{"id":51606,"date":"2016-02-10T15:27:05","date_gmt":"2016-02-10T13:27:05","guid":{"rendered":"https:\/\/ipmark.com\/?p=51606"},"modified":"2016-02-10T15:27:05","modified_gmt":"2016-02-10T13:27:05","slug":"castigo-a-las-marcas-poco-responsables","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=51606","title":{"rendered":"El 63% de los espa\u00f1oles castiga a las marcas poco responsables"},"content":{"rendered":"<figure id=\"attachment_51611\" aria-describedby=\"caption-attachment-51611\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/02\/empresas-socialmente-responsables_Adecco.jpg\" alt=\"RSE\" width=\"690\" height=\"278\" class=\"size-full wp-image-51611\" \/><figcaption id=\"caption-attachment-51611\" class=\"wp-caption-text\">La mayor\u00eda de los espa\u00f1oles desconoce el significado de las siglas RSE pero tiene interiorizado el rol socialmente responsable que deben jugar.<\/figcaption><\/figure>\n<p>Un alto porcentaje de los consumidores, concretamente el 50% materializa esa sanci\u00f3n dejando de comprar los productos de las marcas poco responsables, mientras que un 10%  va m\u00e1s all\u00e1 y emite opiniones negativas en foros y redes sociales. Hay un 3%, mucho m\u00e1s beligerante, que adem\u00e1s pone en marcha campa\u00f1as de protesta contra las marcas. <\/p>\n<p>Estos datos muestran c\u00f3mo el consumo responsable es una actitud que no para de crecer en Espa\u00f1a, seg\u00fan concluye el sexto informe \u201cEl ciudadana y la RSE\u201d, elaborado por la Fundaci\u00f3n Adecco para conocer el grado de conocimiento y penetraci\u00f3n del concepto de RSE entre la ciudadan\u00eda. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/02\/RSE-FUNDACI\u00d3N-ADECCO_IPMARKjpg1.jpg\" alt=\"RSE-FUNDACI\u00d3N-ADECCO_IPMARKjpg\" width=\"676\" height=\"433\" class=\"aligncenter size-full wp-image-51621\" \/><\/p>\n<p>En el \u00faltimo a\u00f1o ha aumentado en un punto porcentual el n\u00famero de consumidores que decide no adquirir las marcas que consideran poco responsables. Sobre todo, las nuevas generaciones de espa\u00f1oles ya no se conforman con que sean asequibles o satisfagan sus necesidades inmediatas, sino que les exigen una conducta responsable con el medioambiente,  los trabajadores, los ciudadanos, etc.<\/p>\n<p>As\u00ed, un 70% de los consumidores entre 18 y 35 a\u00f1os penalizan a las marcas menos implicadas socialmente, porcentaje que desciende hasta el 52% a partir de la citada edad. <\/p>\n<p>\u201cLos millenials, es decir los nacidos a partir de 1980, son una generaci\u00f3n muy cr\u00edtica, que no duda en abandonar una marca tras una mala experiencia frente a generaciones anteriores que desarrollaban una mayor fidelidad o rutina de compra. Adem\u00e1s comparten su opini\u00f3n y recomiendan o desaconsejan productos y servicios en las redes sociales, al tiempo que tambi\u00e9n son m\u00e1s permeables a las opiniones de los otros usuarios que al discurso propio de las marcas\u201d, explica Francisco Mesonero, director general de la Fundaci\u00f3n Adecco. <\/p>\n<p><b>RSE. \u00bfEso qu\u00e9 es?<\/b><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/02\/RSE-FUNDACI\u00d3N-ADECCO-2IPMARK1.jpg\" alt=\"RSE-FUNDACI\u00d3N-ADECCO-2IPMARK\" width=\"335\" height=\"227\" class=\"alignleft size-full wp-image-51624\" \/><\/p>\n<p>El 60% de los encuestados por Adecco desconoce el significado de las siglas RSE, aunque el concepto est\u00e1 relativamente instalado en la conciencia de los ciudadanos.<\/p>\n<p>El 96% de los consumidores considera que las empresas tienen las mismas responsabilidades sociales que el Gobierno en materia de desempleo, desigualdad, sostenibilidad mediambiental, corrupci\u00f3n, etc. <\/p>\n<p>Por detr\u00e1s de los poderes p\u00fablicos y las empresas, los ciudadanos se autoadjudican el tercer puesto como agentes sociales responsables (70%), mientras que los medios de comunicaci\u00f3n (63%) ocupar\u00edan la cuarta posici\u00f3n en materia de responsabilidad social. El tejido asociativo (ONGs, asociaciones, fundaciones, etc.) queda en la quinta plaza (62%). <\/p>\n<p><b>Empresas espa\u00f1olas, menos responsables que sus vecinas europeas<\/b><\/p>\n<p>As\u00ed lo cree el 56% de los ciudadanos que han participado en el estudio. Para el 36% no hay diferencias rese\u00f1ables y solo un 8% opina que las empresas espa\u00f1olas son socialmente m\u00e1s responsables que las del resto de Europa. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un alto porcentaje de los consumidores, concretamente el 50% materializa esa sanci\u00f3n dejando de comprar los productos de las marcas<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[435],"class_list":["post-51606","post","type-post","status-publish","format-standard","hentry","category-marcas","tag-espana"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los espa\u00f1oles castigan a las marcas poco responsables<\/title>\n<meta name=\"description\" content=\"Hasta el 63% de los espa\u00f1oles 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