GENDER EQUALITY AND INCLUSIVE LANGUAGE IN ADVERTISING AND CORPORATE COMMUNICATION

Although the Spanish Constitution (1978) establishes equality between men and women, the first law that attempts to develop this constitutional principle at the employment level dates back to 2007. However, it was not until 2019 that a Royal Decree was approved which makes it compulsory to have equal employment opportunity plans in workforces of between 50 and 250 people. The aim of this study is to find out the impact of equality legislation on the Spanish business landscape. The methodology combines case studies of equality plans together with a comparison of advertising campaigns and job offers. This was applied to: Naturgy, Ikea, Renault, EvoBus and El Corte Ingles. The results show a tendency to disseminate equality plans, concluding that specific communication measures are necessary.