{"id":242394,"date":"2018-12-04T00:00:00","date_gmt":"2018-12-04T00:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/sustainability-a-concept-from-yesterday-or-for-tomorrow\/"},"modified":"2021-11-05T18:08:43","modified_gmt":"2021-11-05T18:08:43","slug":"sustainability-a-concept-from-yesterday-or-for-tomorrow","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/es\/sustainability-a-concept-from-yesterday-or-for-tomorrow\/","title":{"rendered":"Sostenibilidad: \u00bfun concepto de ayer o de ma\u00f1ana?"},"content":{"rendered":"<p><strong>En el evento de marketing de Pro Carton\/PROPAK Austria, celebrado en octubre de 2018, el director general de Fairtrade Austria, Hartwig Kirner, dej\u00f3 claro que la econom\u00eda del reciclaje del futuro ya ha comenzado y que el \u00e9xito ya no es concebible sin productos sostenibles. Fairtrade vendi\u00f3 $8,49 mil millones de productos en todo el mundo en 2017.<\/strong><\/p>\n<p>Solo en 2017, las ventas aumentaron un 8%. El movimiento comenz\u00f3 en 1988 en los Pa\u00edses Bajos. En la actualidad, Fairtrade International coopera con 1,6 millones de agricultores en 75 pa\u00edses. Hartwig Kirner procede de la industria de productos de marca y en los \u00faltimos 11 a\u00f1os ha convertido a Fairtrade en una de las marcas m\u00e1s importantes de Austria.<\/p>\n<h3>Evoluci\u00f3n positiva<\/h3>\n<p>\"En contra de la opini\u00f3n popular, el mundo ha evolucionado muy positivamente en los \u00faltimos a\u00f1os: Hay menos pobreza, el 80% de las personas saben leer y escribir y en Bangladesh la tasa de natalidad por mujer ha descendido a 2,3 hijos. Sin embargo, la mayor\u00eda de la poblaci\u00f3n mundial cree que el mundo ha empeorado en los \u00faltimos a\u00f1os, especialmente en Europa.\"<\/p>\n<p>\"Mucha gente cree que antes las cosas eran mejores, pero eso no es cierto. La pobreza aqu\u00ed tambi\u00e9n estaba mucho m\u00e1s extendida que hoy, un apartamento de dos habitaciones para siete u ocho personas no era raro, y la mayor\u00eda de la gente ten\u00eda que trabajar muy duro f\u00edsicamente en la agricultura. A menudo se oye decir: nada parece funcionar, el mundo est\u00e1 cada vez peor. Pero la realidad es completamente diferente. Si trabajas para hacer del mundo un lugar mejor, se convierte en un lugar mejor. Eso significa: \u00a1los bienhechores son realistas!\".<\/p>\n<p>El Comercio Justo se ha fijado como objetivo mejorar la situaci\u00f3n de las peque\u00f1as familias campesinas de Am\u00e9rica Latina, \u00c1frica y Asia. \"No se trata de caridad, sino de recompensar justamente a las personas que fabrican productos para nosotros. Tenemos tres pilares de sostenibilidad en nuestras carteras de venta: regionalidad, agricultura ecol\u00f3gica y comercio justo\".<\/p>\n<h3>La confianza de los consumidores<\/h3>\n<p>\"Hoy en d\u00eda, el 62% de las personas dicen que buscan apoyo en la vida. La confianza en las instituciones establecidas ha disminuido. Por eso la sostenibilidad es cada vez m\u00e1s importante. Hay un gran anhelo de productos honestos y puros. La evoluci\u00f3n de las ventas de productos de comercio justo ya era muy positiva a principios de nuestro milenio, pero el crecimiento se ha disparado pr\u00e1cticamente desde la crisis econ\u00f3mica. En los \u00faltimos cinco a siete a\u00f1os, el tema de la sostenibilidad ha cobrado un enorme impulso\".<\/p>\n<p>El 79% de los consumidores conf\u00eda en la marca Fairtrade. \"Es importante que no nos quedemos quietos, sino que sigamos avanzando. Nunca debe haber ni siquiera un atisbo de sospecha de que algo no va bien. Sobre todo si se est\u00e1 bien posicionado como industria en lo que respecta a la sostenibilidad, hay que trabajar mucho en el tema\".<\/p>\n<p>Las encuestas muestran que la gente quiere comprar cada vez m\u00e1s productos de Comercio Justo. \"Casi tres cuartas partes de la gente dice que quiere comprar productos de Comercio Justo. S\u00e9 que esto es un deseo, pero demuestra que esta tendencia est\u00e1 ganando en importancia en la sociedad. En Austria, la marca Fairtrade es ahora una de las 25 principales\".<\/p>\n<h3>Aprovechar las oportunidades<\/h3>\n<p>\"No se puede decir lo suficiente, la sostenibilidad es un tema muy candente. El sector alimentario es actualmente un verdadero motor en este sentido y est\u00e1 tomando muchas iniciativas. Ya no se trata de lavado verde, sino de esfuerzos reales, porque el comercio es el que mejor entiende a sus consumidores y sabe lo que quieren. El tema de la sostenibilidad ha llegado al n\u00facleo de la sociedad. El tema de los pl\u00e1sticos se ha convertido en una de las mayores megatendencias de la sociedad: la oportunidad de posicionar el cart\u00f3n frente al pl\u00e1stico es mayor que nunca\".<\/p>\n<p>\"Pero yo advertir\u00eda que no hay que predicar con el dedo \u00edndice de advertencia. Los consumidores no lo aprecian. En Fairtrade dejamos de hacerlo hace muchos a\u00f1os. Se\u00f1alar siempre los problemas frustra a la gente. Quieren tener una imagen positiva, y en Fairtrade tambi\u00e9n vemos que se nos escucha mucho m\u00e1s cuando nos centramos en los aspectos positivos de una estrategia de sostenibilidad. La industria del cart\u00f3n y de los envases de cart\u00f3n debe mostrar lo que sus productos pueden hacer. Ha llegado el momento del cart\u00f3n, pero esta oportunidad debe aprovecharse tambi\u00e9n para reforzar la ecolog\u00eda\".<\/p>\n<p>\"Cuando miro c\u00f3mo el mundo ha cambiado para mejor en los \u00faltimos a\u00f1os, me enorgullece ver en este evento c\u00f3mo el tema de los envases se est\u00e1 discutiendo en una excelente plataforma y c\u00f3mo se est\u00e1 trabajando en soluciones positivas. Estoy encantado de que la industria del cart\u00f3n y el envase se tome realmente en serio la sostenibilidad\".<\/p>","protected":false},"excerpt":{"rendered":"<p>En el evento de marketing de Pro Carton\/PROPAK Austria en octubre de 2018, el director general de Fairtrade, Hartwig Kirner, dej\u00f3 claro que la econom\u00eda del reciclaje del futuro ya ha comenzado.<\/p>","protected":false},"author":1,"featured_media":242395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79,52],"tags":[45],"class_list":["post-242394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","category-sustainability","tag-experts-it"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sustainability - a concept from yesterday or for tomorrow? - 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-a-concept-from-yesterday-or-for-tomorrow\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sustainability - a concept from yesterday or for tomorrow? 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