Today consumers choose brands that care for the environment in the process of making their items.
Countries like the United Kingdom are pioneers in measuring the so-called “advertising emissions”.
The digital ecosystem today is responsible for more than 3.5 percent of the world’s greenhouse gas emissions.
This year one of the trends in the marketing industry is the use of sustainability. Given this, brands such as Burger King and Popeyes are launching their strategies in this sector this year, as an example by presenting their first carbon-neutral restaurants.
A report by the IBM Institute for Business Value warns that consumers are more aware of the actions of brands and prefer companies that carry out sustainable and environmentally friendly actions.
In this sense, and according to the document “Retail Sustainability Report” they revealed that companies should orient their brands towards sustainability because consumers are increasingly demanding with them.
The same source highlights that 48 percent, which is equivalent to less than half of the surveyed consumers, trusts corporate commitments in terms of sustainability, and 64 percent of those surveyed expect better results for the coming year.
For its part, a Global Sustainability study carried out by the global strategy and pricing consultancy Simon Kucher & Partners reveals important paradigm shifts in the way consumers view sustainability and generational differences associated with the willingness to pay for products. and sustainable services.
In this scenario, consumers see themselves as the agents of change, which implies that calling attention to organizations has never been more necessary than it is today.
Burger King and Popeyes more sustainable
Fast food brands Burger King and Popeyes continue to consolidate their names this year, with their sustainable initiatives.
Given this, as part of the “PorElClima” hospitality initiative, brands want to offset their carbon footprint, which is why they have opened their first carbon-neutral restaurants.
According to the companies, these two establishments are located in Madrid and Alcalá de Henares, and their carbon footprint generated in 2021 has been measured.
Therefore, with the aim of offsetting the tons of CO₂ emitted, the protection of a primeval forest of one hundred thousand hectares has been carried out in Madre de Dios, Peru, in a key area for biodiversity and the sustainable development of the local communities.
Food companies highlight that this compensation project has the most prestigious validations of the Voluntary Carbon Market (MVC): Verified Carbon Standard (VCS) and Climate Community and Biodiversity Standard (CCBS).
These activities have been carried out since 2019, when the Restaurants Brands Iberia group, owner of Burger King and Popeyes, has developed various sustainability projects.
As an example, more than 400 Free Standing establishments of the group incorporate sustainable systems, designs and materials. And thanks to its adherence to the #PorElClima initiative, the company is measuring the impact of these techniques throughout the system.
It is not the first brand that is working closely to care for the environment, as companies like McDonald’s, owned by Arcos Dorados, which has also been developing projects to combat climate change.
Or even in the fashion industry, firms like Adidas, Nike, Prada, among others, use more environmentally friendly materials in their products.
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