{"id":10123,"date":"2022-04-06T09:21:44","date_gmt":"2022-04-06T12:21:44","guid":{"rendered":"https:\/\/fashionlabelbrasil.com\/?p=8427"},"modified":"2022-04-06T09:21:44","modified_gmt":"2022-04-06T12:21:44","slug":"como-a-sustentabilidade-tem-acelerado-as-mudancas-na-postura-e-nas-estrategias-de-rp-relacoes-publicas","status":"publish","type":"post","link":"https:\/\/abest.com.br\/en\/noticias\/abest\/como-a-sustentabilidade-tem-acelerado-as-mudancas-na-postura-e-nas-estrategias-de-rp-relacoes-publicas\/","title":{"rendered":"Como a sustentabilidade tem acelerado as mudan\u00e7as na postura e nas estrat\u00e9gias de RP (Rela\u00e7\u00f5es P\u00fablicas)"},"content":{"rendered":"<\/p>\n\n\n\n
PR professionals face a new challenge: how to position clients in a market where there is increasing demand for responsible products and promotes not only new business opportunities for advertising agencies, but also new responsibilities.<\/em><\/em><\/h5>\n\n\n\n

\u201cTwo out of three unsolicited calls that we get are about our sustainability practice\u201d; \u201cIt\u2019s the fastest-growing thing in the agency. Sustainability-centric roles that open at the firm are ‘some of the fastest things we\u2019ve ever filled’, Carrie Ellen Phillips, co-founder of 22-year-old agency BPCM.<\/p><\/blockquote>\n\n\n\n

A change in paradigm<\/strong><\/p>\n\n\n\n

It hasn\u2019t always been like this. <\/a>Erin Allweiss<\/a> started the company <\/a>No. 29<\/a> Communications in 2013, after spending years working for organizations such as the <\/a>National Resources Defense Council (NRDC)<\/a> and <\/a>Oxfam<\/a>. In 2015, the show brand <\/a>Vert<\/a> joined No. 29.<\/p>\n\n\n\n

\u201cIt was definitely not easy to talk about sustainable fashion;\u201d \u201cIt was such an arduous battle to make it into something attractive and now that it\u2019s cool, I think there is a different problem,\u201d Erin Allweiss<\/a>.<\/p><\/blockquote>\n\n\n\n

In other words, fashion is addressing sustainability but now there is much more pressure to distinguish companies that really have a positive impact from those that practice greenwashing (giving a false impression and producing ecologically correct marketing to persuade the public).<\/p>\n\n\n\n

\u201cAs brands come under increasing pressure from its consumers and market regulators to back up their sustainability claims, some advertising agencies are building expertise in order to stand out \u2013 both for fashion brands seeking representation and for journalists seeking PR contacts with reliable sustainable sources,\u201d Business of Fashion<\/a>.<\/p><\/blockquote>\n\n\n\n

Marketing that has meaning and the circular economy<\/strong><\/p>\n\n\n\n

The<\/em> <\/em><\/a>circular economy<\/em><\/a> is already a reality: “Our ways of living and consuming are at stake: knowing and understanding sustainable work broadens our creative perspective. It shows us that transformations can be made through concrete actions, using tools and processes for the development of products and services that respect the environment.<\/em><\/p>\n\n\n\n

In Brazil, there are some initiatives in this field, and it has already been made clear that a circular approach fosters innovation and brings new meaning to business endeavors, propelling the development of new material and work processes.\u201d<\/em> <\/em><\/a>Find out more.<\/em><\/a><\/u><\/em><\/p>\n\n\n\n

Brands such as <\/a>Vert<\/a>, <\/a>Catarina Mina<\/a>, <\/a>UMA<\/a>, <\/a>Fl\u00e1via Aranha<\/a>, <\/a>Augusta<\/a>, <\/a>Dotz<\/a>, <\/a>Movin<\/a>, and <\/a>Osklen<\/a> open up their work flow, disclose results, publicly report on the relationship with its collaborators and clearly inform how they choose and certify the origin of the raw materials used in their productions.<\/p>\n\n\n\n

The Brazilian brand <\/a>UMA<\/a>, which focuses on collaborative creations, connections, and timeless productions created a \u201cyounger sister,\u201d <\/a>UMA X<\/a>, run by Vanessa Davidowics, daughter of Raquel and Roberto Davidowicz. With genderless pieces, sold only in retail and e-commerce, the brand has more affordable prices and a sustainable proposal. The brand\u2019s name already denotes its collaborative character: the \u201cX\u201d connects to artists and to initiatives that the brand collaborates with.\u201d <\/a>Forbes<\/a>.<\/p>\n\n\n\n

\u201cWe believe in a different kind of fashion, a fashion that is focused on who produces and questioning, rethinking, reflecting, and making decisions based on the collective interest. It is a type of fashion that thrives in a collaborative future, more so than in a competitive environment,\u201d Catarina Mina<\/a>.<\/p><\/blockquote>\n\n\n\n

