More than 200 years have passed since economists like Malthus talked about the risk to food production from population growth. It was related to the phenomenon of production capacity at the beginning of the Industrial Revolution. Today it is related to the availability of natural resources.
Reality got angry with us. This 2022, for the first time, was found to exceed the regeneration capacity of the environment, due to the demand for production to meet human needs.
This is one reason why it has not turned into a worldwide crisis leading to famine or war; This reason is innovation. Man’s ability to produce despite adverse conditions is undoubtedly a factor that has benefited agriculture primarily to take one example.
So far this dilemma seems to have been resolved, but it is not. This is only a gateway to the phenomenon we know today as greenwashing, which many people call claims about the environmental benefits of a product, service, or company in order to gain a competitive advantage or improve the company’s public image. defined as practice.
This is a significant risk for companies, as it can damage their reputation and lead to loss of customers and possible legal action if the intent or campaign is not genuine.
It can also be a risk to consumers, leading them to make purchasing decisions based on incorrect or misleading information. To avoid this, it is important that companies are transparent and honest about their environmental practices.
In new generations, the so-called picking, expect brands to publicly position themselves on the side of social and environmental change. As a result, many companies have decided to include their positions on various social issues.
The fusion of these two events, Washing And this picking created a trend called waking up, The term describes strategies used by brands to bring light to certain social or political issues, such as discrimination or injustice.
Currently, consumers want to connect with and identify with a company’s brand identity. As a result, many companies have decided to include their positions on various social issues, for example, gender equality, diversity and inclusion of people with disabilities and, of course, sustainable production.
what a concept was washing It is defined as the appropriation of ethical and progressive values to improve a company’s reputation without demonstrating a genuine commitment to the values communicated.
historically it may be similar to the concept of Washing Or a form of corporate social responsibility, but this is not a policy of business self-regulation, but a trend.
Now, building an identity picking Without sufficient information it can change and disillusion the social conscience. So now we consider a new way of production, selling based on all values, as an important consideration. The challenge is to do this with clear values and a solid alignment of the customer’s objectives with those of the buyer, in that they must be consistent with the values they believe in.
But the question is where this is reflected in sustainability and climate change trends. be consistent first; It is important that companies analyze their relationship with the productive chain. A company that processes pasta, for example, would make no sense to produce protection for underwater life.
Second, companies participate and engage with their customers to present the brand at events, sponsor or donate services. The key is that companies should actively support the cause rather than just raise awareness.
For this reason we have the opportunity to redefine our markets, but also the way we produce. With more awareness, making resources efficient and supporting truly vulnerable causes, especially in the environment.
Last question, where is Mexico on this issue? It seems that traditional companies should develop, modify and adapt to this trend, but with genuine intentions. Sustainability and care for the environment is socially accepted and generally supported by the entire population.
What is encouraging is that the new generations, especially entrepreneurs, mostly SMEs, imbibe WASH as part of their strategy and without going beyond the identity of their ecosystem and the world that surrounds them.