{"id":26139,"date":"2024-02-26T16:36:47","date_gmt":"2024-02-26T15:36:47","guid":{"rendered":"https:\/\/www.dogoodpeople.com\/?p=26139"},"modified":"2024-02-26T16:38:05","modified_gmt":"2024-02-26T15:38:05","slug":"reemplazar-el-greenhushing-por-una-estrategia-de-sostenibilidad","status":"publish","type":"post","link":"https:\/\/www.dogoodpeople.com\/es\/tendencias-rsc\/reputacion-sostenible\/reemplazar-el-greenhushing-por-una-estrategia-de-sostenibilidad\/","title":{"rendered":"Reemplazar el greenhushing por una estrategia de sostenibilidad"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26139\" class=\"elementor elementor-26139 elementor-26094\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-56c4c1e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"56c4c1e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a9ca808\" data-id=\"a9ca808\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e4c4c9 elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"1e4c4c9\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;,&quot;h3&quot;,&quot;h4&quot;,&quot;h6&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;no_headings_message&quot;:&quot;No se ha encontrado ning\\u00fan encabezado en esta p\\u00e1gina.&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tLo que encontrar\u00e1s\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__1e4c4c9\" aria-expanded=\"true\" aria-label=\"Abrir la tabla de contenidos\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__1e4c4c9\" aria-expanded=\"true\" aria-label=\"Cerrar la tabla de contenidos\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__1e4c4c9\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0a9a994 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0a9a994\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9216b7e\" data-id=\"9216b7e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7ec1543 elementor-widget elementor-widget-text-editor\" data-id=\"7ec1543\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>El \u00abgreenhushing\u00bb puede llevar a las empresas a caer en el greenwashing, pero no hay necesidad de ocultar las acciones sostenibles si contamos con una estrategia de sostenibilidad corporativa s\u00f3lida.<\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ecbf727 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ecbf727\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-41c597f\" data-id=\"41c597f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-266ccdd elementor-widget elementor-widget-text-editor\" data-id=\"266ccdd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ser acusado de <strong>greenwashing<\/strong> es uno de los golpes m\u00e1s duros que las empresas pueden asumir contra la reputaci\u00f3n de su marca. De hecho, se ha demostrado que afecta tanto a las ventas como al respaldo de los grupos de inter\u00e9s. <\/p>\n<p>A la luz de este miedo, muchas organizaciones recurren al <strong><a href=\"https:\/\/www.dogoodpeople.com\/es\/tendencias-rsc\/reputacion-sostenible\/que-es-el-green-hushing\/\">greenhushing<\/a><\/strong>, que aunque parece inofensivo, en realidad puede provocar r\u00e1pidamente reacciones negativas, ya que demuestra que la empresa en cuesti\u00f3n tiene algo que ocultar con respecto a sus pr\u00e1cticas sostenibles. <\/p>\n<p>Trabajar en <strong>una estrategia de sostenibilidad s\u00f3lida<\/strong> es una forma mucho mejor (aunque no la m\u00e1s f\u00e1cil) de evitar el silencio verde y luchar contra el greenwashing. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9749ea2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9749ea2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8286078\" data-id=\"8286078\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3b0fd3d e-transform elementor-widget elementor-widget-image\" data-id=\"3b0fd3d\" data-element_type=\"widget\" data-settings=\"{&quot;_transform_scale_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0.7,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_scale_effect_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-ariel-knox-4883086-1024x682.jpg\" class=\"attachment-large size-large wp-image-26121\" alt=\"sustainability strategy\" srcset=\"https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-ariel-knox-4883086-1024x682.jpg 1024w, https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-ariel-knox-4883086-300x200.jpg 300w, https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-ariel-knox-4883086-768x512.jpg 768w, https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-ariel-knox-4883086.jpg 1280w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-558f49e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"558f49e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-946617c\" data-id=\"946617c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8b3a930 elementor-widget elementor-widget-heading\" data-id=\"8b3a930\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Por qu\u00e9 las empresas deber\u00edan evitar el greenhushing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fb9a7d1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fb9a7d1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9d020ab\" data-id=\"9d020ab\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3caf79c elementor-widget elementor-widget-text-editor\" data-id=\"3caf79c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Greenhushing se refiere a <strong>no informar o comunicar deliberadamente<\/strong> las pr\u00e1cticas y el desempe\u00f1o sostenibles de una empresa. La raz\u00f3n principal de esto es el miedo a sufrir reacciones negativas por no hacer lo suficiente o no hacer lo correcto. <\/p>\n<p>Este es un miedo racional si tenemos en cuenta las consecuencias de ser acusado de greenwashing y el da\u00f1o que tiene en la reputaci\u00f3n de la empresa; sin embargo, el silencio verde tiene sus propias consecuencias. <\/p>\n<p>Optar por permanecer en silencio tal vez no genere reacciones negativas sobre c\u00f3mo o por qu\u00e9 se est\u00e1n tomando ciertas iniciativas verdes, pero crear\u00e1 <strong>un sentimiento de desconfianza<\/strong> entre los grupos de inter\u00e9s, que a largo plazo podr\u00eda causar a\u00fan m\u00e1s da\u00f1o. