{"id":423,"date":"2019-11-19T08:21:49","date_gmt":"2019-11-19T08:21:49","guid":{"rendered":"http:\/\/blog.valoraconsultores.com\/?p=423"},"modified":"2023-12-15T08:55:02","modified_gmt":"2023-12-15T07:55:02","slug":"greenwashing-proposito","status":"publish","type":"post","link":"https:\/\/blog.valoraconsultores.com\/index.php\/greenwashing-proposito\/","title":{"rendered":"Greenwashing vs. Prop\u00f3sito"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"423\" class=\"elementor elementor-423\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b202f4d e-flex e-con-boxed e-con e-parent\" data-id=\"b202f4d\" 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-76c9727 elementor-widget elementor-widget-heading\" data-id=\"76c9727\" 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\">Estamos muy satisfechos. Despu\u00e9s de un par de d\u00e9cadas de trabajo profesional, impulsando la sostenibilidad para la transformaci\u00f3n de las empresas, y persiguiendo que el consumidor reconozca y premie a las mejores, parece que ahora si va en serio.\n<\/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-343ac0a e-flex e-con-boxed e-con e-parent\" data-id=\"343ac0a\" 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-1c84f5f elementor-widget elementor-widget-spacer\" data-id=\"1c84f5f\" 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-65066851 e-flex e-con-boxed e-con e-parent\" data-id=\"65066851\" 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-5b9db02 elementor-widget elementor-widget-text-editor\" data-id=\"5b9db02\" 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<p><!-- wp:heading {\"level\":3} --><\/p>\n<p><span style=\"font-size: 16px; font-style: inherit; font-weight: inherit; text-align: var(--text-align); background-color: var(--ast-global-color-5); color: #000000;\">Los presidentes y primeros ejecutivos\u00a0 hablan de <\/span><span style=\"font-size: 16px; font-style: inherit; font-weight: inherit; text-align: var(--text-align); background-color: var(--ast-global-color-5); color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/valoraconsultores.com\/areas\/\">sostenibilidad<\/a> <\/span><span style=\"font-size: 16px; font-style: inherit; font-weight: inherit; text-align: var(--text-align); background-color: var(--ast-global-color-5); color: #000000;\">a sus accionistas y a sus clientes. En los Comit\u00e9s\u00a0 de\u00a0 Direcci\u00f3n\u00a0 se\u00a0 debaten\u00a0 estrategias de sostenibilidad en producto y posicionamiento corporativo. Los directores de Marketing y los de Desarrollo de Negocio nos consultan\u00a0 sobre las implicaciones y pasos m\u00e1s adecuados. Y algunos amigos nos dicen: \u201ccada vez hay m\u00e1s anuncios de lo tuyo\u201d, \u201cviste que bonito el \u00faltimo de&#8230;\u201d. Pero muchos, especialmente los\u00a0 mas\u00a0 j\u00f3venes,\u00a0 nos\u00a0 preguntan: \u201c\u00bfes verdad eso que cuentan, o es greenwashing?\u201d. El silencio suele ser la respuesta m\u00e1s educada y profesional.<\/span><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Sin duda hay una nueva inquietud social. Pero ante ella, \u00bfcu\u00e1l es la respuesta m\u00e1s adecuada? \u00bfHacer una anuncio m\u00e1s green o m\u00e1s social? \u00bfAumentar las ventas en una campa\u00f1a, o vincularlos cont\u00e1ndoles de verdad nuestro prop\u00f3sito y nuestros compromisos?<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Si buscamos un <span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/blog.valoraconsultores.com\/index.php\/tag\/liderazgo\/\">liderazgo<\/a> <\/span>de largo recorrido, este debe venir construido desde el prop\u00f3sito y su impulso transformador, y no desde las campa\u00f1as puntuales. Busquemos ser apreciados por nuestro compromiso con los retos y no por nuestros impactos puntuales.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Definir el <span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/blog.valoraconsultores.com\/index.php\/tag\/proposito\/\">prop\u00f3sito<\/a> <\/span>de una organizaci\u00f3n es una tarea compleja y de profunda reflexi\u00f3n, y requiere entender los retos a los que se enfrenta la compa\u00f1\u00eda y la sociedad en la que opera o quiere operar. Debemos construirlo desde dentro de\u00a0 la\u00a0 compa\u00f1\u00eda,\u00a0 desde\u00a0 nuestras fortalezas, pero escuchando a toda la sociedad.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Con una campa\u00f1a puede que cambiemos la percepci\u00f3n temporal de unos cuantos consumidores, pero no vamos a establecer un dialogo con ellos. Un dialogo que nos permita que entiendan que nuestra compa\u00f1\u00eda esta alineada con sus inquietudes y que es parte de la soluci\u00f3n a los retos globales y a sus necesidades particulares. Si pensamos que la formulaci\u00f3n de nuestro prop\u00f3sito es un ejercicio de Marketing y Comunicaci\u00f3n, estamos equivocados.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Debe ser formulado desde la <span style=\"color: #000000;\"><a style=\"color: #000000;\" href=\"https:\/\/valoraconsultores.com\/areas\/\">alta direcci\u00f3n<\/a><\/span>, integrado con el\u00a0 modelo\u00a0 de\u00a0 negocio\u00a0 y\u00a0 entendiendo\u00a0 las implicaciones de los retos sociales.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><img width=\"5\" height=\"6\" \/>La formulaci\u00f3n de nuestro prop\u00f3sito debe permitir ilusionar a nuestros equipos y a nuestros clientes, debe permitirnos que desarrollemos productos con nuevos atributos y experiencias de usuario honestas. Para ello, trabajemos el prop\u00f3sito en un plano estrat\u00e9gico y escuchando\u00a0 a\u00a0 todos\u00a0 los\u00a0 interesados,\u00a0 y busquemos ser una compa\u00f1\u00eda apreciada por su compromiso de transformaci\u00f3n sostenible.<\/p>\n<p><!-- \/wp:image --><!-- wp:paragraph --><!-- \/wp:paragraph --><\/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<div class=\"elementor-element elementor-element-f867207 e-flex e-con-boxed e-con e-parent\" data-id=\"f867207\" 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-e420ec8 elementor-widget elementor-widget-text-editor\" data-id=\"e420ec8\" 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-43\" src=\"https:\/\/blog.valoraconsultores.com\/wp-content\/uploads\/2020\/05\/apd_logo.jpg\" alt=\"\" width=\"111\" 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>Estamos muy satisfechos. Despu\u00e9s de un par de d\u00e9cadas de trabajo profesional, impulsando la sostenibilidad para la transformaci\u00f3n de las empresas, y persiguiendo que el consumidor reconozca y premie a las mejores, parece que ahora si va en serio. Los presidentes y primeros ejecutivos\u00a0 hablan de sostenibilidad a sus accionistas y a sus clientes. En &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/blog.valoraconsultores.com\/index.php\/greenwashing-proposito\/\"> <span class=\"screen-reader-text\">Greenwashing vs. Prop\u00f3sito<\/span> Leer m\u00e1s &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":1720,"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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[28,29],"tags":[41,51,48,52,46,4,53,14,50],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Greenwashing vs. Prop\u00f3sito<\/title>\n<meta name=\"description\" content=\"Estamos muy satisfechos. 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