{"id":30732,"date":"2019-04-12T09:25:24","date_gmt":"2019-04-12T07:25:24","guid":{"rendered":"https:\/\/beta.brandsmith.es\/crear-valor-social-es-rentable-para-las-marcas\/"},"modified":"2019-05-06T10:19:05","modified_gmt":"2019-05-06T08:19:05","slug":"creating-social-value-is-profitable-for-brand","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/creating-social-value-is-profitable-for-brand\/","title":{"rendered":"Creating social value is profitable for brands"},"content":{"rendered":"\n

Whiplash Team, April 2019<\/strong> <\/h2>\n\n\n\n

Creating social value is profitable for brands <\/h3>\n\n\n\n

It is Friday again and thousands of young people around the world, inspired by the young Swede @GretaThunberg will strike against climate change #ClimateStrike and refuse to attend classes to demand that those in power act to preserve the future, their future. <\/h4>\n\n\n\n

Companies, meanwhile, begin to assume the role of brands in the sustainability challenge and to understand that being sustainable by creating social value positively impacts their profits. <\/p>\n\n\n\n

According\nto the latest World Meteorological Organization (WMO) report, the physical and\nfinancial impact of global warming is accelerating. The research reveals that\ngreenhouse gases are alarmingly raising our planet\u2019s temperature, while society\nrequires responsible behavior from brands not only from an environmental point\nof view, but economic and social, too.<\/p>\n\n\n\n

This, of\ncourse, implies rethinking business processes, but above all, incorporating\nsustainability as a substantial part of the brand\u2019s purpose. Thus, an\nincreasing number of companies are embracing the sustainability cause,\nunderstanding that there is no conflict between sustainable practices and\neconomic growth. In fact, by rethinking and redesigning business processes from\na sustainable management perspective, integrating social and environmental\npolicies, resources are optimized, risks reduced, and revenues boosted.<\/p>\n\n\n\n

Users, on\nthe other hand, have also become aware of the importance of their role in keeping\nthe pressure on, and according to a recent OCU survey, in Spain 73% of\nconsumers base their purchasing decisions on ethical and ecological aspects and\n62% of them declare to be aware that their consumption is a powerful tool to\ngenerate changes.<\/p>\n\n\n\n

Meanwhile,\nin the United States, the NYU Stern School of Business Center for Sustainable\nBusiness established the Sustainable Actions Index a few weeks ago \u2013an in-depth\nanalysis of the purchases of commercialized products highlighting their sustainability\nattributes\u2013 and published the results of a new study revealing that products\npromoted by their sustainability attributes are responsible for more than 50%\nof the growth in the packed consumer goods segment between 2013 and 2018 in\nthat country.<\/p>\n\n\n\n

In this\nscenario, large companies on a global scale, especially in the agri-food industry,\nare beginning to react, taking action in a tangible way, launching programs\nthat positively impact the environment and society as a whole. For example,\nMondelez International, launched the Harmony program, championed in Spain by\nits Fontaneda cookie brand, which is committed to sustainable agriculture to\npreserve biodiversity, limit negative environmental impact and improve the\nquality of the wheat it uses in its main products.<\/p>\n\n\n\n

Another\nexample is the Heineken and its Cruzcampo brand Olive Project, which seeks to\ngrow barley (the main raw material for beer) among olive groves in the province\nof Jaen (Spain). It is a pioneering initiative in environmental sustainability,\ninnovation and technology transfer that includes training for farmers and field\nworkers. The objective is to help retain water in soils, since erosion is the\nmain problem of olive groves in the Mediterranean basin, and it is estimated\nthat if it were adopted in only 3% of the surface (about 2,000 hectares, of the\n60,000 of olive groves in the area) it could compensate more than 700 million\nliters of water and improve the viability of crops by offering farmers\nadditional and diversified income. In other industries it is not different.\nPrimark or Ikea are good examples. Both have opted for the sustainable\ncultivation of cotton for their textiles, while in the fashion world\nsustainability is increasingly trendy.<\/p>\n\n\n\n

In general,\nit seems that the message is finally getting across. The paradigm that established\nthat a company\u2019s sole objective was to maximize benefits, is falling into\noblivion, giving rise to a new one, where social value creation is a\nprecondition to obtaining benefits. Beyond political initiatives and\ninternational organizations, companies begin to assume their role as opinion leaders\nand as agents of social, economic and environmental change. Time will tell if\nbrands are willing to listen to an entire generation that every Friday stands\non the street to ask them to stop talking and act.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, April 2019 Creating social value is profitable for brands It is Friday again and thousands of young people around the world, inspired by the young Swede @GretaThunberg will strike against climate change #ClimateStrike and refuse to attend classes to demand that those in…<\/p>\n","protected":false},"author":2,"featured_media":30728,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[23,24,28,25,26,29,27],"yoast_head":"\nBrandsmith - Creating social value is profitable for brands<\/title>\n<meta name=\"description\" content=\"Brandsmith Creating social value is profitable for brands\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Creating social value is profitable for brands\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Creating social value is profitable for brands\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/creating-social-value-is-profitable-for-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-12T07:25:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-05-06T08:19:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/04\/Whiplash-n\u00ba-103.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/creating-social-value-is-profitable-for-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/creating-social-value-is-profitable-for-brand\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Creating social value is profitable for brands\",\"datePublished\":\"2019-04-12T07:25:24+00:00\",\"dateModified\":\"2019-05-06T08:19:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/creating-social-value-is-profitable-for-brand\/\"},\"wordCount\":665,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"keywords\":[\"branding\",\"digitalmarketing\",\"Earth\",\"future\",\"human resources\",\"Lil Dicky\",\"management\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/creating-social-value-is-profitable-for-brand\/\",\"url\":\"https:\/\/brandsmith.es\/en\/creating-social-value-is-profitable-for-brand\/\",\"name\":\"Brandsmith - 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