{"id":286481,"date":"2023-04-21T11:03:13","date_gmt":"2023-04-21T10:03:13","guid":{"rendered":"https:\/\/www.procarton.com\/?p=286481"},"modified":"2023-04-21T13:53:03","modified_gmt":"2023-04-21T12:53:03","slug":"the-consumer-is-the-key-to-unlocking-the-circular-economy-we-must-listen-to-their-needs","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/es\/the-consumer-is-the-key-to-unlocking-the-circular-economy-we-must-listen-to-their-needs\/","title":{"rendered":"El consumidor es la clave para desbloquear la econom\u00eda circular: debemos escuchar sus necesidades"},"content":{"rendered":"
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Winfried Muehling, Director de Marketing y Comunicaci\u00f3n, Pro Carton<\/em><\/strong><\/p>\n

Este s\u00e1bado se celebra el D\u00eda de la Tierra 2023, un acontecimiento anual que tiene lugar el 22 de abril para demostrar el apoyo a la protecci\u00f3n del medio ambiente. Cualquier debate sobre la protecci\u00f3n del medio ambiente no estar\u00eda completo sin mencionar la econom\u00eda circular, un sistema en el que los productos, servicios y sistemas est\u00e1n dise\u00f1ados para maximizar su valor y minimizar los residuos.*<\/strong> - algo a lo que debemos aspirar si queremos lo mejor para el planeta.<\/p>\n<\/div>\n<\/section>\n<\/div>\n

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La clave para lograr una econom\u00eda circular es el consumidor.<\/h4>\n<\/div>\n<\/section>\n<\/div>\n
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El compromiso de los consumidores desempe\u00f1a un papel fundamental a la hora de facilitarlo, y las pol\u00edticas que promueven la econom\u00eda circular ser\u00e1n m\u00e1s eficaces si tienen en cuenta los factores que conforman el comportamiento individual y consideran de cerca sus demandas. En general, los consumidores quieren hacer lo correcto, pero los legisladores y las empresas deben proporcionar primero la plataforma que les permita actuar.<\/p>\n

Hemos visto c\u00f3mo se desarrollaba esta din\u00e1mica tras la propuesta de la Comisi\u00f3n Europea para modificar el Reglamento de Envases y Residuos de Envases (PPWR), que se centraba en la aplicaci\u00f3n de los envases reutilizables. Aunque los objetivos de la propuesta son bienintencionados y existen argumentos s\u00f3lidos a favor de los envases reutilizables como motor de la econom\u00eda circular, el panorama general es m\u00e1s complejo. Un nuevo informe de McKinsey titulado 'El impacto potencial de los envases reutilizables<\/a>La Comisi\u00f3n Europea ha llegado a la conclusi\u00f3n de que la imposici\u00f3n de objetivos estrictos en materia de envases reutilizables para 2030 afectar\u00e1 gravemente a la huella medioambiental de la UE, a la competitividad y a la capacidad de recuperaci\u00f3n de la econom\u00eda europea y, lo que es m\u00e1s importante, plantea interrogantes sobre el grado de cumplimiento por parte de los consumidores.<\/p>\n

Como ocurre con cualquier modelo de econom\u00eda circular, la aceptaci\u00f3n de los consumidores es fundamental. Pero al abogar por el modelo reutilizable, se corre el riesgo de alienar a los consumidores, con una serie de consideraciones sociales. En primer lugar, se les est\u00e1 pidiendo un cambio de h\u00e1bitos. Por ejemplo, en Alemania, los restaurantes de comida r\u00e1pida como McDonald's y Burger King, han instalado sistemas de dep\u00f3sito de envases reutilizables<\/a> en respuesta a la propuesta, que obliga a los consumidores a almacenar, enjuagar y devolver a la tienda los envases reutilizables para poder canjear su dep\u00f3sito. Esto plantea la cuesti\u00f3n de si los envases reutilizables son realmente la mejor soluci\u00f3n para toda la comida para llevar en Alemania.<\/p>\n

