Packaging Ecofriendly y Regalos Coporativos, Empresa Sostenible o Greenwashing?
Packaging Ecofriendly y Regalos Coporativos, Empresa Sostenible o Greenwashing?
Desde un tiempo a la fecha el medio ambiente y su protección ha calado hondo en la sociedad y en las políticas de los gobiernos latinoamericanos y del mundo entero. Pero sin duda, lo más destacable es el cambio de hábitos de los consumidores. La sostenibilidad no es sólo una moda pasajera es una exigencia. No basta con regalar cualquier producto (barato, de mala calidad y contaminante) al cliente, sino que debe transmitir una conciencia y respecto por el medioambiente y por las comunidades locales donde se encuentran insertas.
Los nuevos consumidores post pandemia cada vez están más informados y preocupados por el impacto ambiental de los productos y servicios que adquieren, son muchas las empresas que han iniciado su transición hacia una mayor sostenibilidad y compromiso con el medioambiente.
La industria del marketing promocional se caracteriza por lo general por ofrecer y comercializar productos plásticos baratos y con un alto impacto ambiental. Post pandemia esto definitivamente cambió, el consumidor cada vez es más exigente con las huellas e impacto que dejan las empresas y sus productos.
Uno de los productos más demandados son los productos grabados con las marcas de las empresas, es el producto que más se ha recuperado en el sector. Para tener una idea, las ventas en los EE.UU. fueron superiores a los $21 millones y aproximadamente se tiene un estimado que son más del 96% de todas las empresas a nivel mundial las que compran artículos promocionales cada año, en Chile no contamos con cifras, pero se puede afirmar que el regalo de empresas es un mercado más que sólido.
En Fairtex Chile nos preocupamos para que las empresas puedan entregar regalos corporativos sostenibles, nuestros productos elaborados a mano principalmente por mujeres hacen de ese regalo corporativo un regalo diferente y con propósito. Nuestros productos llevan impresos logos y marcas en vinilo, serigrafía al agua o bordados, todas técnicas que permiten que el textil, una vez cumplida su vida útil, puede ser reciclado y comenzar nuevamente otro ciclo. Evitamos utilizar pegamentos, broches y ojetilos metálicos, a menos que la tela los contenga, en vez, utilizamos accesorios de madera reciclada, más ecológicos y con impacto en equidad de género.
Pero ¿Qué es ser una empresa sostenible?
Según Hart y Milstein (2003) es “la que contribuye al desarrollo entregando simultáneamente beneficios económicos, sociales y ambientales”, es aquella que no sólo privilegia la búsqueda de un beneficio económico, lo que hoy conocemos por triple impacto o también como Empresas B.
Una variable importante es cómo se comunica la sostenibilidad empresarial y cómo los consumidores y clientes validan que eso es así. Cuando las empresas transmiten esto con éxito buscando alcanzar una mejor sostenibilidad, los consumidores pueden cuestionarla, aceptarla y/o apoyarla. En este último caso, la empresa logrará ampliar su rentabilidad, al fidelizar clientes, los que privilegian marcas responsables con ellos mismos, con la sociedad y el medioambiente, así lo determina su estilo y cultura de vida.
Pero las empresas deben evitar caer en el Greenwashing, este consiste en una técnica que con el fin de vender a sus clientes utilizan una imagen, publicidad o producto que simula ser sostenible con el medio ambiente, cuando a final de cuentas no lo es. En definitiva, es una mala práctica que funciona como un blanqueo de imagen, ya que muestran atributos sustentables que no poseen. El concepto surge con el activista británico, David Bellamy en 1990, con motivo de la celebración del día de la tierra.
Algunos ejemplos, cuando las empresas utilizan certificaciones que no han sido validadas, declaran objetivos que no se cumplen, desarrollan campañas “verdes” que son sólo RSE o emplean packaging que se ve amigable con el medio ambiente pero que en la práctica presenta grandes dificultades para ser gestionado o compostado correctamente, o bien sus huellas (trazabilidad) dejan mucho que desear de ser efectivamente “verdes”.
Hoy uno de los principales atributos que tiene impacto en la decisión de compra por parte de consumidores es la sostenibilidad del producto (seguido por el precio y su calidad). El problema surge cuando las empresas son descubiertas en el engaño, como resultado pierden total credibilidad ante sus consumidores y dejan de ser preferidos por sobre su competencia.
En Fairtex Chile queremos ser colaboradores efectivos contra la Crisis Climática de muchas empresas y Pymes que buscan packaging reutilizable y regalos corporativos con propósito, ambos productos que sean valorados por sus clientes y le otorguen un grado de diferenciación importante respecto a su competencia, ofrecemos soluciones personalizadas a precios accesibles sin perder nuestro foco que es la equidad de género (acceso a oportunidades y respeto por las diferencias) a través de un pago justo a nuestras colaboradoras. Porque el textil justo y circular nunca estuvo más al alcance de las empresas, les invitamos a ser parte del cambio que el planeta necesita Hoy.
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