Backing Purpose to Redefine the Industry
The recent meeting with MEP – Women in Advertising was much more than a talk: it was a space for reflection and action on the role of women in the advertising industry and the urgent need to transform it through purpose. Lucía Bobadilla, Purpose Brand Manager at ROSAPARKS, shared her personal and professional experience, from her disillusionment with traditional agencies to her rediscovery of the impact advertising can have when it aligns with real values and tangible commitments.
The goal of this talk was clear: to inspire and empower women to take on new roles within the industry, lead with purpose, and turn advertising into a tool for social and environmental transformation. Because advertising does not only sell—it also has an impact. And it is up to us to decide what kind of impact we want to create.
A moment of crisis (and an opportunity for change)
Advertising has been, for decades, a driver of mass consumption. But at what cost? The talk addressed how this industry has perpetuated stereotypes, normalized unethical practices and, far too often, set aside creativity with positive impact in favor of hollow commercial goals. It is no surprise that many professionals feel frustrated and disillusioned.
Because the truth is that the advertising industry owes us a great deal. It has sold us a dream of creativity and disruption, but far too often it has given us frustration, burnout, and values we do not share in return. It has taught us to be masters of persuasion, but it has not always given us the space to be leaders of change.
However, this industry—which has broken our hearts so many times—has the potential to become a tool for real impact. If we choose to work from purpose, we can reclaim the meaning of our profession and turn advertising into more than a selling machine.
During the talk, we discussed how sustainability, a gender perspective, social impact, and purpose can redefine our careers and the entire sector. We explored new opportunities for women in advertising: from purpose-driven brand strategy to creative sustainability communications.
Because yes, there is another path. It is not about leaving the industry, but transforming it from within.
And at ROSAPARKS, we are very clear that
Purpose-driven advertising is not a trend—it is the future. Brands that do not integrate a genuine commitment to sustainability and social impact will become obsolete. The new generation of consumers demands authenticity, and our role as communications professionals is to ensure that message is honest and effective.
A gender perspective in the industry is essential. Despite progress, pay gaps, the lack of women in leadership positions, and bias in campaigns remain a reality. It is not enough to make the problem visible; action must be taken from within.
There are new roles in advertising and communications. Sustainability strategists, Brand Purpose Managers, creatives specializing in social impact, communications consultants with a gender perspective… The industry is evolving, and now is the time to take positions in these spaces.
Creativity drives social change. Advertising has the power to change narratives, challenge stereotypes, and spark conversations that lead to action. But for this to happen, we need professionals with a critical perspective and a commitment to something more than conversion metrics.
Transforming the industry from within
It is not about leaving the industry, but hacking it—transforming it from the ground up. Taking up decision-making spaces, challenging the status quo, and proving that purpose is not at odds with profitability. If we want advertising with positive impact, we need women who lead with clear values and a transformative vision.
Change does not happen alone. Thank you to everyone who attended for your energy, your questions, and your desire to change the rules of the game. We need each other strong, brave, and connected, because today, more than ever, the industry belongs to us.
