{"id":31532,"date":"2020-01-24T08:43:24","date_gmt":"2020-01-24T07:43:24","guid":{"rendered":"https:\/\/brandsmith.es\/del-dicho-al-hecho\/"},"modified":"2020-01-24T08:55:07","modified_gmt":"2020-01-24T07:55:07","slug":"easier-said-than-done","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/easier-said-than-done\/","title":{"rendered":"Easier said than done"},"content":{"rendered":"\n

Whiplash Team, January 24th<\/sup>, 2020<\/strong><\/h2>\n\n\n\n

Easier said than done<\/strong><\/h3>\n\n\n\n

While Swedish activist Greta Thunberg and US President Donald Trump cross swords in the framework of Davos Economic Forum, companies seem to be making a true commitment to social, economic and environmental sustainability, not a cover-up but as a fundamental pillar in their performance.<\/h4>\n\n\n\n

Whether\nlarge or small, historical or startups, more and more companies assume\nsustainability as a built-in part of their purpose, values \u200b\u200band the operation\nof their brands. It is not casual. In the last decade, and especially in the\nlast five years, consumers have become more aware of their power and the need\nto exercise consumption responsibly.<\/p>\n\n\n\n

In\naddition, consumers of the 21st century \u2013especially those of the Millennial and\nZ generations\u2013 expect and support companies that get actively involved with\nsocial causes. They must also demonstrate that their social responsibility goes\nbeyond a mere declaration of intent. On top of this, consumers do not hesitate\nto use their Internet power. <\/p>\n\n\n\n

Whether\ncriticizing them on social networks or leaving them out of their shopping list,\nusers punish brands they perceive as unsustainable, and that has an impact on\nboth the brand’s reputation and the income statement. In any case, many\norganizations have responded positively to the challenge and are taking steps\nto be more sustainable.<\/p>\n\n\n\n

According\nto the ‘2020 Global 100 Most Sustainable Corporations’ ranking of the Corporate\nKnights publishing group specialized in sustainability rankings, three Spanish\ncompanies are amongst the most sustainable companies in the world: Acciona,\nIberdrola and Inditex. Corporate Knights, analysed 7,400 corporations\nevaluating their performance in economic, environmental, social and governance\nindicators to make up the ranking.<\/p>\n\n\n\n

But being a\nsustainable company is not always easy and, in most cases, it requires\ninvestment. In addition, it is more than probable that this investment does not\nhave a short-term return. But that is precisely how they show their commitment\nis real and not a pose. They must go from words and put them into action.<\/p>\n\n\n\n

And they\nmust tell the world what is being done, clearly, effectively and without exaggerations.\nConsumers should know that the company is striving to be more sustainable, or\nelse, they will end up buying competing products.<\/p>\n\n\n\n

The road to\nsustainability is long and companies usually start slowly. Perhaps removing a\nplastic wrap and replacing it with an inviolability seal. Or changing\nunsustainable materials for others that are. The packaging is a good way to\nstart the transition to sustainability. Replace the plastic containers with\ncardboard ones, or white polystyrene with wooden baskets for fruits and\nvegetables, just to mention some options.<\/p>\n\n\n\n

Coca-Cola,\nfor example, has pledged to produce zero waste by 2030. Currently, the company\nrecycles six out of 10 bottles, but it says it is not enough. Its objective is\nto collect and recycle 100% of the bottles sold. Plastic waste is one of the\nbiggest problems in terms of pollution. With a portfolio of more than 500\nbrands and a presence in 200 countries, Coca-Cola sells about 1.9 billion\ndrinks daily. <\/p>\n\n\n\n

Although\ndrinks are not only sold in plastic bottles \u2013 there are also aluminium cans\u2013\ncollecting all the containers and recycling them is a huge challenge. But they\ncount on consumers to get help: through various campaigns around the world,\nCoca-Cola buyers are urged to recycle the brand’s containers. “If you’re\nnot going to recycle, don’t buy Coca-Cola,” was the motto of one of its\nlatest campaigns. As clear as that.<\/p>\n\n\n\n

The\nCoca-Cola Company, that despite its efforts, currently does not enter the Top\n100 of the most sustainable in the ranking by Corporate Knight, wants to\nminimize its environmental impact. Not only by recycling the plastic that\ncirculates in the market, but by removing plastic from its production chain as\nmuch as possible. In the Iberian market, for example, as of 2020 an objective has\nbeen set to eliminate 1,380 tons of plastic from the can packs, which will be\nreplaced by cardboard with PEFC certificate.<\/p>\n\n\n\n

That\nrequires a significant investment, in addition to feeding other industries and\ncreating other types of jobs, related, in this case, with sustainable and\nbiodegradable materials. In 2019, Coca-Cola invested 180 million euros in the\ndevelopment of technology for sustainable packaging in Western Europe.<\/p>\n\n\n\n

Coca-Cola,\nthe most recognizable brand on the planet, is only one of the most visible that\nhas seriously assumed the task of betting on a circular economy, helping to\nclean the oceans of plastics and promoting a more responsible society in its\nrelationship with the planet. In these times, doing so is not a necessity, it\nis an obligation for all organizations that intend to have a future.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, January 24th, 2020 Easier said than done While Swedish activist Greta Thunberg and US President Donald Trump cross swords in the framework of Davos Economic Forum, companies seem to be making a true commitment to social, economic and environmental sustainability, not a cover-up…<\/p>\n","protected":false},"author":2,"featured_media":31530,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[52,57,56,54,48,39],"yoast_head":"\nBrandsmith - Easier said than done<\/title>\n<meta name=\"description\" content=\"Brandsmith Easier said than done\" \/>\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 - Easier said than done\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Easier said than done\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/easier-said-than-done\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-24T07:43:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-24T07:55:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/01\/whiplash-136.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=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/easier-said-than-done\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/easier-said-than-done\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Easier said than done\",\"datePublished\":\"2020-01-24T07:43:24+00:00\",\"dateModified\":\"2020-01-24T07:55:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/easier-said-than-done\/\"},\"wordCount\":762,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"keywords\":[\"Coca-Cola\",\"Donald Trump\",\"Greta Thumberg\",\"Recycle\",\"sostenibilidad\",\"sustainability\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/easier-said-than-done\/\",\"url\":\"https:\/\/brandsmith.es\/en\/easier-said-than-done\/\",\"name\":\"Brandsmith - 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