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Sustainability, an opportunity for companies to promote well-being | Economy | America Edition

A study by Truth Central, the consumer intelligence unit of McCann Worldgroup, found that sustainability and wellness are directly linked, which is why 87% of respondents believe all companies need to think more about health and wellness. the welfare of the people.

This is how the report “The truth about a well world” breaks down, which indicates that 82% of those asked think that creating a world where well-being is found is the most important challenge of the next 20 years and 70% would like to have more support to be able to achieve this long-awaited well-being.

McCann’s strategy planner, Paula Siabato, assured Efe that “the impact that human beings have had on the planet is becoming more and more visible in the sense that as humanity we have progressed in many things, but at the expense of the environment. “.

“We have left aside things such as quality of life, mental health, things that have nothing to do with economics, but that greatly influence our lives. Companies have begun to realize that it is not only a matter of grow economically, because what good is a rich community or society when its people are depressed, sick,” he added.

SUSTAINABILITY IN LATIN AMERICA

In Latin America, according to the survey, 45% of people consider that companies and brands are among the actors with the greatest degree of responsibility to reverse climate change.

“We have seen how climate change in Latin America, especially, has affected people’s well-being and health. For example, today in Colombia we have been through almost six months of the La Niña phenomenon, where we have had heavy rains, rivers overflow , and that affects people’s well-being,” said the expert.

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In this sense, he assured that in this context, companies could play “an important role”, because “there is an interesting source of business because people are willing to do something and what happens is that they have no idea how to do it.”

“Companies could offer people tools. And here there is an issue that I would like to highlight and that is to go from telling stories to making stories (…) in the sense that an advertising message is no longer enough for a company Now action is necessary. People are waiting for concrete actions in which they can participate,” Siabato explained.

The study indicates that in Latin America for 29% of those surveyed, sustainability is about protecting the environment and for 20% it is a lifestyle.

“What the report shows is the direct relationship between sustainability and people’s well-being. If, for example, your food company cares about people’s well-being, it is much easier for you to help people achieve well-being,” he stressed.

In this sense, well-being expectations are also high in large markets such as Mexico and Brazil, where 77% of those asked consider that brands should take responsibility for helping to change people’s general well-being.

That is why, in Siabato’s opinion, given the high rates of inequality in Latin America and the few solutions that exist, companies stand as a key player because “they have financial muscle” and, furthermore, “the power as a brand to convey a message and educate your consumers”.

“Today sustainability is an imperative because when you incorporate a consistent sustainability strategy, you are more profitable and have a higher brand preference,” he concluded.

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