Social Marketing Strategies To Avoid Social Washing Under The Perception Of Generation Z Young People, In The North Of The State Of Mexico, 2023.

Abstract

This article begins with the description of social marketing, as well as mentioning some concepts of a not so well known topic Social Washing; in addition to generating a reflection to know if companies and public institutions make a correct application or if they only take advantage of Mexico's social problems to generate an economic and competitive advantage.

The objective is to know the perception of this issue by the students of the Ixtlahuaca CUI University who are part of generation Z and who, due to their own characteristics and even with their permanent contact with information technologies, do not have knowledge about the subject.

A survey was applied to the students, with the aim of knowing their perception regarding the term social washing, their participation and follow-up in social campaigns, if they identify other terms such as Greenwashing, Rainbow whasing, Purple whasing; in addition to knowing what their experience has been when participating in this type of campaign.  The data obtained were analyzed to determine conclusions, the recommendations of the respondents were considered to propose strategies aimed at avoiding social washing and consequently that all actions carried out in favor of social causes have a real and tangible impact.