{"id":2693,"date":"2022-06-06T17:42:17","date_gmt":"2022-06-06T15:42:17","guid":{"rendered":"https:\/\/leaderselling.com\/?p=2693"},"modified":"2022-06-06T17:42:17","modified_gmt":"2022-06-06T15:42:17","slug":"green-marketing-digital-greenwashing","status":"publish","type":"post","link":"https:\/\/leaderselling.com\/ca\/green-marketing-digital-greenwashing\/","title":{"rendered":"Episodio 84. Green Marketing vs Green Washing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>El <strong>green marketing<\/strong> y el <strong>green washing<\/strong> se pueden confundir a veces, pero ojo, que no es \u201cverde\u201d todo lo que reluce.<\/p>\n<p>Hoy en homenaje al <a href=\"https:\/\/www.un.org\/es\/observances\/environment-day\" target=\"_blank\" rel=\"noopener\">Dia del Medioambiente<\/a> que fue hace poco, hemos querido hablar sobre estas dos pr\u00e1cticas \u201cverdes\u201d que posicionan a tu empresa en una esfera m\u00e1s ecofriendly y m\u00e1s sostenible, una de manera sincera y transparente \u00a0y la otra como un enga\u00f1o al consumidor.<\/p>\n<p>El tema es que la creciente tendencia de la <strong>Responsabilidad Social Corporativa<\/strong>, est\u00e1 obligando a las corporaciones que quieren reducir riesgos reputacionales a fomentar una nueva forma de ganarse la atenci\u00f3n de los stakeholders a la que hasta ahora no estaban acostumbradas.<\/p>\n<p>El empleo de la terminolog\u00eda ambiental se vuelve por tanto una obligaci\u00f3n, y ante la falta de conocimientos en este campo, es f\u00e1cil apuntarse a la moda m\u00e1s reciente.<\/p>\n<p>\u00bfC\u00f3mo diferenciar estas dos estrategias de marketing? \u00bfC\u00f3mo saber si es un compromiso real o s\u00f3lo una mera moda?<\/p>\n<p>Dale al play y te lo contamos<\/p>\n<p>Otros episodios que van directamente enlazados al tema de hoy son los siguientes:<\/p>\n<p>\u25b6<a href=\"https:\/\/leaderselling.com\/comunicacion-corporativa-empresa-que-es\/\" target=\"_blank\" rel=\"noopener\">Episodio 47. Comunicaci\u00f3n Corporativa de empresa: qu\u00e9 es y c\u00f3mo crearla<\/a><\/p>\n<p>\u25b6<a href=\"https:\/\/leaderselling.com\/episodio-38-el-storytelling-te-ayuda-a-contar-historias-en-marketing\/\" target=\"_blank\" rel=\"noopener\">Episodio 38: El Storytelling te ayuda a contar historias en marketing<\/a><\/p>\n<p>\u25b6<a href=\"https:\/\/leaderselling.com\/que-son-los-ods\/\" target=\"_blank\" rel=\"noopener\">Episodio 61: \u00bfPor qu\u00e9 los ODS te ayudan a vender m\u00e1s?<\/a><\/p>\n<h2>\u00bfQu\u00e9 es el Green Marketing?<\/h2>\n<p>El <strong>Green Marketing o eco-Marketing o Marketing sostenible<\/strong>, es aquel que se hace para promocionar productos, servicios o la imagen de una compa\u00f1\u00eda a trav\u00e9s de su compromiso medio ambiental.<\/p>\n<p>\u00abEl green marketing entra dentro del \u00e1mbito de la responsabilidad social corporativa de las <a href=\"https:\/\/leaderselling.com\/ca\/12-tips-para-atraer-seguidores-a-tu-perfil-empresa-linkedin\/\">empresas<\/a> y responde a un cambio social. Los consumidores actuales se preocupan por la protecci\u00f3n del medio ambiente y demandan que la ecolog\u00eda sea parte de los valores de las marcas con las que se relacionan\u00bb dice <em>Cyberclick.<\/em><\/p>\n<p>Para que te hagas una idea de la importancia del medio ambiente, te dir\u00e9 que de los 17 ODS que se est\u00e1n trabajando para cumplir con la Agenda 2030, hay 6 con referencia al medio ambiente y empleos verdes (8,11,12,13,14,15) \u00bfNo est\u00e1 mal no?<\/p>\n<p>Ejemplos de empresas realmente comprometidas con el medio ambiente y el green marketing son Lush y Natura.