Uso del marketing social para mejorar la financiación de la jubilación de las mujeres en Australia y otros países



Palabras clave:

jubilación, brecha de jubilación, mujeres, marketing social, ética del marketing


El objetivo de este estudio es destacar la industria de la jubilación en Australia como un ejemplo y luego compararla con otros países. Para este fin, una revisión de la literatura en el campo considera varios países y sus enfoques. Lo que surge es que continuarán las profundas desigualdades en el financiamiento de la jubilación a menos que cambien las políticas. La jubilación tiende a funcionar bien para los hombres que trabajan a tiempo completo, pero no tanto para las mujeres en general y otros grupos como los desempleados de larga duración, los trabajadores por cuenta propia, los contratistas, las poblaciones transitorias, los indígenas y las personas con enfermedades y adicciones. Que cohortes enteras de ciudadanos caigan en la pobreza al jubilarse es una vergüenza política y una cuestión de derechos humanos. En la práctica, se trata de un problema perverso que puede abordarse mediante un marketing social proactivo bien diseñado y políticas gubernamentales e industriales rediseñadas. Los gobiernos y la industria deberían trabajar juntos para encontrar una manera de aumentar los planes de jubilación de las mujeres y otros grupos marginados.


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Biografía del autor/a

Michael Shaw, Monash University

Michael Shaw has taught media studies, multimedia and design at Monash and marketing at RMIT. 

Research interests include design and marketing, choice behaviour, clothing disposition, superannuation, perceptions of risk in sport and industry, political marketing, workplace health and safety and theory generally.

Sardana Islam Khan, Central Queensland University

Dr Sardana Khan is a Lecturer/Unit Coordinator/RHD supervisor at Central Queensland University, Australia (since Feb. 2018). She has earned a PhD in Management (HRM) from La Trobe University, Australia. She was the recipient of the prestigious Australian Leadership Award in 2009 and La Trobe Gold Leadership Award 2012 and a certificate of recognition for achievement and contribution in academia by the Victorian Multicultural Commission (VMC) in 2021. Her PhD topic was ‘High Performance Work Systems in the context of the banking sector in Bangladesh’. She has published 15 articles in top tier international journals such as Personnel Review and Journal of Developing Areas, among others. She has published seven book chapters with reputed publishers such as Routledge (Taylor and Francis) and Springer Nature and presented 35 papers in international conferences. Her papers have earned several international awards such as GBMF UN OMAHA Best Paper Award 2008, Australasian Conference on Business and Social Sciences Best Paper Award 2015 and ‘Best Innovative Paper’ in Sydney International Business Research Conference 2015. She has edited two volumes of the ‘East West Journal of Business and Social Studies’ as the Assistant Editor. Her main research interests are the roles of human resources in international business, high performance work systems, decent work, Entrepreneurship and small business management and organizational performance. She was a Lecturer in the Independent University, Bangladesh (IUB) till 2006. She has also worked as the Senior Lecturer (2006-2012), Assistant Professor (2013-2015), and Associate Professor (2016- 2018) of East West University, Department of Business Administration. In her additional role, she served as the Deputy Executive Director of East West University Center for Research and Training (EWUCRT). She has successfully managed a World Bank funded higher education quality enhancement program (HEQEP) sub-project on capacity building and knowledge sharing (Appx AUD170K) in EWUCRT (2014-16). She has worked on two funded research projects (Deakin University and LTU) as a research associate. She has also worked as the Subject Coordinator and Lecturer (casual) at La Trobe University (Bundoora) till February 2018. Sardana is a professional member (MAHRI) of the Australian HR Institute and Australia and New Zealand Academy of Management (ANZAM) since January 2019. She is also an assigned advocate of UN-PMRE (United Nation's Principles for Responsible Management Education) for HRM discipline at CQUniversity, School of Business and Law.

Priyantha Bandara, Victoria Institute of Technology

enior Lecturer and Course Coordnator (MBA)Senior Lecturer and Course Coordnator (MBA)

Victorian Institute of Technology (VIT) in Melbourne, Australia. 

Priyantha is interested in higher education, marketing, management, finance research generally and  micro finance in developing countries. 


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Cómo citar

Shaw, M., Khan, S. I., & Bandara, P. (2023). Uso del marketing social para mejorar la financiación de la jubilación de las mujeres en Australia y otros países. Mujer Andina, 2(1), 83–96.