{"id":242188,"date":"2016-05-26T00:00:00","date_gmt":"2016-05-25T23:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/sustainability-drives-sales\/"},"modified":"2021-11-05T18:31:23","modified_gmt":"2021-11-05T18:31:23","slug":"sustainability-drives-sales","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/es\/sustainability-drives-sales\/","title":{"rendered":"La sostenibilidad impulsa las ventas"},"content":{"rendered":"<p><strong>La sostenibilidad genera hasta un 13% de las ventas en t\u00e9rminos de contenido explicativo. As\u00ed lo confirma un nuevo estudio realizado por <a href=\"http:\/\/www.serviceplan-corporate-reputation.com\" target=\"_blank\" rel=\"noopener\">Reputaci\u00f3n corporativa de Serviceplan<\/a> agencia de comunicaci\u00f3n en colaboraci\u00f3n con <a href=\"http:\/\/www.biesalski-company.com\" target=\"_blank\" rel=\"noopener\">Biesalski &amp; Company<\/a> de gesti\u00f3n. Pro Carton habl\u00f3 con Joachim Sch\u00f6pfer, de Serviceplan, sobre la importancia del envasado.<\/strong><\/p>\n<p>Para el estudio se encuest\u00f3 a m\u00e1s de 8.100 compradores y clientes de 104 empresas de 16 sectores industriales. El objetivo era mostrar c\u00f3mo las marcas pueden aumentar su valor a trav\u00e9s de la sostenibilidad, a\u00f1adiendo una contribuci\u00f3n visible a la satisfacci\u00f3n de necesidades idealistas, es decir, en la forma en que son percibidas por los clientes.<\/p>\n<p><span class=\"black_text_large\">La reputaci\u00f3n marca la diferencia<\/span><br \/>\n\"En nuestro estudio hemos podido confirmar que la reputaci\u00f3n es un factor decisivo en mercados saturados e indiferenciados\", explica Joachim Sch\u00f6pfer, de Serviceplan. \"Si la oferta de productos se vuelve m\u00e1s similar e intercambiable, es la reputaci\u00f3n la que asume el papel de valor a\u00f1adido de una marca: orienta y crea confianza\".<\/p>\n<p>La cuantificaci\u00f3n del efecto financiero de la sostenibilidad se basa en el principio de comparar la sostenibilidad percibida de una empresa y el comportamiento de compra desde el punto de vista del consumidor. De este modo se puede responder a la siguiente pregunta: \u00bfuna mayor disposici\u00f3n a comprar o una mayor intensidad de compra relacionada con las ofertas de una empresa puede explicarse porque los consumidores perciben que la empresa est\u00e1 m\u00e1s \"orientada a la sostenibilidad\"?<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-119403\" style=\"width: 900px!important;\" src=\"https:\/\/www.procarton.com\/wp-content\/uploads\/2021\/02\/Ranking_en.jpg\" alt=\"Clasificaci\u00f3n_es\" width=\"900\" height=\"864\" \/><\/p>\n<p>\u00a9 2016 Serviceplan \/ Biesalski &amp; Company<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\"black_text_large\">M\u00e1s ventas gracias a la sostenibilidad<\/span><br \/>\nAlexander Biesalski: \"El estudio muestra que la imagen de sostenibilidad ya est\u00e1 contribuyendo significativamente a las ventas en numerosos sectores empresariales y empresas. Pero tambi\u00e9n muestra que a\u00fan queda mucho por hacer y que no se ha alcanzado en absoluto todo el potencial.\"<\/p>\n<p>Una de las principales conclusiones del estudio es que las ventas generadas por la sostenibilidad son siempre aditivas. Por tanto, la percepci\u00f3n positiva de la sostenibilidad no se consigue a costa de otra cosa, sino que siempre crea ventas adicionales. Y esto es lo que hace que este factor diferenciador sea muy interesante.<\/p>\n<p><span class=\"black_text_large\">La credibilidad cuenta<\/span><br \/>\nEl estudio tambi\u00e9n determina con gran detalle lo que los consumidores entienden por el t\u00e9rmino sostenibilidad. Mediante un an\u00e1lisis factorial, las declaraciones de los encuestados se agruparon en torno a temas. El resultado del gr\u00e1fico es, por tanto, m\u00e1s un \"mapa de la sostenibilidad\" en la cabeza de los consumidores que una mera lista de temas preguntados.<\/p>\n<p>Tambi\u00e9n se demostr\u00f3 que el umbral de \u00e9xito del marketing de sostenibilidad es relativamente bajo. Los consumidores no esperan la marca sostenible perfecta ni la empresa sostenible perfecta. Sin embargo, hay que dejar claro que la empresa va por el buen camino y esto hay que comunicarlo de forma cre\u00edble.<\/p>\n<p><span class=\"black_text_large\">El papel de los envases<\/span><br \/>\nEsto incluye tambi\u00e9n un envase armonioso. \"En mi opini\u00f3n, el envase desempe\u00f1a una funci\u00f3n importante, pero esta funci\u00f3n debe ser comunicada\", dice Joachim Sch\u00f6pfer. \"Con uno de nuestros clientes pudimos comprobar c\u00f3mo su envase se percib\u00eda considerablemente mejor que antes gracias a la comunicaci\u00f3n\".<\/p>\n<p>Los envases son un tema muy cr\u00edtico, ya que tarde o temprano hay que deshacerse de ellos. \"En la percepci\u00f3n del cliente, los envases ecol\u00f3gicos siempre se perciben como compostables. Y el cart\u00f3n, debido a su materia prima natural, es el material que m\u00e1s se ajusta a esta percepci\u00f3n. Si algo puede ser devuelto a un ciclo natural, entonces esto fomenta una mejor sensaci\u00f3n\".<\/p>\n<p>Conclusi\u00f3n: si se informa adecuadamente a los clientes sobre los avances -qu\u00e9 materiales se utilizan y por qu\u00e9, as\u00ed como lo respetuoso que se ha vuelto el envase con el medio ambiente-, esto constituye una forma muy eficaz de distinguirse a trav\u00e9s de la marca. \"Aqu\u00ed es posible obtener ventajas competitivas concretas frente a la competencia. En muchos sectores a\u00fan no se han reconocido las enormes posibilidades del envase y la comunicaci\u00f3n correspondiente. Sin duda, valdr\u00eda la pena reflexionar sobre el papel del envase dentro del concepto global\".<\/p>\n<p><em>Fuente:<\/em><br \/>\n<em>Entrevista: Joachim Sch\u00f6pfer, <a href=\"http:\/\/www.serviceplan-corporate-reputation.com\" target=\"_blank\" rel=\"noopener\">Plan de servicio<\/a><\/em><br \/>\n<em>Estudio: <a href=\"http:\/\/www.serviceplan.com\/de\/presse-detail\/sustainability-value-score.html\" target=\"_blank\" rel=\"noopener\">www.serviceplan.com\/de\/presse-detail\/sustainability-value-score.html<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>La sostenibilidad genera hasta un 13% de las ventas en t\u00e9rminos de contenido explicativo. As\u00ed lo confirma un nuevo estudio realizado por la agencia de comunicaci\u00f3n Serviceplan Corporate Reputation.<\/p>","protected":false},"author":1,"featured_media":242190,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[44,52],"tags":[51],"class_list":["post-242188","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends","category-sustainability","tag-studies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sustainability drives sales - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/es\/sustainability-drives-sales\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sustainability drives sales - Pro Carton\" \/>\n<meta property=\"og:description\" content=\"Sustainability generates up to 13 per cent of sales in terms of explanatory content. 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