<\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Ahora es el momento de escuchar nuestro Episodio 83: Green Marketing vs Green Washing<\/em><\/strong><\/p>\n<p><iframe style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/7EkWhjDPmD9aXatHEgtJKM?utm_source=generator&amp;t=0\" width=\"100%\" height=\"232\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>\u00bfQu\u00e9 es el GreenWashing?<\/h2>\n<p>El<strong> Greenwashing<\/strong> es cuando una empresa comunica que es sostenible y en realidad no lo es.<\/p>\n<p>Es una pr\u00e1ctica de ciertas compa\u00f1\u00edas, al darle un giro a la presentaci\u00f3n de sus productos y\/o servicios para hacerlos ver como respetuosos del medio ambiente. No obstante, este giro es meramente de forma y no de fondo por lo que se convierte en un uso enga\u00f1oso de la comercializaci\u00f3n verde.<\/p>\n<p>El ejemplo m\u00e1s claro son las empresas de comida r\u00e1pida, algunas de estas empresas utilizan estrategias como cambiar el color original de su <a href=\"https:\/\/leaderselling.com\/ca\/como-hacer-una-auditoria-digital-de-tu-marca\/\">marca<\/a> por un color verde para \u00a0que se las relacione con algo m\u00e1s natural, pero en realidad no es as\u00ed.<\/p>\n<p>El uso de qu\u00edmicos en sus productos y las grandes cadenas de transporte que estas empresas usan las convierten en organizaciones poco o nada verdes.<\/p>\n<h2>Beneficios del Green Marketing<\/h2>\n<p>&nbsp;<\/p>\n<p style=\"padding-left: 40px;\">\u267b\ufe0fAyuda a\u00a0reducir la huella ecol\u00f3gicade la actividad humana<\/p>\n<p style=\"padding-left: 40px;\">\u267b\ufe0fPermite una mayor sostenibilidad en el uso de los recursos<\/p>\n<p style=\"padding-left: 40px;\">\u267b\ufe0fMejora de la\u00a0imagen de marca<\/p>\n<p style=\"padding-left: 40px;\">\u267b\ufe0fAhorro de costes (uso de materiales reciclados)<\/p>\n<p style=\"padding-left: 40px;\">\u267b\ufe0fDiferenciaci\u00f3n de la empresa respecto a la competencia<\/p>\n<p style=\"padding-left: 40px;\">\u267b\ufe0fMayor fidelizaci\u00f3n de los posibles clientes al alinear la entidad con sus valores<\/p>\n<p>&nbsp;<\/p>\n<h2>3 puntos de \u00e9xito para tu campa\u00f1a de publicidad verde<\/h2>\n<p>\u00bfQuieres que tu campa\u00f1a de comunicaci\u00f3n sea un \u00e9xito? Revisa estos 3 puntos clave:<\/p>\n<h3 style=\"padding-left: 40px;\">\ud83e\udd2f Investigar bien el Target<\/h3>\n<p>Los j\u00f3venes millennials y la generaci\u00f3n Z, j\u00f3venes entre 20 y 30 a\u00f1os son los que est\u00e1n mas educados con los valores ecol\u00f3gicos de reciclaje y reducci\u00f3n de residuos.<\/p>\n<p>Enfoquemos bien nuestra estrategia no todo el mundo es sensible al medioambiente ni est\u00e1 dispuesto a pagar m\u00e1s por esto.<\/p>\n<h3 style=\"padding-left: 40px;\">\ud83d\udcb2Percepci\u00f3n del precio<\/h3>\n<p>El factor precio es siempre fundamental a la hora de la decisi\u00f3n de compra, por ello, por mucho que se haya trabajado la campa\u00f1a de green marketing, si luego el precio no est\u00e1 a la altura de la competencia, ya sea porque es muy elevado o no, la campa\u00f1a de green marketing tiene poco que hacer<\/p>\n<h3 style=\"padding-left: 40px;\">\ud83d\udc4cCalidad e innovaci\u00f3n<\/h3>\n<p>Un producto o servicio no solo ser\u00e1 deseado simplemente por ser ecol\u00f3gico. \u201cEcofriendly\u201d no significa vender m\u00e1s.<\/p>\n<p>\u00bfRealmente es una ventaja tu producto respecto a lo que ya existe en el mercado?<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>La comunicaci\u00f3n corporativa siempre tiene que ser transparente y fiel a los valores de la empresa.