En segundo lugar, la adici\u00f3n de un dep\u00f3sito podr\u00eda desanimar a los consumidores al aumentar el precio de una comida econ\u00f3mica. En tercer lugar, crea incertidumbre en torno a la higiene de los alimentos, algo innegociable. \u00bfPueden confiar los consumidores en que sus envases reutilizables se lavar\u00e1n eficazmente, incluido el que devolvieron sin limpiar tras muchos d\u00edas de almacenamiento en casa o en el coche?<\/p>\n<\/div>\n<\/section>\n<\/div>\n

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Winfried Muehling, Director de Marketing y Comunicaci\u00f3n, Pro Carton<\/em><\/strong><\/p>\n<\/div>\n<\/section>\n<\/div>\n

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Los consumidores tambi\u00e9n quieren estar seguros de que las nuevas pol\u00edticas son mejores para el medio ambiente y econ\u00f3micamente viables a largo plazo. Sin embargo, el informe de McKinsey sugiere que \u00e9ste no es el caso del modelo reutilizable, ya que prev\u00e9 un aumento de las emisiones de CO2 de entre 140 y 160% y un incremento potencial de los costes de entre 80 y 130%, debido sobre todo al transporte y la limpieza.<\/p>\n

La verdad es que hay muchas pruebas que sugieren que el sistema de un solo uso se est\u00e1 ganando el coraz\u00f3n y la mente de los consumidores. Entre las conclusiones de nuestro 2022 estudios de consumo<\/a>, que evalu\u00f3 comparativamente las actitudes hacia el medio ambiente y los envases de m\u00e1s de 5.000 consumidores europeos, fue que \"f\u00e1cil de reciclar\" (85%), y \"hecho de materiales renovables\" (81%) fueron las dos principales consideraciones de envasado. Esto explicar\u00eda la calificaci\u00f3n de preferencia de los consumidores del cart\u00f3n de 86%, por encima de 81% en 2019, sobre el pl\u00e1stico. El medio de envasado econ\u00f3mica y ecol\u00f3gicamente equilibrado cuenta con una impresionante tasa de reciclaje de 82%**<\/strong>y, junto con su procedencia de bosques gestionados de forma sostenible, consolida sus credenciales como verdadero l\u00edder en circularidad y material de envasado m\u00e1s deseable a los ojos del consumidor.<\/p>\n

El estudio tambi\u00e9n muestra el alto nivel de confianza que los consumidores depositan en los productores de material de envasado y los propietarios de marcas para garantizar un futuro de soluciones de envasado circular. 92% de los consumidores en Europa ven la responsabilidad en los proveedores de envases y los propietarios de marcas, y solo 8% en el gobierno. Forzar un sistema de reutilizaci\u00f3n obligatorio socava la capacidad de las partes interesadas para innovar el camino hacia la circularidad.<\/p>\n

Si queremos alcanzar la circularidad, es vital que escuchemos al consumidor. Los materiales de envasado de un solo uso, dada su preferencia por los consumidores, desempe\u00f1ar\u00e1n un papel crucial junto al sistema reutilizable. Complementarios, no excluyentes. La Comisi\u00f3n Europea har\u00eda bien en reconocerlo.<\/p>\n

*<\/strong> https:\/\/www.zerowastescotland.org.uk\/circular-economy\/about<\/a><\/p>\n

**<\/strong> Eurostat, UE27, 2020<\/p>\n<\/div>\n<\/section>\n<\/div>","protected":false},"excerpt":{"rendered":"

Este s\u00e1bado se celebra el D\u00eda de la Tierra 2023, un acontecimiento anual que tiene lugar el 22 de abril para demostrar el apoyo a la protecci\u00f3n del medio ambiente.<\/p>","protected":false},"author":1286,"featured_media":286485,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79,52],"tags":[],"class_list":["post-286481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","category-sustainability"],"yoast_head":"\nThe consumer is the key to unlocking the circular economy \u2013 we must listen to their needs - Pro Carton<\/title>\n<meta name=\"description\" content=\"This Saturday, we will celebrate Earth Day 2023, an annual event on 22 April to demonstrate support for environmental protection.\" \/>\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\/the-consumer-is-the-key-to-unlocking-the-circular-economy-we-must-listen-to-their-needs\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The consumer is the key to unlocking the circular economy \u2013 we must listen to their needs - 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