This article analysis popular piety as a transforming expression of embodied spirituality, in the light of Pope Francis’s thought. It highlights Mary at the centre of the liberating experience of inculturated evangelization revealed in the practices of popular devotion. An action dynamized by personal openness to the experience of the Holy Spirit. A praxis that brings about the conversion of human relationships. We associate the struggle of women for the dignity of living freely with the courage and trust that Mary places in the love of God, a life given, in prayer, in joy and pain, always letting oneself be led by the action of the Holy Spirit. Thus, women who look to Mary in pain and prayer also give their lives to God’s love, confi dent in overcoming the challenges imposed on the condition of being a woman in a structurally patriarchal society. The pilgrimage becomes a path of dialogue and listening to the revealing presence of God in the daily history of social and personal relationships. In the light of Francis, a Marian profi le that evangelizes and transforms focuses on the conversion of mentalities and attitudes that contribute to the construction of a new social culture, more humanized and fraternal in social relations.