Ecomarketing. Green jobs: An opportunity for women

Abstract

This study shows the results of the scientific production on ecological marketing and green jobs with an inclusive approach. Therefore, the objective of this work is to illustrate how ecomarketing can focus on the generation of green jobs, empowering women. The analysis is carried out based on quantitative and qualitative data, derived from the consultation of databases and academic networks. LinkedIn estimates indicate that in 2021 only 10% of the hires registered on the platform were towards green jobs or jobs in green transition. These trends are not exempt from gender gaps: in 2021 for every 100 men on the platform who declare they have green talent, there were only 62 women. Data for seven LAC countries show that the gap is slightly larger in the region than in the rest of the world: for every 100 men who reported having green talent in 2021, only 58 women were registered. This indicator has remained almost static in recent years, narrowing the gap by only 2% in 6 years. It was verified how marketing from the ecological point of view constitutes an instrument to develop strategies under a new economic system, based on sustainable development and in balance with nature, which allows the permanence of the system, generates inclusive jobs and avoids its self-destruction.