Propósito o desproposito
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This document discusses the concept of corporate purpose versus pretext or "greenwashing". It provides examples of companies engaging in purpose-driven initiatives and questions how genuine these efforts are. A key point is that purpose should go beyond public relations and address a company's entire operations and priorities, including lobbying activities. Various videos and frameworks for analyzing corporate purpose are referenced. The document advocates for aligning business models with goals like environmentalism and human rights to establish truly purpose-driven organizations.
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Propósito o desproposito
- 1. Ezequiel Triviño - Fundador y Director Creativo - Wikreate Labs ¿Propósito o despropósito? Colegio de Publicitarios y RRPP. Comunidad Valenciana
- 9. We’re entering an Age of Transcendence, as people increasingly search for higher meaning in their lives, not just more possessions. This is transforming the marketplace, the workplace, the very soul of capitalism. Increasingly, today’s most successful companies are bringing love, joy, authenticity, empathy, and soulfulness into their businesses: they are delivering emotional, experiential, and social value–not just profits. Firms of Endearment illuminates this, the most fundamental transformation in capitalism since Adam Smith. It’s not about “corporate social responsibility”: it’s about building companies that can sustain success in a radically new era. It’s about great companies like IDEO and IKEA®, Commerce Bank and Costco®, Wegmans and Whole Foods®: how they earn the powerful loyalty and affection that enables truly breathtaking performance.
- 11. Misión
- 15. “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
- 16. “To organize the world’s information and make it universally accessible and useful.”
- 17. “To refresh the world…To inspire moments of optimism and happiness.”
- 18. Propósito
- 26. Greenwashing is the process of conveying a false impression or providing misleading information about how a company's products are more environmentally sound. Greenwashing is considered an unsubstantiated claim to deceive consumers into believing that a company's products are environmentally friendly
- 27. Litmus test / Prueba algodón
- 29. Don’t let it fool you Greenpeace developed four criteria for greenwashing based on a 4 Point C.A.R.E. checklist. The acronym “C.A.R.E.” stands for - Core business, - Advertising record, - Research and development funding, and - Environmental lobbying.
- 30. Core Business If the core business is environmentally destructive, likely the company’s environmental message is tainted with disinformation and self-interest.
- 31. Advertising record When an organization’s advertising budget is larger than its budget for environmental improvement, their motives should be questioned.
- 32. Research and Development Funding By questioning a company’s research and development budget of environmentally preferable products and services, you can tell fairly quickly how serious they are about their greenwashing message.
- 33. Environmental Lobbying Ask yourself, if a company lobbies against regulations that would reduce pollution or limit environmental degradation. This is often a sign that they are likely engaging in double-speak, spinning a green tale for you, while supporting dirty methods at the same time.
- 40. ¿Te lo crees? ¿Propósito o posicionamiento? ¿Propósito o RRPP? ¿Propósito o MeToo?
- 56. https://www.reasonwhy.es/actualidad/el-bosque-de-la-publicidad-iniciativa-adglow-plantacion-arboles
- 60. ¿Qué hay de lo mio?
- 64. Essence of the message • Empowerment • Equality • Solidarity • Diversity and Inclusion • Environmental respect • Respect for Animal Rights • Academic Values • Sporting Values • Family Values • Civic Values
- 65. Human Rights •Human Rights •Liberty •Reducing Inequalities •Anti Discrimination •Right to Life •Justice •Family •Freedom of thought, opinion and expression •Democracy •Social Security •Right to work •Right to education •Civism •Right to Privacy
- 66. Planet • Climate action • Protecting life on land • Protecting underwater life • Promoting clean water and sanitation • Promoting affordable and clean energy • Promoting sustainable cities and communities • Responsible consumption and production
- 67. Institutional Communications • Corporate and Institutional Communications of NGOs • Corporate and Institutional Communications of Governmental Associations. • Corporate and Institutional Communications of Associations, Groups and Communities
- 68. Design for a better world • Eco friendly and sustainable packaging • Eco friendly and sustainable advertising • Design solutions for a better world: Indoor • Design solutions for a better world: Outdoor
- 69. Causes • Fundraising and advocacy • Partnerships to achieve goals
- 70. Society • Childhood • Responsible communications • Prosperity and infrastructure • Art and Culture development • Stop War • Hunger • Poverty • Campaign again Sexual Explotation and Abuse
- 71. Health and Wellness • Health and Wellness education and awareness • Animal health, education and awareness • Mental health, education and awareness • Sexual and reproductive health, education and awareness • Organ donation, education and awareness • Alcoholism, education and awareness • Tobacco addictions, education and awareness • Substance use disorders, education and awareness • Other addictions, education and awareness
- 72. Marcas y ONG´s
- 74. B Corporations
- 82. Pide tu Carta Astral Gratis Escribe a argosastal@argosastral.com Recibiras un link y una clave. Introducela junto con los datos de la mascotas y en un par de días la recibirás en tu correo.
- 84. Muchas Gracias