{"id":228041,"date":"2025-10-10T12:30:12","date_gmt":"2025-10-10T10:30:12","guid":{"rendered":"https:\/\/ipmark.com\/?p=228041"},"modified":"2025-10-10T12:56:45","modified_gmt":"2025-10-10T10:56:45","slug":"dosis-2025-evento-reivindica-activismo-proposito-marcas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=228041","title":{"rendered":"Dosis 2025: el evento que reivindica el activismo y el prop\u00f3sito en las marcas"},"content":{"rendered":"<p data-start=\"700\" data-end=\"990\"><strong>Casa de Burgos se convirti\u00f3 este 7 de octubre en el punto de encuentro del marketing con conciencia. DOSIS 2025, organizado por MarketingDirecto.com, volvi\u00f3 a alzar la voz por el activismo en el mundo empresarial con un lema: <em data-start=\"955\" data-end=\"987\">\u201cDe la conciencia a la acci\u00f3n\u201d<\/em>.<\/strong><\/p>\n<p data-start=\"992\" data-end=\"1319\">El evento abri\u00f3 con una intervenci\u00f3n de <strong data-start=\"1083\" data-end=\"1104\">Javier Piedrahita<\/strong>, CEO &amp; Founder de <em data-start=\"1123\" data-end=\"1145\">MarketingDirecto.com<\/em>, quien inst\u00f3 a las marcas a asumir un compromiso real con la transparencia y los valores. \u201cEl consumidor ya no se conforma con mensajes vac\u00edos: exige coherencia\u201d, subray\u00f3.<\/p>\n<h2 data-start=\"1326\" data-end=\"1413\">Del like a la acci\u00f3n<\/h2>\n<p data-start=\"1415\" data-end=\"1684\">La primera mesa del d\u00eda, <em data-start=\"1440\" data-end=\"1493\">\u201cActivismo en redes sociales: del like a la acci\u00f3n\u201d<\/em>, reuni\u00f3 a representantes de marcas como <strong data-start=\"1534\" data-end=\"1596\">Cosmo5 Iberia, Tinder, VISA, Johnnie Walker, L\u2019Or\u00e9al Paris<\/strong> y <strong data-start=\"1599\" data-end=\"1612\">Singularu<\/strong>, en un debate sobre la necesidad de pasar del discurso a la pr\u00e1ctica.<\/p>\n<p data-start=\"1686\" data-end=\"2090\">A continuaci\u00f3n, <strong data-start=\"1702\" data-end=\"1719\">Esther Morell<\/strong> (Ilunion) defendi\u00f3 la diversidad y la inclusi\u00f3n como las verdaderas \u201cmonedas de cambio\u201d del marketing sostenible. En esa misma l\u00ednea, <strong data-start=\"1856\" data-end=\"1877\">Alberto Fern\u00e1ndez<\/strong> (Normmal) introdujo el concepto de <em data-start=\"1915\" data-end=\"1938\">Generaci\u00f3n Consciente<\/em>, un movimiento transversal que une a los consumidores por valores compartidos como la sostenibilidad, la justicia social y la coherencia empresarial.<\/p>\n<p data-start=\"2092\" data-end=\"2435\">La mesa \u201cVerde que te quiero verde: cuando el marketing abraza la sostenibilidad y viceversa\u201d reuni\u00f3 a portavoces de <strong data-start=\"2211\" data-end=\"2261\">The Body Shop Iberia, Camper, Vinted, 22Grados<\/strong> y <strong data-start=\"2264\" data-end=\"2280\">Gravity Wave<\/strong>, quienes compartieron sus aprendizajes sobre el impacto real de las estrategias de sostenibilidad y los retos de mantener su autenticidad a largo plazo.<\/p>\n<p data-start=\"2524\" data-end=\"2786\">Desde <strong data-start=\"2530\" data-end=\"2548\">Appinio Espa\u00f1a<\/strong>, <strong data-start=\"2550\" data-end=\"2567\">Teresa Martos<\/strong> expuso datos que confirman la importancia de la transparencia y la medici\u00f3n de resultados como generadores de confianza, y alert\u00f3 del coste reputacional del <em data-start=\"2725\" data-end=\"2734\">washing<\/em>, cuando el prop\u00f3sito se queda en mera apariencia.<\/p>\n<p data-start=\"2524\" data-end=\"2786\">Por su parte, <strong data-start=\"2802\" data-end=\"2823\">Estefan\u00eda Redondo<\/strong> (<em data-start=\"2825\" data-end=\"2834\">Bosquia<\/em>) reivindic\u00f3 la \u201ccuota de confianza\u201d como eje del marketing sostenible, recordando que solo el compromiso real y coherente permite a las marcas conectar con consumidores cada vez m\u00e1s exigentes.