{"id":6273,"date":"2021-05-04T14:00:40","date_gmt":"2021-05-04T19:00:40","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6273"},"modified":"2021-04-28T16:13:20","modified_gmt":"2021-04-28T21:13:20","slug":"los-marketeros-no-estan-a-la-vanguardia-en-sostenibilidad","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/los-marketeros-no-estan-a-la-vanguardia-en-sostenibilidad\/","title":{"rendered":"\u00bfLos marketeros no est\u00e1n a la vanguardia en sostenibilidad?"},"content":{"rendered":"<p>Puede que los marketeros sean perfectamente conscientes de la necesidad de hincar el diente (con fruici\u00f3n) a la\u00a0sostenibilidad, pero\u00a0<strong>a la hora de la verdad est\u00e1n mucho menos avanzados en lo relativo a este tema que las organizaciones a las que prestan sus servicios<\/strong>. As\u00ed se desprende al menos de\u00a0<a class=\"external\" href=\"https:\/\/wfanet.org\/knowledge\/item\/2021\/04\/21\/Marketing-and-Sustainability-Closing-the-Gaps\" target=\"_blank\" rel=\"noopener nofollow noreferrer\">un reciente estudio de la Federaci\u00f3n Mundial de Anunciantes (WFA)<\/a>.<\/p>\n<p>De acuerdo con el informe,\u00a0<strong>apenas uno de cada diez marketeros declara que su viaje hacia la sostenibilidad est\u00e1 bien avanzado<\/strong>. La proporci\u00f3n escala, en cambio, hasta el 29% si se coloca bajo los focos la traves\u00eda hacia la sostenibilidad de las organizaciones en su conjunto.<\/p>\n<p>M\u00e1s de la mitad de los 650\u00a0marketeros\u00a0consultados en su informe por la WFA confiesa que<strong>\u00a0el departamento de marketing est\u00e1 a punto de empezar o est\u00e1 dando meramente sus primeros pasos en el \u00e1mbito la sostenibilidad.<\/strong><\/p>\n<p>Adem\u00e1s,<strong>\u00a0solo una tercera parte de las organizaciones utiliza la sostenibilidad como KPI en su \u00abmarketing dashboard\u00bb<\/strong>\u00a0y alrededor del 20% de los departamentos de marketing renuncia por completo a medir los esfuerzos en la arena de la sostenibilidad.<\/p>\n<p>Simult\u00e1neamente<strong>\u00a0el 95% de los marketeros tiene el firme convencimiento de que el departamento de marketing puede definitivamente marcar la diferencia en el periplo con destino a la sostenibilidad<\/strong>. Y el 88% coincide asimismo en se\u00f1alar que los consumidores esperan por parte de las marcas esfuerzos con el \u00faltimo objetivo de procurar auxilio al\u00a0medio ambiente.<\/p>\n<h3><strong>Hacia un rol m\u00e1s protagonista de los marketeros en el \u00e1rea de la sostenibilidad<\/strong><\/h3>\n<p>Del informe de la WFA se infiere que buena parte de los desaf\u00edos de los marketeros se origina a nivel puramente organizacional, ya que\u00a0<strong>la sostenibilidad no recae con claridad en ninguna funci\u00f3n ya existente con anterioridad.<\/strong><\/p>\n<p><strong>Son retos a ojos de los marketeros las prioridades de negocio a menudo conflictivas (39%)<\/strong>, la falta de recursos internos (27%) y la presi\u00f3n de los accionistas (26%).<\/p>\n<p><strong>Los marketeros se topan adem\u00e1s con el desaf\u00edo de querer comunicar determinados esfuerzos en positivo en el \u00e1mbito de la sostenibilidad sin contar con la aquiescencia de las empresas de cuya plantilla forman parte.<\/strong>\u00a0Quiz\u00e1s por ello el 89% de los marketeros se\u00f1ala que las empresas necesitan ser m\u00e1s valientes a la hora de comunicar sus avances en materia de sostenibilidad. De hecho, solo una cuarta parte lo hace (en gran parte por miedo a la respuesta potencialmente negativa del consumidor).<\/p>\n<p>Adem\u00e1s,\u00a0<strong>el 16% de los marketeros admite tener buenas historias en cartera (si bien no se siente suficientemente preparado para compartirlas)<\/strong>, y el 47% asegura que necesita mejorar notablemente su narrativa con el foco puesto en la sostenibilidad.<\/p>\n<p>A ra\u00edz de los resultados puestos sobre la mesa por su \u00faltimo estudio,<strong>\u00a0la WFA est\u00e1 urgiendo a los marketeros a suscribir su nueva iniciativa (Planet Pledge)<\/strong>\u00a0que ayuda a los profesionales del marketing a liderar la respuesta al cambio clim\u00e1tico de las marcas y a propugnar una conducta m\u00e1s sostenible por parte del consumidor.<\/p>\n<p><strong>Marcas como Bayer, Danone, Diageo, Dole Packaged Foods, Mastercard, \u00d8rsted, Reckitt, Telef\u00f3nica, Tesco y Unilever se han unido ya a esta iniciativa.<\/strong><\/p>\n<p><strong>Fuente:\u00a0<a href=\"https:\/\/www.america-retail.com\/marketing\/marketing-los-marketeros-no-estan-a-la-vanguardia-en-sostenibilidad\/\">https:\/\/www.america-retail.com\/marketing\/marketing-los-marketeros-no-estan-a-la-vanguardia-en-sostenibilidad\/<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Puede que los marketeros sean perfectamente conscientes de la necesidad de hincar el diente (con fruici\u00f3n) a la\u00a0sostenibilidad, pero\u00a0a la hora de la verdad est\u00e1n mucho menos avanzados en lo relativo a este tema que las organizaciones a las que prestan sus servicios. As\u00ed se desprende al menos de\u00a0un reciente estudio de la Federaci\u00f3n Mundial [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":5795,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6273","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>\u00bfLos marketeros no est\u00e1n a la vanguardia en sostenibilidad? | 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\/los-marketeros-no-estan-a-la-vanguardia-en-sostenibilidad\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfLos marketeros no est\u00e1n a la vanguardia en sostenibilidad? | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Puede que los marketeros sean perfectamente conscientes de la necesidad de hincar el diente (con fruici\u00f3n) a la\u00a0sostenibilidad, pero\u00a0a la hora de la verdad est\u00e1n mucho menos avanzados en lo relativo a este tema que las organizaciones a las que prestan sus servicios. 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