{"id":6098,"date":"2021-03-08T10:00:16","date_gmt":"2021-03-08T15:00:16","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6098"},"modified":"2021-03-05T15:29:23","modified_gmt":"2021-03-05T20:29:23","slug":"green-marketing","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/green-marketing\/","title":{"rendered":"\u00bfGreen marketing?"},"content":{"rendered":"<div class=\"news analistas-opinionSect\">\n<div class=\"html-content\">\n<p>Como mercad\u00f3loga, pero sobre todo como consumidora responsable, deseo sinceramente que toda la revoluci\u00f3n que est\u00e1 sufriendo el marketing sea mucho m\u00e1s que una moda \u201cmarketiana\u201d, y que sea una pr\u00e1ctica que de verdad est\u00e9 calando en el \u201ccore\u201d de muchas organizaciones. No pretendo ser \u201cave de mal ag\u00fcero\u201d y menos en un tema como este, pero tampoco imaginar que tras este boom se incrementen fen\u00f3menos como el \u201cGreenwashing\u201d o lavado verde.<\/p>\n<p>Este auge, transici\u00f3n o despertar de consciencia marketiano denominado marketing sostenible, se remonta a las cr\u00edticas que por a\u00f1os ha tenido esta disciplina entre los consumidores. Muchas generaciones hemos crecido bajo anuncios que incrementaron el consumo desmedido, generando \u201cnecesidades\u201d inexistentes en nuestra mente y, tristemente en nuestros corazones. El aumento de la demanda por tanto ha sido artificial, dando lugar a un mercadeo m\u00e1s de empuje que de atracci\u00f3n.<\/p>\n<p>Las necesidades y expectativas ahora son otras. Estamos ante un consumidor m\u00e1s consciente, que tras la pandemia no est\u00e1 dispuesto a seguir consumiendo de manera irresponsable socio ambientalmente hablando, exigiendo m\u00e1s responsabilidad de las organizaciones, y \u00e9stas a su vez han tenido que entender que est\u00e1n ante una nueva mentalidad. Si no se empieza a trabajar bajo un enfoque de marketing \u00e9tico y sostenible, el mismo mercado comenzar\u00e1 a rechazar las marcas que insisten en lo contrario, generando parad\u00f3jicamente su insostenibilidad financiera.<\/p>\n<p>Partiendo de esto y teniendo en cuenta la mala pr\u00e1ctica mercadol\u00f3gica del lavado verde, es importante aclarar algunos aspectos que suelen confundir a las organizaciones a la hora de mostrarse como sostenibles. Comercializar productos \u201cecoamigables\u201d no hace que una empresa sea sostenible. Para ello se debe considerar la trazabilidad del negocio, desde los procesos de adquisici\u00f3n de insumos, la producci\u00f3n, y las buenas pr\u00e1cticas sociales incluso al interior. No se es sostenible s\u00f3lo en la planta de producci\u00f3n; tambi\u00e9n en el punto de venta, en las oficinas administrativas e incluso en aspectos postventa; adem\u00e1s, se viven al interior de la organizaci\u00f3n desde el uso de papeles ecol\u00f3gicos, por ejemplo, la optimizaci\u00f3n de la energ\u00eda, el uso de aires acondicionados, disposici\u00f3n de desechos, y una administraci\u00f3n \u00e9tica y justa del recurso humano.<\/p>\n<p>Toda organizaci\u00f3n debe guardar un equilibrio entre los tres ejes de la econom\u00eda circular: ambiental, social y financiero. Hasta ahora, las empresas solo se han ocupado m\u00e1s del tercero, bajo estrategias cortoplacistas insostenibles por naturaleza y adscritas al modelo econ\u00f3mico lineal: comprar, usar y botar.<\/p>\n<p>Este panorama pretende ser reparado gracias al marketing sostenible, el cual a partir de 2021 le permitir\u00e1 a las organizaciones sobrevivir a la crisis, afrontar los retos y desaf\u00edos que est\u00e1 dejando el covid-19, as\u00ed como retribuir enormemente a la sociedad. Las organizaciones hoy tendr\u00e1n que darse cuenta de que su relaci\u00f3n con el medio ambiente, empleados, clientes y la comunidad en general no es un asunto unidireccional o transaccional como hasta ahora.<\/p>\n<p>Toda esta din\u00e1mica ha hecho que los planes de mercadeo tengan una clara estrategia de sostenibilidad sustentada en los valores de marca y mejores pr\u00e1cticas socio ambientales.<\/p>\n<p>El marketing sostenible es, sin duda, una de las actividades organizacionales que m\u00e1s se han consolidado tras la pandemia y que espero como profesional de este campo y so\u00f1adora de un mundo mejor, que no caigamos en pr\u00e1cticas mal llamadas sostenibles con el fin de lograr entrar en la nueva onda del marketing que entre otras, no es tan nueva como parece.<\/p>\n<\/div>\n<\/div>\n<div class=\"mt-5\">Fuente:\u00a0<a href=\"https:\/\/www.larepublica.co\/analisis\/adriana-gutierrez-ramirez-3038667\/green-marketing-3132952\">https:\/\/www.larepublica.co\/analisis\/adriana-gutierrez-ramirez-3038667\/green-marketing-3132952<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Como mercad\u00f3loga, pero sobre todo como consumidora responsable, deseo sinceramente que toda la revoluci\u00f3n que est\u00e1 sufriendo el marketing sea mucho m\u00e1s que una moda \u201cmarketiana\u201d, y que sea una pr\u00e1ctica que de verdad est\u00e9 calando en el \u201ccore\u201d de muchas organizaciones. No pretendo ser \u201cave de mal ag\u00fcero\u201d y menos en un tema como [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5484,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfGreen marketing? | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/green-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfGreen marketing? | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Como mercad\u00f3loga, pero sobre todo como consumidora responsable, deseo sinceramente que toda la revoluci\u00f3n que est\u00e1 sufriendo el marketing sea mucho m\u00e1s que una moda \u201cmarketiana\u201d, y que sea una pr\u00e1ctica que de verdad est\u00e9 calando en el \u201ccore\u201d de muchas organizaciones. 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