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Luis MaRam

Qué significa sustentabilidad… para las empresas

Actualmente, al escuchar la palabra sustentabilidad, la gran mayoría de la gente sigue pensando en ecología, alimentos orgánicos, activismo verde y una tonga de conceptos que si bien están relacionados, no son en absoluto una definición certera del tema sustentable, quedando si acaso como una visión miope del mismo.

que es sustentabilidadHemos dicho hasta el cansancio que sustentabilidad tiene que ver con medio ambiente, sí, pero en la misma medida con sociedad y con rentabilidad. Pocos han comprendido esta realidad, y cuando hablo de pocos incluyo empresas, quienes abren direcciones de responsabilidad social y direcciones de sustentabilidad, pareciendo divorciar ambos temas. En realidad, las grandes marcas, las que verdaderamente han comprendido la profundidad, trascendencia y futuro de este tópico, lo demuestran desde su misión y cultura, y están obteniendo ya grandes beneficios.

Tomemos cinco ejemplos:

Refrescar al mundo en cuerpo, mente y alma.
Inspirar momentos de optimismo a través de nuestras marcas y acciones, para crear valor y dejar nuestra huella en cada uno de los lugares en los que operamos.

TRAER inspiración e innovación a cada atleta en el mundo*
*Si tienes un cuerpo, eres un atleta.

Trabajamos para crear un futuro mejor cada día.
Ayudamos a la gente a sentirse bien, lucir bien y aprovechar más la vida con marcas y servicios que son buenos para ellos y para los demás. Vamos a inspirar a la gente a tomar pequeñas acciones cotidianas que pueden sumar a una gran diferencia para el mundo. Vamos a desarrollar nuevas formas de hacer negocios con el objetivo de duplicar el tamaño de nuestra empresa, mientras reducimos nuestro impacto ambiental.

Maximizar nuestro valor a clientes, colaboradores, accionistas y sociedad, con base a nuestro modelo de negocio, valores, experiencia, eficiencia, fortaleza global, productos y servicios, mediante una inversión sustentable que contribuya a mejorar la calidad de vida de los miembros de las comunidades en las que operamos.

General Motors
G.M. es una empresa multinacional con operaciones socialmente responsables en todo el mundo. Nos dedicamos a proveer productos y servicios de tal calidad que nuestros clientes reciban un valor superior, mientras que nuestros empleados y socios de negocios compartan nuestro éxito y nuestros accionistas reciban un retorno superior y sostenido sobre sus inversiones.

Nadie habla de sus productos, nadie habla de mercado… hablan de un modo holístico, inspirador, buscando sí hacer negocios, pero ante todo tener un verdadero por qué y un legado social y ambiental. Eso es ser sustentables… no vender versiones verdes de nuestros productos, no hacer campañas de green marketing, no sentir que hemos llegado porque obtuvimos una certificación o distintivo. Ser sustentables es el camino, no la meta.

Sustentable significa literalmente que se pueda sostener… y sólo aquellos negocios que puedan respetar el entorno, generar beneficios a la sociedad y con ello obtener un retorno de su inversión, podrán lograr esa meta… sólo ellos podrán llamarse sustentables.

Luis MaRam

Licenciado por la Universidad La Salle. MBA por la UNAM y Diplomado en Responsabilidad Social Empresarial por el ITESM, Luis Maram ha sido asesor de marcas y empresas en temas de comunicación, marketing y RSE. Ha sido profesor y ponente en múltiples universidades y ha impartido conferencias y talleres de capacitación ejecutiva en varias compañías. Actualmente es Director de Marketing y Medios en Expok, Sustentabilidad y RSE, especializándose en el tema del Marketing Sustentable.

Su pasión por el multifacético fenómeno de la comunicación lo ha llevado a publicar en revistas especializadas de negocios y a ser autor de varias columnas, algunas sobre temas de RSE y Sustentabilidad y otras sobre análisis mercadológico. También puede seguir sus cápsulas de video, Marketeando la Sustentabilidad.

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