We have the opportunity to change the mindset of both brands and consumers. Being sustainable means being responsible with new generations, fostering healthy social relationships and avoiding damaging resources that have taken centuries to form. Creating a positive impact, not only environmentally, but economically and socially as well.
Sustainability in the business world, therefore, refers to the ability to carry out activities over a long period of time, taking into account social, economic and environmental criteria that ensure business continuity.
Because sustainability is an integral issue, which concerns the entire organizational structure, and must be within the DNA of the company: involving every person from the CEO to the newly hired employees.
A culture of sustainability is not talked about, it is practiced. It is achieved with the commitment of all employees who have internalized the brand’s values and live it every day. At the end of the day, talking about sustainability is fine, but implementing strategies and policies to live sustainability is better.
It is a journey of no return, in which awareness campaigns play a key role.
Responsibility should not only lie with companies, but also with the public sector, the media and of course civil society.
Consumers are becoming more and more aware of sustainability and are looking for products and services from companies that are committed to the environment.
At TOTEM Branding, we are proud to have been able to help the Campofrío Frescos team redefine its sustainability strategy, jointly develop a new communication framework to inspire and involve its teams, create its “sustainability story” and establish an action plan, without short-termism, for this benchmark company.
We are very grateful to CFF for their confidence in TOTEM and for making facts speak louder than words.