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Morally obliged to caring? Rethinking inclusivity through relational ethics in place branding

Cassinger, Cecilia LU orcid ; Ripoll Gonzales, Laura and Porzionato, Monica LU (2025) International Place Branding Association Conference p.81-81
Abstract
This paper contributes to ongoing debates on inclusive place branding by introducing a feminist ethics of care approach. While existing research often treats inclusion as a strategic or instrumental move, aimed at enhancing collaboration or democratic legitimacy, it is rarely framed as an ethical imperative. Moreover, prevailing human-centred perspectives tend to marginalize non-human and environmental dimensions of place. In response, we argue for a relational and performative understanding of place branding, one that is essential for advancing genuinely inclusive practices.
Theoretical Framework
We outline a feminist ethics of care approach that shifts the focus from conventional stakeholder engagement toward relationality,... (More)
This paper contributes to ongoing debates on inclusive place branding by introducing a feminist ethics of care approach. While existing research often treats inclusion as a strategic or instrumental move, aimed at enhancing collaboration or democratic legitimacy, it is rarely framed as an ethical imperative. Moreover, prevailing human-centred perspectives tend to marginalize non-human and environmental dimensions of place. In response, we argue for a relational and performative understanding of place branding, one that is essential for advancing genuinely inclusive practices.
Theoretical Framework
We outline a feminist ethics of care approach that shifts the focus from conventional stakeholder engagement toward relationality, interdependence, and vulnerability, encompassing human, non-human, and environmental dimensions of place. This perspective conceptualizes places as dynamic and relational, where agency is distributed across human actors, non-human entities, and ecological processes.
Main Research Approach
A qualitative study of residents’ experiences with sustainable transition in a rural Spanish region serves as an illustrative example to explore how theories on feminist ethics of care could inform future research in place branding.
Key Arguments/Findings
Our analysis shows how a care-oriented approach can shape place identity and support more equitable and just branding practices. It offers an alternative to commodification by foregrounding the moral responsibilities of stakeholders to nurture communities and environments.
Conclusions
We argue that inclusivity should be embedded at the core of place branding practices. A care ethics approach offers transformative potential by reframing branding as a moral practice grounded in social justice and environmental sustainability. In doing so, it moves inclusion beyond tokenism, fostering deeper, more meaningful engagement with the human, non-human, and environmental dimensions of place.
Practical Implications
This approach encourages place brand practitioners and policymakers to rethink inclusivity as an ongoing ethical responsibility. It invites the adoption of practices that nurture long-term, reciprocal relationships with place, understood as a network of human, non-human and environmental connections, enabling more meaningful and sustainable branding strategies.
(Less)
Please use this url to cite or link to this publication:
author
; and
organization
publishing date
type
Contribution to conference
publication status
published
subject
keywords
Care, ethics, regions, place, communication
pages
81 - 81
conference name
International Place Branding Association Conference
conference location
Manchester, United Kingdom
conference dates
2025-10-29 - 2025-10-31
language
English
LU publication?
yes
id
717d2f2e-ed91-4aef-81e2-e25d06a18aef
date added to LUP
2025-11-04 18:50:06
date last changed
2025-11-06 12:22:43
@misc{717d2f2e-ed91-4aef-81e2-e25d06a18aef,
  abstract     = {{This paper contributes to ongoing debates on inclusive place branding by introducing a feminist ethics of care approach. While existing research often treats inclusion as a strategic or instrumental move, aimed at enhancing collaboration or democratic legitimacy, it is rarely framed as an ethical imperative. Moreover, prevailing human-centred perspectives tend to marginalize non-human and environmental dimensions of place. In response, we argue for a relational and performative understanding of place branding, one that is essential for advancing genuinely inclusive practices.<br/>Theoretical Framework<br/>We outline a feminist ethics of care approach that shifts the focus from conventional stakeholder engagement toward relationality, interdependence, and vulnerability, encompassing human, non-human, and environmental dimensions of place. This perspective conceptualizes places as dynamic and relational, where agency is distributed across human actors, non-human entities, and ecological processes.<br/>Main Research Approach<br/>A qualitative study of residents’ experiences with sustainable transition in a rural Spanish region serves as an illustrative example to explore how theories on feminist ethics of care could inform future research in place branding. <br/>Key Arguments/Findings<br/>Our analysis shows how a care-oriented approach can shape place identity and support more equitable and just branding practices. It offers an alternative to commodification by foregrounding the moral responsibilities of stakeholders to nurture communities and environments.<br/>Conclusions<br/>We argue that inclusivity should be embedded at the core of place branding practices. A care ethics approach offers transformative potential by reframing branding as a moral practice grounded in social justice and environmental sustainability. In doing so, it moves inclusion beyond tokenism, fostering deeper, more meaningful engagement with the human, non-human, and environmental dimensions of place.<br/>Practical Implications<br/>This approach encourages place brand practitioners and policymakers to rethink inclusivity as an ongoing ethical responsibility. It invites the adoption of practices that nurture long-term, reciprocal relationships with place, understood as a network of human, non-human and environmental connections, enabling more meaningful and sustainable branding strategies.<br/>}},
  author       = {{Cassinger, Cecilia and Ripoll Gonzales, Laura and Porzionato, Monica}},
  keywords     = {{Care; ethics; regions; place; communication}},
  language     = {{eng}},
  pages        = {{81--81}},
  title        = {{Morally obliged to caring? Rethinking inclusivity through relational ethics in place branding}},
  year         = {{2025}},
}