28 departments, from San Andrés and Providencia to the Amazon, in urban and rural areas, and in public and private institutions.
A milestone that reflects Nosotras’ commitment was having delivered one million kits to girls in 2024, regardless of their socioeconomic status.
In addition to its focus on menstrual health, the brand is leading an important fight against bullying through its ‘Bullying for Loving’ campaign. Since its launch in 2016, it has impacted 75 million women in the region and more than 1.5 million children participate in training and awareness sessions annually.
Likewise, and taking advantage of the reach and facilities provided by technology, the brand opted for digital tools to maximize its reach and reach more women with valuable information. This has been possible through V-app, a free application developed by experts in physical and mental health, with which you can follow the menstrual cycle and learn to know yourself better.
In short, purpose is not a marketing strategy, it is a philosophy that guides every business decision and action.. Brands that integrate it into their DNA manage to connect emotionally with their audiences, build customer loyalty and attract new consumers. who look for companies with values that resonate with their own. Furthermore, in times where trust and transparency are essential, brands with a purpose stand out for their coherence and credibility, positioning themselves as market leaders and as references for social responsibility.