<\/p><\/blockquote>\n<p>De nada sirve comunicar \u201cen verde\u201d si s\u00f3lo es una fachada, esto te puede llevar a una crisis de reputaci\u00f3n importante y a la p\u00e9rdida de confianza de tus clientes.<\/p>\n<p>No te apuntes a una moda verde, s\u00e9 parte del movimiento hacia un planeta m\u00e1s sostenible.<\/p>\n<p>&nbsp;<\/p>\n<p>En nuestro pr\u00f3ximo episodio del martes, hablaremos de la Psicolog\u00eda del Color y c\u00f3mo afecta en tu compra.<\/p>\n<p>\u00a1Ag\u00e9ndalo para el pr\u00f3ximo martes!<\/p>\n<p>No te lo pierdas y contin\u00faa avanzando en tu estrategia de <strong>Digital Selling<\/strong> para \u00a1Vender m\u00e1s en internet!<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Recuerda\u2026<\/strong><\/h2>\n<p>Somos tu agencia y consultora que trabaja para que vendas m\u00e1s en Internet, integrando la fuerza de tu equipo y convirti\u00e9ndolos en Embajadores de Marca.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"podcasts\">\n\t<div class=\" section_inner clearfix\">\n\t\t<div class=\"section_inner_margin clearfix\">\n\t\t\t<div class=\"vc_row wpb_row section vc_row-fluid vc_inner \" style=\" text-align:left;\">\n\t\t\t\t<div class=\" full_section_inner clearfix\">\n\t\t\t\t\t<div class=\"wpb_column vc_column_container vc_col-sm-4\">\n\t\t\t\t\t\t<div class=\"vc_column-inner\">\n\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t\t\t\t\t\t\t\t<p class=\"h4\" style=\"text-align: center;\">Segueix-nos a Ivoox<\/p>\n\t\t\t\t\t\t\t\t\t<a itemprop=\"url\" title=\"Segueix-nos a iVoxx\" target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/www.ivoox.com\/s_p2_1086948_1.html\"><div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img decoding=\"async\" width=\"413\" height=\"161\" src=\"https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Podcasts-Ivoox-Catalan.jpg\" class=\"vc_single_image-img attachment-full\" alt=\"Leader Selling - Podcasts - Ivoox\" loading=\"lazy\"><\/div><\/a>\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\">Et convidem a seguir el podcast &quot;Digital Selling per a empreses del segle XXI&quot; a  Ivoox.<\/p>\n\t\t\t\t\t\t\t\t<\/div> \n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"wpb_column vc_column_container vc_col-sm-4\">\n\t\t\t\t\t\t<div class=\"vc_column-inner\">\n\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t\t\t\t\t\t\t\t<p class=\"h4\" style=\"text-align: center;\">Segueix-nos a Spotify<\/p>\n\t\t\t\t\t\t\t\t\t<a itemprop=\"url\" title=\"Segueix-nos a Spotify\"  target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/open.spotify.com\/show\/7CBW3KOTAkoSnTti3WoVNY\"><div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img decoding=\"async\" width=\"413\" height=\"161\" src=\"https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Podcasts-Spotify-Catalan.jpg\" class=\"vc_single_image-img attachment-full\" alt=\"Leader Selling - Podcasts - Spotify\" loading=\"lazy\"><\/div><\/a>\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\">Et convidem a seguir el podcast &quot;Digital Selling per a empreses del segle XXI&quot; a  Spotify.