\u201cIn a simple and direct way, we seek multiple solutions for a smarter consumption, one that will guide us towards genuinely achieving a good way of living that is cleaner, more functional and more collective. Redefining the concepts of our products and applying a design that minimizes negative impacts are key to our strategy and will always be our aim,\u201d Movin<\/a>.<\/p><\/blockquote>\n\n\n\n

Vert<\/a> invests in research and new technology, presents fair trade and more economically equitable organic raw materials for those who are involved in the productive chain. <\/a>Find out more\u2026<\/a><\/p>\n\n\n\n

\"\"
Vert sneakers are produced in factories and workshops in Brazil, where its organic cotton farms are. Charlotte Lapalus.<\/figcaption><\/figure>\n\n\n\n

Sustainability must be a priority for any brand. Setting concrete goals and objectives is what will actually incorporate new sustainable processes into the companies\u2019 operations. Advisories must be prepared to communicate this message assertively, so that this transparency can reach consumers as a positive thing. In some cases, even mistakes and limitations are strategically exposed to consumers. As <\/a>Oskar Metsavaht<\/a> stated when interviewed by a Globo journalist: \u201cOne cannot become <\/a>100% sustainable<\/a> all of a sudden.\u201d<\/p>\n\n\n\n

[RE] STORE Galeries Lafayette, circular and responsible fashion<\/strong><\/p>\n\n\n\n

The traditional <\/a>Galeries Lafayette<\/a>, inaugurated in 1894 as the first department store in Europe on Boulevard Hassmann, with 70 thousand square meters spread into three buildings. The store received approximately 100 thousand visitors daily and 15 thousand square meters are occupied by 3,500 renowned fashion brands.<\/p>\n\n\n\n

In yet another movement towards the commitment to building a more responsible and inclusive fashion industry, <\/a>Galeries Lafayette<\/a> presented [RE] STORE in 2021, a new space for selling second-hand clothing.<\/p>\n\n\n\n

Occupying the premises on the 3rd<\/sup> floor of the store, the largest and most traditional retailer in Europe features a sector that is entirely dedicated to circular fashion. Its operation is based on partnerships with the main players in the \u2018second hand\u2019 segment and engaged creation, including Monogram, Personal Seller, CrushON, Relique, Culture Vintage, Salut Beaut\u00e9, Patina, etc. It is worth mentioning that the GL concept for \u2018responsible product\u2019 follows the protocols of the Go for Good seal, launched in 2018, which indicates less impact on the environment, support for local production and commitment to social development.<\/p>\n\n\n\n

Building a responsible business<\/strong><\/p>\n\n\n\n

\u201cThe greatest impact of public relations or advertising firms is the work they do for their clients. When you look at your company\u2019s sustainability impact, it’s not the flights you take or the cups you use;\u201d \u201cWhat matters the most is how people end up buying and consuming as a result of the company\u2019s actions,\u201d Duncan Meisel<\/a>, co-founder of Clean Creatives<\/a>, a group that focuses on pressuring public relations agencies to avoid working with fossil fuel companies<\/p><\/blockquote>\n\n\n\n

The number of communication and PR agencies that refuse clients who are not aligned with a sustainability agenda is increasing globally.<\/p>\n\n\n\n

For companies that are new to the concept of sustainability, public relations experience is an important factor to avoid falling into the Greenwash trap. For this reason, many agencies offer public relations and consultancy services.<\/p>\n\n\n\n

\u201cWe like to regard ourselves as a \u2018critical friend\u2019;\u201d \u201cWe see PR challenging [customers] instead of celebrating the success of media coverage,\u201d Harriet Vocking<\/a>, Eco-Age<\/a> brand director.<\/p><\/blockquote>\n\n\n\n

Greenwashing and ESG<\/strong><\/p>\n\n\n\n

Environmental, Social, and Corporate Governance (ESG) is an assessment of a company\u2019s collective awareness of social and environmental factors.<\/p>\n\n\n\n

The three ESG criteria verify the company\u2019s financial health and profitability, and its social and environmental conscience.<\/p>\n\n\n\n

\u00b7        Environmental: indicates the company\u2019s behavior in relation to environmental problems.<\/p>\n\n\n\n

\u00b7        Social: how the company relates to its employees.<\/p>\n\n\n\n

\u00b7        Governance: corporate and governance policies applied in the company.<\/p>\n\n\n\n

There is a direct link between ESG and the responsibility of brand communication, as greenwashing can not only mislead consumers and investors, but also characterize deceptive advertising and fraudulent performance.<\/p>\n\n\n\n

Sustainability reports or ESG reports are not just a marketing document or press office, but a public positioning of companies where the role of communication is fundamental. Learn more about ESG.<\/a><\/p>\n\n\n\n

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#<\/strong>Sustentabilidade #RP #PR #PublicRelations #Rela\u00e7\u00f5esP\u00fablicas #Greenwashing #ESG<\/p>","protected":false},"excerpt":{"rendered":"

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