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b56891b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b56891b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6512eb3\" data-id=\"6512eb3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cf0090a elementor-cta--skin-cover elementor-animated-content elementor-bg-transform elementor-bg-transform-zoom-in elementor-widget elementor-widget-call-to-action\" data-id=\"cf0090a\" data-element_type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta\">\n\t\t\t\t\t<div class=\"elementor-cta__bg-wrapper\">\n\t\t\t\t<div class=\"elementor-cta__bg elementor-bg\" style=\"background-image: url(https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/01\/pexels-scott-webb-1048033-1024x682.jpg);\" role=\"img\" aria-label=\"EU sustainability\"><\/div>\n\t\t\t\t<div class=\"elementor-cta__bg-overlay\"><\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<h5 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item elementor-animated-item--grow\">\n\t\t\t\t\t\tGu\u00eda para evitar el greenwashing\t\t\t\t\t<\/h5>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__description elementor-cta__content-item elementor-content-item elementor-animated-item--grow\">\n\t\t\t\t\t\t<p>Comprendiendo los numerosos matices del greenwashing, sus consecuencias y c\u00f3mo evitar estas pr\u00e1cticas nocivas.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__button-wrapper elementor-cta__content-item elementor-content-item elementor-animated-item--grow\">\n\t\t\t\t\t<a class=\"elementor-cta__button elementor-button elementor-size-xs\" href=\"https:\/\/www.dogoodpeople.com\/es\/guias-ods-empresas\/guia-para-evitar-el-greenwashing\/\">\n\t\t\t\t\t\tDescarga la gu\u00eda aqu\u00ed\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f548429 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f548429\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-459a309\" data-id=\"459a309\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4a21a52 elementor-widget elementor-widget-text-editor\" data-id=\"4a21a52\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Por lo tanto, evitar el greenhushing no s\u00f3lo es beneficioso para la reputaci\u00f3n de la empresa, sino que en realidad es lo que la gente est\u00e1 pidiendo. De hecho, un estudio reciente demostr\u00f3 c\u00f3mo <a href=\"https:\/\/sheltongrp.com\/work\/Sustainability-Cultures\" target=\"_blank\" rel=\"noopener\">la gente en todo el mundo quiere escuchar y saber m\u00e1s sobre el viaje sostenible de las organizaciones.<\/a><\/p>\n<p>Esto nos hace creer que muchas veces es la falta de una estrategia de sostenibilidad s\u00f3lida lo que hace que las empresas elijan la ruta del silencio. Eso no quiere decir que todas sus iniciativas ecol\u00f3gicas sean malas, pero resultan menos genuinas cuando no est\u00e1n alineadas con el prop\u00f3sito de la empresa.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d1250ab elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d1250ab\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7727a53\" data-id=\"7727a53\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8c9c2ad elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8c9c2ad\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-36f8ce6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"36f8ce6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1e0af4d\" data-id=\"1e0af4d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-78fc34a elementor-blockquote--skin-quotation elementor-blockquote--align-left elementor-widget elementor-widget-blockquote\" data-id=\"78fc34a\" data-element_type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\t<i>Cuando la historia de sostenibilidad de la empresa est\u00e1 ligada a la estrategia corporativa y su prop\u00f3sito, es decir, si las pr\u00e1cticas ecol\u00f3gicas y sociales son parte de c\u00f3mo se est\u00e1 haciendo crecer y mejorar el negocio, se puede esperar poca o ninguna reacci\u00f3n negativa.&nbsp;<\/i>\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-575f3ec elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"575f3ec\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8b7ca64\" data-id=\"8b7ca64\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ce78678 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ce78678\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a236b1f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a236b1f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d1e38a8\" data-id=\"d1e38a8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4d5f22b elementor-widget elementor-widget-heading\" data-id=\"4d5f22b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">C\u00f3mo sustituir el greenhushing por una estrategia de sostenibilidad <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d81d7da elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d81d7da\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-46accbc\" data-id=\"46accbc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-394293d elementor-widget elementor-widget-text-editor\" data-id=\"394293d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Para nosotros est\u00e1 bastante claro que las comunicaciones sostenibles son imprescindibles para los stakeholders y, en consecuencia, para las empresas. Sin embargo, cuando dichas comunicaciones son simplemente parte de una iniciativa no relacionada con el prop\u00f3sito y los valores reales de la organizaci\u00f3n, pierden una gran parte de su impacto. <\/p>\n<p>Esto significa que las iniciativas sostenibles no pueden ser una responsabilidad o idea exclusiva de los departamentos de sostenibilidad, y mucho menos de los departamentos de marketing, sino que <strong>deben estar completamente integradas en toda la organizaci\u00f3n.