<\/p>\n<p data-start=\"3031\" data-end=\"3296\">En el panel \u201cSin \u00e9tica no hay para\u00edso: la confianza en la era de la IA\u201d, expertos de <strong data-start=\"3118\" data-end=\"3164\">Iberian Media, Just Eat, Fnac, Eltiempo.es<\/strong> y <strong data-start=\"3167\" data-end=\"3179\">Easy Jet<\/strong> abordaron los desaf\u00edos que plantea la inteligencia artificial en materia de \u00e9tica, datos y reputaci\u00f3n corporativa.<\/p>\n<p data-start=\"3298\" data-end=\"3597\">Entre las iniciativas con impacto social destac\u00f3 la presentaci\u00f3n de <strong data-start=\"3366\" data-end=\"3381\">Rosa Torres<\/strong> (Famosa), quien mostr\u00f3 el proyecto solidario <em data-start=\"3429\" data-end=\"3444\">Nancy Fallera<\/em>, una edici\u00f3n limitada de mu\u00f1ecas creadas junto al dise\u00f1ador <strong data-start=\"3505\" data-end=\"3524\">Eduardo Cervera<\/strong> para recaudar fondos en apoyo a los afectados por la DANA en Valencia.<\/p>\n<h2 data-start=\"3604\" data-end=\"3654\">Inspiraci\u00f3n y acci\u00f3n: el prop\u00f3sito como camino<\/h2>\n<p data-start=\"3656\" data-end=\"3907\">La sesi\u00f3n vespertina arranc\u00f3 con una entrevista a <strong data-start=\"3706\" data-end=\"3723\">Emilio Garc\u00eda<\/strong>, <em data-start=\"3725\" data-end=\"3748\">Chief Revenue Officer<\/em> del <strong data-start=\"3753\" data-end=\"3776\">Real Betis Balompi\u00e9<\/strong>, quien comparti\u00f3 el caso de \u00e9xito del club como referente de sostenibilidad deportiva a trav\u00e9s de la plataforma Forever Green.<\/p>\n<p data-start=\"3909\" data-end=\"4240\">Despu\u00e9s, la mesa \u201cEl consumo responsable sabe mejor: marcas que alimentan el cuerpo y el alma\u201d reuni\u00f3 a <strong data-start=\"4015\" data-end=\"4045\">Juan Povedano (Capsa Food)<\/strong>, <strong data-start=\"4047\" data-end=\"4074\">Ana V\u00e1zquez (Carrefour)<\/strong>, <strong data-start=\"4076\" data-end=\"4105\">Mariv\u00ed S\u00e1nchez (Nauterra)<\/strong> y <strong data-start=\"4108\" data-end=\"4149\">Alejandro Allu\u00e9 (Territory Influence)<\/strong>, que coincidieron en que \u201calimentar con prop\u00f3sito\u201d es hoy una obligaci\u00f3n para el sector.<\/p>\n<p data-start=\"4242\" data-end=\"4494\">El movimiento <strong data-start=\"4256\" data-end=\"4266\">B Corp<\/strong> tambi\u00e9n tuvo su espacio con la intervenci\u00f3n de <strong data-start=\"4314\" data-end=\"4333\">Montse Sellar\u00e8s<\/strong>, directora de Comunicaci\u00f3n y Activismo en <strong data-start=\"4376\" data-end=\"4391\">B Lab Spain<\/strong>, quien record\u00f3 que \u201cser una empresa sostenible no es una meta, sino un proceso constante de mejora\u201d.<\/p>\n<p data-start=\"4496\" data-end=\"4865\">El evento cerr\u00f3 con el<em data-start=\"4519\" data-end=\"4529\"> Open Mic <\/em>moderado por <strong data-start=\"4543\" data-end=\"4562\">Patricia Ch\u00e1vez<\/strong> (Scopen), en el que <strong data-start=\"4585\" data-end=\"4610\">Eugenia Llorca (SEUR)<\/strong>, <strong data-start=\"4612\" data-end=\"4640\">Ricardo P\u00e9rez (JCDecaux)<\/strong>, <strong data-start=\"4642\" data-end=\"4678\">Leticia de la Fe (Mapfre Espa\u00f1a)<\/strong> y <strong data-start=\"4681\" data-end=\"4706\">Ana D\u00edaz (Mastercard)<\/strong> reflexionaron sobre c\u00f3mo las marcas pueden actuar con responsabilidad en situaciones de crisis, poniendo como ejemplo su respuesta ante la DANA en Valencia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Organizado por MarketingDirecto.com, el evento alz\u00f3 la voz por el activismo en el mundo empresarial con un lema: \u201cDe la conciencia a la acci\u00f3n\u201d.<\/p>\n","protected":false},"author":10966,"featured_media":228042,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54],"tags":[2226],"class_list":["post-228041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eventos","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dosis 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