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Brands have ended up in the midst of strong controversy when they make drastic decisions such as cutting down trees with which they seek to attract the attention of the consumer.
Tierra Garat’s move to seemingly supplant a tree with a potted plant is a unique case of how brands are standing out in the market.
Just as brands end up cutting down trees so that their stores are easily identifiable, there are other brands that engage in environmental activism.
A bad practice in a physical point of sale has gotten Earth Garatwhen it was denounced on social networks that to show the logo of one of its stores, the brand carried out felling of a tree that was planted on the sidewalk, to allow your marquee to shine.
In the complaint made in networks, it was regretted that the old tree was replaced by a plant in a pot, which has led to anger against the occurrence of the brand.
The actions where physical stores end up carrying out bad practices to highlight their image, have listed all kinds of background and cases, which remind us of the excesses committed by these brands, to stand out to the consumer.
Tierra Garat and a bad decision
A bad decision by Tierra Garat has put the brand in trouble, after it apparently pruned the tree that was outside one of its stores, according to records obtained with images of Google Maps and current.
In place of the tree, the brand allegedly placed a plant in a pot, which has ended up angering critics of the brand for pruning the tree.
Long ago those of @TierraGarat They felled that tree in perfect condition just so that its sign could be seen, now they put a twig to the side as if that would remedy their shit. pic.twitter.com/xJn4QV1jEW
– Dafne Peña (@Dafneconefe) March 31, 2022
The story is priceless and reminds us of the value of social responsibility on the part of a brand, especially through its points of sale and when this relationship between brands and consumers is increasingly valuable through decisions that have a positive impact on environment.
In 2020, an important case of how Savings Pharmacies ended up in a trial for the probable commission of the crime of felling trees, in order to open parking boxes in its branches.
According to information presented by complainants against the pharmacy, the brand probably felled up to 1,804 trees to be able to have parking spaces in 407 branches, of which 32 were in Mexico City.
From activism to bad practices
The contrast of the measures taken by brands and that range from social responsibility to bad practices against the environment have been a very important topic of analysis today, especially because these are decisions that today have to impact on the market.
There is no doubt that more and more activities are established that help to understand communication activities and the most important thing is that it determines the ability to understand what is worth in the market and not only that, to establish challenges before which they have to be preparing the brands, starting from a very simple situation: be consistent with the values and philosophy of a brand.
When Edelman asked consumers if brands should take up activism, the interest in achieving this grew in a single year and based on the study it carried out in China, Brazil, India, France, Japan, the United States, the United Kingdom and Germany , interest rose from 51 percent to 64 percent.
The action is not wasted to understand and helps us to see the challenge that brands have today, when they have to think about how to stand out in the market and do it strategically.
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This only reflects the opinion of the consumer and the conversation that it generates in the digital pulse, for which Merca2.0 requested the position of the brand in order to tell both sides of the story; however, so far it has not been received. The note will be updated in case of a response.
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