<\/strong> <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2b81394 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b81394\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-28c14af\" data-id=\"28c14af\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-39a92f0 elementor-widget elementor-widget-text-editor\" data-id=\"39a92f0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Por lo tanto, la construcci\u00f3n de una estrategia de sostenibilidad deber\u00eda involucrar al nivel m\u00e1s alto de la empresa, llevando estas preocupaciones ecol\u00f3gicas y sociales a los equipos ejecutivos y los consejos de decisi\u00f3n. S\u00f3lo tiene sentido que el impacto que la empresa tiene en el planeta y en las personas forme parte de la estrategia empresarial general y que se debata al m\u00e1s alto nivel. <\/p>\n<p>Muchas empresas ya est\u00e1n avanzando en esta direcci\u00f3n, creando <strong>consejos espec\u00edficos de ESG.<\/strong> Sin embargo, el hecho de crear una estrategia de sostenibilidad no debe limitarse al cumplimiento o a los requisitos legales, sino que debe apuntar a crear valor a partir de pr\u00e1cticas sostenibles estrat\u00e9gicas. <\/p>\n<p>La conclusi\u00f3n es que las decisiones sobre sostenibilidad deben provenir de los niveles m\u00e1s altos de la organizaci\u00f3n. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b4ed519\" data-id=\"b4ed519\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6cd04c0 elementor-widget elementor-widget-image\" data-id=\"6cd04c0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"1024\" src=\"https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-anete-lusina-4792503-684x1024.jpg\" class=\"attachment-large size-large wp-image-26117\" alt=\"sustainability strategy\" srcset=\"https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-anete-lusina-4792503-684x1024.jpg 684w, https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-anete-lusina-4792503-200x300.jpg 200w, https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-anete-lusina-4792503-768x1150.jpg 768w, https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-anete-lusina-4792503-1026x1536.jpg 1026w, https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-anete-lusina-4792503.jpg 1280w\" sizes=\"(max-width: 684px) 100vw, 684px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0361b71 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0361b71\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fc6610e\" data-id=\"fc6610e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2975142 elementor-widget elementor-widget-text-editor\" data-id=\"2975142\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Cuando la historia de sostenibilidad de la empresa est\u00e1 ligada a la estrategia corporativa y su prop\u00f3sito, es decir, si las pr\u00e1cticas ecol\u00f3gicas y sociales son parte de c\u00f3mo se est\u00e1 haciendo crecer y mejorar el negocio, se puede esperar poca o ninguna reacci\u00f3n negativa. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5bf94d7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5bf94d7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e7dcbae\" data-id=\"e7dcbae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0da045d elementor-widget elementor-widget-heading\" data-id=\"0da045d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Involucra a los empleados en la estrategia de sostenibilidad<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c7a8ff elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c7a8ff\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-35a44ae\" data-id=\"35a44ae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0d8ed17 elementor-widget elementor-widget-text-editor\" data-id=\"0d8ed17\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En DoGood, nuestro objetivo es <strong>simplificar la red tan compleja de objetivos de sostenibilidad<\/strong> para las empresas, ofreciendo una plataforma que traduce los objetivos ESG (ambientales, sociales y de gobernanza) de alto nivel en tareas ejecutables para cada empleado. <\/p>\n<p>Entonces, cada empleado no s\u00f3lo sabe c\u00f3mo generar un impacto, sino que tambi\u00e9n se siente capacitado para contribuir significativamente a una estrategia sostenible mayor. <\/p>\n<p>No m\u00e1s directivas confusas. <strong>DoGood automatiza el proceso,<\/strong> lo que permite que los empleados sepan con precisi\u00f3n qu\u00e9 pasos tomar. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Lo que encontrar\u00e1s El \u00abgreenhushing\u00bb puede llevar a las empresas a caer en el greenwashing, [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":26098,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[],"class_list":["post-26139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reputacion-sostenible"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reemplazar el greenhushing por una estrategia de sostenibilidad - DoGood People<\/title>\n<meta name=\"description\" content=\"El &quot;greenhushing&quot; puede convertirse r\u00e1pidamente en &quot;greenwashing&quot;; he aqu\u00ed por qu\u00e9 las empresas necesitan desarrollar una estrategia de sostenibilidad corporativa.\" \/>\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.dogoodpeople.com\/es\/tendencias-rsc\/reputacion-sostenible\/reemplazar-el-greenhushing-por-una-estrategia-de-sostenibilidad\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reemplazar el greenhushing por una estrategia de sostenibilidad\" \/>\n<meta property=\"og:description\" content=\"El &quot;greenhushing&quot; puede convertirse r\u00e1pidamente en &quot;greenwashing&quot;; he aqu\u00ed por qu\u00e9 las empresas necesitan desarrollar una estrategia de sostenibilidad corporativa.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dogoodpeople.com\/es\/tendencias-rsc\/reputacion-sostenible\/reemplazar-el-greenhushing-por-una-estrategia-de-sostenibilidad\/\" \/>\n<meta property=\"og:site_name\" content=\"DoGood People\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-26T15:36:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-26T15:38:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dogoodpeople.com\/wp-content\/uploads\/2024\/02\/pexels-fauxels-3182744.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"853\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Natalia Mart\u00ednez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Natalia Mart\u00ednez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" 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