{"id":31335,"date":"2019-10-18T12:05:31","date_gmt":"2019-10-18T10:05:31","guid":{"rendered":"https:\/\/brandsmith.es\/marca-sostenible-marca-saludable\/"},"modified":"2019-10-18T13:01:54","modified_gmt":"2019-10-18T11:01:54","slug":"sustainable-brand-healthy-brand","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/sustainable-brand-healthy-brand\/","title":{"rendered":"Sustainable brand, healthy brand"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Team Whiplash, October 18th 2019<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Sustainable brand, healthy brand<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">In times of activism and eco-warriors, environmental sustainability gains traction every day. According to the Stanford Social Innovation Review, \u201ctoday, more than 90% of CEOs state that sustainability is important to their company\u2019s success, and companies develop sustainability strategies, market sustainable products and services, create positions such as chief sustainability officer, and publish sustainability reports for consumers, investors, activists, and the public at large\u201d.<\/h4>\n\n\n\n<p>Meanwhile, Millennials\nand the Z generation gain purchasing power and enter the consumer market brandishing\ntheir values and their hopes that we will all establish a more responsible relationship\nwith the society and the planet.&nbsp; The\nstrength that the movement driven by young Greta Thunberg has gained momentum around\nthe world and is just a sample of what they think and how new generations of\nconsumers move. They want their own future and expect political and business\nleaders to take action to preserve it, and that translates into creating and\noperating brands accountable to the full extent of what the sustainability commitment\nentails.&nbsp; <\/p>\n\n\n\n<p>With brands like\nCoca-Cola inviting consumers not to buy their product if they are not willing\nto recycle and committing itself to use 50% of recycled material in its packaging\nin less than five years as well as to recover selectively all packaging by\n2025, the war against plastics is one of the spearheads of the environmental commitments\namong companies. However, it is not enough. To wear the &#8220;sustainable&#8221;\nlabel with solvency, it takes much more than joining the fight against climate\nchange or flying the &#8220;green&#8221; flag. While the environment is a good\nstarting point for positioning an organization within the sustainability category,\nit represents only one of the three aspects the term implies: environmental,\nsocial and economic. <\/p>\n\n\n\n<p>Business\nsustainable development has come a long way from the beginning of the environmental\nmovement in the early 1970s and early regulations in this area. Today, it\nimplies not only the responsibility of organizations with the Planet but the\nincorporation of social and economic aspects into the business model, such as\nresponsible practices with society \u2013 starting with employees \u2013 and finance policies\naimed at boosting a circular economy. <\/p>\n\n\n\n<p>Consumers are increasingly\naware of the portion of responsibility that companies have with society and are\nwilling to hold them accountable, demanding from brands a purpose aligned with\ntheir values, their needs and concerns. Internet has helped users to stop being\npassive towards brands and take charge of their relationship with them,\norganizing themselves to exercise their power by choosing to fill their shopping\nbasket with those brands that comply with their demands.<\/p>\n\n\n\n<p>To maintain their\nhealth for the future, it is a priority for organizations and companies to\nassume that they are no longer mere economic actors, but also agents of social\nchange. But that is not it. This understanding must be part of their purpose\nand values, not artificially, but at the core. It must transcend words, and become\npart of the company\u2019s operations reflected on the people, the products and the\nbrand\u2019s value proposition. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Team Whiplash, October 18th 2019 Sustainable brand, healthy brand In times of activism and eco-warriors, environmental sustainability gains traction every day. According to the Stanford Social Innovation Review, \u201ctoday, more than 90% of CEOs state that sustainability is important to their company\u2019s success, and companies&#8230;<\/p>\n","protected":false},"author":2,"featured_media":31333,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brandsmith - Sustainable brand, healthy brand<\/title>\n<meta name=\"description\" content=\"Brandsmith Sustainable brand, healthy brand\" \/>\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 - Sustainable brand, healthy brand\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Sustainable brand, healthy brand\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/sustainable-brand-healthy-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-18T10:05:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-10-18T11:01:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/10\/whiplash-n\u00ba-125.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\/sustainable-brand-healthy-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/sustainable-brand-healthy-brand\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Sustainable brand, healthy brand\",\"datePublished\":\"2019-10-18T10:05:31+00:00\",\"dateModified\":\"2019-10-18T11:01:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/sustainable-brand-healthy-brand\/\"},\"wordCount\":514,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/sustainable-brand-healthy-brand\/\",\"url\":\"https:\/\/brandsmith.es\/en\/sustainable-brand-healthy-brand\/\",\"name\":\"Brandsmith - 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