Sustainability is an opportunity for companies to enhance well-being | Economy | America Edition

A study by Truth Central, the consumer intelligence unit of McCann Worldgroup, found that sustainability and wellness are directly linked, which is why 87% of respondents believe all companies need to think more about the health, wellness and well-being of people.

This is how The Truth About the Well World report breaks down, indicating that 82% of those asked believe that creating a well-being world is the most important challenge in the next 20 years and 70% would like more support to be able to achieve this Long-awaited luxury.

McCann’s strategist, Paula Ciabato, assured Efe that “the impact humans have had on the planet is becoming more and more visible in the sense that we have advanced as humankind in many things, but at the expense of the environment.”

“We’ve left aside things like quality of life, mental health, things that have nothing to do with the economy, but have a huge impact on our lives. And companies are beginning to realize that it’s not just about economic growth, because what’s good is a rich society or a rich society when it gets hurt. His family is depressed and sick.”

Sustainability in Latin America

In Latin America, according to the survey, 45% of people consider companies and brands to be among the actors with the greatest responsibility for reversing climate change.

“We have seen how climate change in Latin America, in particular, has affected the well-being and health of people. For example, today in Colombia we have experienced nearly six months of La Niña, with heavy rains and overflowing rivers,” the expert said. welfare of the people.

In this sense, he emphasized that in this context companies can play an “important role”, because “there is an interesting source of action because people are willing to do something and what happens is that they have no idea how to do it.”

“Companies can provide tools for people. And here is a problem I would like to highlight which is the transition from telling stories to creating stories (…) meaning that the advertising message is no longer enough for a company now action is necessary. People are waiting for concrete actions in which they can participate,” explained Siabatto.

The study notes that in Latin America for 29% of those surveyed, sustainability is about protecting the environment and 20% is a way of life.

He stressed that “what the report shows is the direct relationship between sustainability and people’s well-being. If your food company, for example, cares about people’s well-being, it is much easier for you to help people achieve well-being.”

In this sense, well-being expectations are also high in large markets such as Mexico and Brazil, where 77% of those asked feel that brands should have a responsibility to help change the general well-being of people.

That is why, in Ciabato’s opinion, given the high rates of inequality in Latin America and the few solutions that exist, companies stand as a major player because they “have financial strength” and, moreover, “the strength as a brand to convey a message and educate consumers”.

“Today, sustainability is imperative because when you integrate a consistent sustainability strategy, you are more profitable and you have a higher brand preference,” he concluded.

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