{"id":338,"date":"2020-07-24T12:25:14","date_gmt":"2020-07-24T12:25:14","guid":{"rendered":"http:\/\/blog.valoraconsultores.com\/?p=338"},"modified":"2023-12-07T08:15:11","modified_gmt":"2023-12-07T08:15:11","slug":"responder-desde-el-proposito-clave-para-la-confianza-del-consumidor","status":"publish","type":"post","link":"https:\/\/blog.valoraconsultores.com\/index.php\/responder-desde-el-proposito-clave-para-la-confianza-del-consumidor\/","title":{"rendered":"Responder desde el prop\u00f3sito, clave para la confianza del consumidor"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"338\" class=\"elementor elementor-338\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1cb53a1 e-flex e-con-boxed e-con e-parent\" data-id=\"1cb53a1\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d726b1f elementor-widget elementor-widget-heading\" data-id=\"d726b1f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 08-11-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">El actual contexto ha detonado cambios significativos para las empresas en la relaci\u00f3n con sus grupos de inter\u00e9s, por ejemplo, en la gesti\u00f3n del capital humano y el modo en que hacen llegar los productos y servicios al consumidor, incluso en la propia naturaleza de los mismos.<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b001b59 e-flex e-con-boxed e-con e-parent\" data-id=\"b001b59\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a06622f elementor-widget elementor-widget-spacer\" data-id=\"a06622f\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 08-11-2023 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5f5cdcb3 e-flex e-con-boxed e-con e-parent\" data-id=\"5f5cdcb3\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-30db56f9 elementor-widget elementor-widget-text-editor\" data-id=\"30db56f9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.17.0 - 08-11-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<!-- wp:heading {\"level\":3} --><!-- \/wp:heading --><!-- wp:paragraph -->\n<p>El consumo es din\u00e1mico, evoluciona a la par que los diferentes factores de compra, se incorporan y\/o desaparecen variables. Una de las tendencias que se est\u00e1 reforzando, en estos convulsos meses, es la preferencia por marcas y\/o empresas con prop\u00f3sito, que atiendan las necesidades para construir un mundo mejor.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Las empresas se encuentran ante la necesidad de pensar y\/o repensar el por qu\u00e9 de su existencia. Para ello, es importante considerar una <strong>propuesta de creaci\u00f3n de valor multistakeholder<\/strong>, realizar la reflexi\u00f3n en estrecha comunicaci\u00f3n con los grupos de inter\u00e9s e incluso involucrarlos en un proceso de co-creaci\u00f3n.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>La ciudadan\u00eda ya ha interiorizado que vive en un entorno de incertidumbre y busca referentes. La confianza en las empresas es mayor que en los gobiernos, como ha venido destacando Larry Fink, CEO de BlackRock.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Esta reflexi\u00f3n de los ciudadanos se traslada a su rol como consumidores y prefieren marcas en las que puedan confiar. Lo m\u00e1s significativo es la penalizaci\u00f3n, si bien la confianza y el v\u00ednculo entre el consumidor y la marca necesitan de tiempo para fraguarse, la ruptura puede ser muy r\u00e1pida, especialmente si se producen casos significativos de malas pr\u00e1cticas con cobertura medi\u00e1tica. La respuesta al Covid est\u00e1 siendo un momento de especial exposici\u00f3n, que influye en las decisiones de compra.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p>Desde Edelman, en sus estudios de marzo, arrojaban que el 71% de los consumidores abandonar\u00eda las marcas\/empresas que antepusieron los beneficios a las personas durante esta crisis, incluyendo la respuesta con sus empleados y su cadena de valor. En Ecuador, los informes de Ipsos han arrojado un 90% de encuestados que cree que las marcas deben involucrarse en la respuesta, que las empresas deben poner de su parte.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\n<p><strong>La clave es la relaci\u00f3n con el prop\u00f3sito, que se entienda que forma parte de la raz\u00f3n de ser de la compa\u00f1\u00eda y que exista una vinculaci\u00f3n con los valores que promulga y con la actividad que desarrolla.<\/strong> No hay, duda, estamos ante la oportunidad de reafirmar ese v\u00ednculo.<\/p>\n<!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph --><!-- wp:paragraph {\"align\":\"right\"} --><!-- \/wp:paragraph --><!-- wp:image {\"align\":\"right\",\"id\":339,\"sizeSlug\":\"large\"} --><!-- \/wp:image -->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e934f28 e-flex e-con-boxed e-con e-parent\" data-id=\"e934f28\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8185a6b elementor-widget elementor-widget-text-editor\" data-id=\"8185a6b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Publicado por:<\/p>\n<p><img decoding=\"async\" class=\"alignnone  wp-image-339\" src=\"https:\/\/blog.valoraconsultores.com\/wp-content\/uploads\/2020\/07\/EkosLogo.png\" alt=\"\" width=\"117\" height=\"64\" \/><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>El actual contexto ha detonado cambios significativos para las empresas en la relaci\u00f3n con sus grupos de inter\u00e9s, por ejemplo, en la gesti\u00f3n del capital humano y el modo en que hacen llegar los productos y servicios al consumidor, incluso en la propia naturaleza de los mismos. El consumo es din\u00e1mico, evoluciona a la par &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/blog.valoraconsultores.com\/index.php\/responder-desde-el-proposito-clave-para-la-confianza-del-consumidor\/\"> <span class=\"screen-reader-text\">Responder desde el prop\u00f3sito, clave para la confianza del consumidor<\/span> Leer m\u00e1s &raquo;<\/a><\/p>\n","protected":false},"author":3,"featured_media":340,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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