<\/p>\n\t\t\t\t\t\t\t\t<\/div> \n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"wpb_column vc_column_container vc_col-sm-4\">\n\t\t\t\t\t\t<div class=\"vc_column-inner\">\n\t\t\t\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t\t\t\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t\t\t\t\t\t\t\t<p class=\"h4\" style=\"text-align: center;\">Segueix-nos a Google Podcast<\/p>\n\t\t\t\t\t\t\t\t\t<a itemprop=\"url\" title=\"Segueix-nos a Google Podcast\"  target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly9hbmNob3IuZm0vcy8zM2M3M2U5NC9wb2RjYXN0L3Jzcw==\"><div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img decoding=\"async\" width=\"413\" height=\"161\" src=\"https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Podcasts-Google-Podcast-Catalan.jpg\" class=\"vc_single_image-img attachment-full\" alt=\"Leader Selling - Podcasts - Google Podcast\" loading=\"lazy\"><\/div><\/a>\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\">Et convidem a seguir el podcast &quot;Digital Selling per a empreses del segle XXI&quot; a  Google Podcast.<\/p>\n\t\t\t\t\t\t\t\t<\/div> \n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div> \n\t<\/div>\n<\/div>\n<div id=\"linkedin\" class=\"vc_row wpb_row section vc_row-fluid  grid_section\" style=\" text-align:center;\">\n\t<div class=\" section_inner clearfix\">\n\t\t<div class=\"section_inner_margin clearfix\">\n\t\t\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\t<p class=\"h4\" style=\"text-align: center;\">Segueix-nos a <a href=\"https:\/\/leaderselling.com\/ca\/novedades-linkedin-2023\/\">Linkedin<\/a><\/p>\n\t\t\t\t\t<p style=\"text-align: center;\">Si vols trobar oportunitats professionals que t&acute;ajuden a vendre m&eacute;s, segueix-nos a linkedin. Alli seguim donant-te  consells de <a href=\"https:\/\/leaderselling.com\/ca\/escucha-activa-social-listening\/\">Social Selling<\/a> i Digital Selling.<\/p>\n\t\t\t\t\t<a itemprop=\"url\" title=\"Segueix-nos a LinkedIn\" target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/www.linkedin.com\/company\/leader-selling\/\"><img decoding=\"async\" width=\"955\" height=\"249\" src=\"https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Segueix-nos-a-Linkedin-Big.jpg\" class=\"vc_single_image-img attachment-full\" alt=\"Segueix-nos a  Linkedin\" loading=\"lazy\" srcset=\"https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Segueix-nos-a-Linkedin-Big.jpg 955w, https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Segueix-nos-a-Linkedin-Big-413x108.jpg 413w, https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Segueix-nos-a-Linkedin-Big-768x200.jpg 768w, https:\/\/leaderselling.com\/wp-content\/uploads\/2020\/10\/Leader-Selling-Segueix-nos-a-Linkedin-Big-700x183.jpg 700w\" sizes=\"auto, (max-width: 955px) 100vw, 955px\"><\/a>\n\t\t\t\t\t<p style=\"text-align: center;\">Deixa&acute;ns els teus dubtes, comentaris i sugger&egrave;ncies.<\/p>\n\t\t\t\t\t<p style=\"text-align: center;\"><strong>Aquest post es per a tu, volem parlar del que tu vols i necessites saber.<\/strong><\/p>\n\t\t\t\t<\/div> \n\t\t\t<\/div> \n\t\t<\/div>\n\t<\/div>\n<\/div>\n<p class=\"h4 compartir\" style=\"text-align: center;\">Comparteix Episodio 84. Green Marketing vs Green Washing a les teves xarxes socials<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>El green marketing y el green washing se pueden confundir a veces, pero ojo, que no es \u201cverde\u201d todo lo que reluce. Hoy en homenaje al Dia del Medioambiente que fue hace poco, hemos querido hablar sobre estas dos pr\u00e1cticas \u201cverdes\u201d que posicionan a tu&#8230;<\/p>\n","protected":false},"author":4,"featured_media":2695,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[11,12,17],"tags":[],"class_list":["post-2693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia-de-ventas","category-marketing-digital","category-negocios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Episodio 84. 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