- Index hide
Consultants like ZIMAT consider that having ESG strategies is a requirement for the survival of any organization.
Institutions and brands that adapt to an ESG model will have much more opportunity to stand out and stay in the minds of users.
Some companies that have continuously carried out ESG work are Bimbo, Heineken and Farmacias Similares.
For any company, it is essential to achieve a level of responsibility towards society, through a environmental, social and corporate governance (IS G); this in Mexico has become a favorable trend.
ESG It is expressed as an approach that allows evaluating the work of a corporation to increase profits through initiatives with sustainable social and environmental development objectives.
For many companies, configuring new guidelines that seek to chart a path towards the sustainability of environmental, social and corporate approaches could be the key to stand out among this change in trends. For this reason, some companies have sought to make a difference in order not only to grow as a brand, but also to help through their resources.
Consider that the new generations find a greater affinity in those companies that are coherent and that are also socially responsible. Nowadays, consumers presume to be more conscious in their purchasing processes. Thanks to the information that is found and shared by companies, it is easy to feel identified or, on the contrary, disconnected from the value of one brand or another.
In addition, according to the consulting agency Mazar’sthe Z generations and millennials they prefer to work in those companies that consider a good work environment to be important and that prioritize the rights of the worker. Of course, the well-known ‘shareholder theory“, by Milton Friedman, which indicates that the only role of a company is the maximization of profits has changed and it has been decided to include new models that favor social aspects.
ESG and corporate value in Mexico
In Mexico, or through Mexican brands, this ESG commitment has been expressed to consumers. For example, there is the initiative carried out by Grupo Bimbo in Canada, which, with the aim of reducing the impact of single-use plastic, seeks to gradually make a change towards compostable cardboard clips. The complete transition is expected to be completed by 2023 and, meanwhile, this action will be replicated in other areas, including Mexico.
We also have the initiative to Heineken and Alpha Group for contributing to the construction of a water well with a capacity of 3.1 million cubic meters of water per year, with the intention of helping the state of Monterrey due to the lack of water. This construction will cost 20 million pesos. This investment, in addition to seeking to generate a change in society, reinforces the presence of the brand with the inhabitants of the northern state.
In addition to this, we have that the project carried out by Farmacias Similares known as “Colonia Simi” has been more than an excuse to place the face of Dr. Simi in a community of Ecatepec. It is a movement that seeks to create awareness and help these communities with their own supply of natural resources, as well as donations and even a gym.
In an exclusive interview, the CEO of the pharmaceutical company, Victor González Herrera, shared that part of how the connection that people have with the brand is explained is through social awareness projects:
“We have been supporting institutions and communities for many years, since the beginning of Farmacias Similares, with pantries, drug donations. With Colonia Simi, it is a job that we have always done. Our purpose is to help those who have the least and help the Mexican people. I recognize that through this people give us organic publicity, it gives us great pleasure, because they represent themselves with Dr. Simi”.
On this, many managers and large businessmen consider that being able to give back to society with projects of such magnitude encourages a natural recognition of people. With this, and according to information from Green Finance for Latin America and the Caribbean (GFL), it was revealed that almost 659 billion dollars around the implementation of ESG approaches globally. This, of course, is a true reflection of how companies are gradually becoming more aware of the impact they can have on the environment.
Juan Carlos Machorro, Partner of Santamarina + Steta and Merca2.0 expert He pointed out that companies with an ESG approach, a trend that will continue in Mexico and Latin America, will present an important advance not only in terms of the environment, but also in contact with consumers.
“There are challenges, one of them is to have some guidelines whose application is adopted by the majority of companies. This, not being a strictly local regulation issue, at this time there are different sets of metrics with guidelines and criteria that have to do with the sector in which the company is located and the region. Eventually we will have to see a process of homogenization of these metrics or compliance standards with ESG concepts. This will ensure that regardless of the political agenda or orientation, at a given moment, the company itself regulates itself and complies with these standards.is measured by rating or auditing agencies to avoid ‘green washing’ issues without seeing a profound change from the essence of the organization and that gives veracity to these results”, he adds Juan Carlos Machorro.
Now read:
Rammstein fans ask not to release Dr. Simi stuffed animals for this reason
Dr. Simi falls right into Lady Gaga’s head; brand gains promotion in Canada
They show fidelity in Ecatepec: They paint houses and form a giant Dr. Simi
Mama fights, El Chapulín Colorado and Dr. Simi; Mexicans invade Fall Guy