{"id":189230,"date":"2024-03-05T11:31:05","date_gmt":"2024-03-05T10:31:05","guid":{"rendered":"https:\/\/ipmark.com\/?p=189230"},"modified":"2024-03-05T17:09:35","modified_gmt":"2024-03-05T16:09:35","slug":"nueve-marcas-espanolas-en-la-lista-de-las-500-con-mayor-percepcion-esg","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=189230","title":{"rendered":"Nueve marcas espa\u00f1olas en la lista de las 500 con mayor percepci\u00f3n ESG"},"content":{"rendered":"<p><strong>Las marcas espa\u00f1olas Zara, Santander, Mercadona, Movistar, Iberdrola, BBVA, El Corte Ingl\u00e9s, CaixaBank y Repsol forman parte de la lista de las 500 marcas con mayor percepci\u00f3n de sostenibilidad por parte de los consumidores a nivel global.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan el ranking que elabora cada a\u00f1o la consultora Brand Finance publicado en su informe Brand Finance Sustainability Perceptions Index, la marca de Inditex, <strong>Zara<\/strong>, es la marca espa\u00f1ola mejor posicionada, ocupando el puesto 100 con un valor de percepci\u00f3n de sostenibilidad de 1.534 millones de d\u00f3lares.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No obstante,<strong> es tambi\u00e9n la que mayor potencial de crecimiento cuenta, ya que el valor real de sus acciones de sostenibilidad la sit\u00faan en 1.700 millones<\/strong>, lo que indica, seg\u00fan el informe, que Zara est\u00e1 dejando ir m\u00e1s de 200 millones de d\u00f3lares en comunicaci\u00f3n de sostenibilidad.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En una misma situaci\u00f3n se encuentra <strong>Santander<\/strong>, segunda en la lista nacional, con un valor de percepci\u00f3n de sostenibilidad de 1.274 millones, cuando su valor real de sostenibilidad es de 1.400 millones. Ambas marcas espa\u00f1olas son, a gran distancia del resto, las que poseen mayor oportunidad de ganar valor mediante una mejor comunicaci\u00f3n en sostenibilidad.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Completan el Top 5, Mercadona<\/strong>, en el puesto 262, con un valor percibido de 660 millones;<strong> Movistar<\/strong>, en el puesto 304, con 579 millones; e <strong>Iberdrola<\/strong>, en el escal\u00f3n 343, con 519 millones. Tambi\u00e9n est\u00e1n presentes en la lista de las 500 marcas con mayor percepci\u00f3n de sostenibilidad <strong>BBVA (505 millones), El Corte Ingl\u00e9s (416 millones), CaixaBank (394 millones) y Repsol (378 millones).\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>A las puertas se han quedado Loewe y Mapfre<\/strong>, con un valor de percepci\u00f3n de sostenibilidad de 332 millones y 310 millones, respectivamente.\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"5efcc97a-0c49-4bd5-b8b1-b03960f42af9\" data-type=\"interactive\" data-title=\"MARCAS ESPA\u00d1OLAS EN LA LISTA DE LAS 500 CON MAYOR PERCEPCI\u00d3N DE SOSTENIBILIDAD\"><\/div>\n<p><script>!function(e,n,i,s){var d=\"InfogramEmbeds\";var o=e.getElementsByTagName(n)[0];if(window[d]&&window[d].initialized)window[d].process&&window[d].process();else if(!e.getElementById(i)){var r=e.createElement(n);r.async=1,r.id=i,r.src=s,o.parentNode.insertBefore(r,o)}}(document,\"script\",\"infogram-async\",\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\");<\/script><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLos consumidores suelen confiar bastante en la comunicaci\u00f3n de las marcas sobre sostenibilidad y el 62% cree en las afirmaciones sobre sostenibilidad que hacen las marcas\u201d, informa <strong>Pilar Alonso<\/strong>, <em>managing director<\/em> Iberia y Sudam\u00e9rica de<strong> Brand Finance<\/strong>. \u201cSin embargo, el 79% de los consumidores tambi\u00e9n afirmaron haber reducido su consumo de una marca al descubrir que actuaba de forma insostenible, lo que refuerza la necesidad imperiosa de que las marcas comuniquen de forma clara, aut\u00e9ntica y precisa\u201d, a\u00f1ade.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Microsoft, con la mayor brecha comunicativa<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Lidera el ranking de las 500 marcas con mayor percepci\u00f3n de sostenibilidad Apple, cuya valoraci\u00f3n alcanza los 33.300 millones, seguida de Microsoft, con 22.700 millones quien es tambi\u00e9n la que mayor valor de brecha de sostenibilidad tiene del ranking (una diferencia de 3.200 millones).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No es la \u00fanica, junto con Zara y Santader, que dejan perder valoraci\u00f3n por una menor comunicaci\u00f3n de sus acciones de sostenibilidad. Seg\u00fan la consultora,<strong> 85 de las 500 marcas del ranking est\u00e1n dejando de ganar m\u00e1s de 100 millones de d\u00f3lares<\/strong> por no comunicar m\u00e1s sus acciones de sostenibilidad, alcanzando un total de 25.000 millones.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Toyota, la mejor valorada entre los espa\u00f1oles<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El informe tambi\u00e9n analiza las marcas mejor valoradas en los criterios de Medioambiente, Social y Gobernanza (ESG) para los consumidores espa\u00f1oles. Toyota, Jeep e Iberia son las marcas con mayor puntuaci\u00f3n en el primer criterio; Prada, Toyota y Quechua, en Social; e Iberia, Porsche y Toyota en gobernanza.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zara, Santander, Mercadona, Movistar, Iberdrola, BBVA, El Corte Ingl\u00e9s, CaixaBank y Repsol forman parte de las 500 ense\u00f1as con mayor percepci\u00f3n de sostenibilidad a nivel global. <\/p>\n","protected":false},"author":29,"featured_media":189236,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2464,6067],"class_list":["post-189230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-comunicacion","tag-sostenibilidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nueve marcas espa\u00f1olas en la lista de las 500 con mayor percepci\u00f3n ESG - 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