On the occasion of World Recycling Day being celebrated today, Nxt in the market, the platform promoted by LLYC addresses one of the most used marketing trends by brands today: recycling. To do this, it analyzes with various firms such as Ecoalf, Wallapop or Nespresso what they are doing to promote sustainability.
new concept of recycling It’s not just fashion, but it’s committed to a more sustainable lifestyle in every way: from buying vintage clothing, to clothes made from recycled materials, to eco-design furniture. This trend has been established among young people, a generation that is environmentally conscious, educated in values, without the need to explain and that accepts the importance of the important future challenge of creating a more sustainable and balanced world. Does Young people now eat differently, wear different clothes, and want to care, repair, and reuse.
Aware of this new trend among the society, brands are doing something techniques like upcycling: Various types of processes by which products get a second life without going through the industrial process; Repair economy: second-hand, refurbished or hand-repaired products; Or Reusable Packaging: Reusing packaging so that it is not lost after a single use. In this way, a new form of positioning and advertising emerges to more effectively reach these new consumers who are aware of the importance of caring for the environment and building a sustainable future.
In this Nxt in Mkt trend, experts from firms such as HanesBrands, Grupo AJÉ, Nespresso, Cochez y Cia., SA debate with the LLYC consumer engagement team about these initiatives and more about Slow Fashion, Waste Management Solid, or more Let’s discuss in circular economy. The podcast episode features participation from Carolina Alvarez, CMO of Ecolf, and Cristina Gomez Molina, Wallapop’s head of external communications. they talk about the work they’re developing drive stability, About the role of marketing or how to communicate in an effective and genuine way that connects with the consumer.
Cristina Gomez Molina highlights the importance of sustainability for Wallpop. It states that “brands have a responsibility to respond to consumers’ desires.” For your company, sustainability is a central concern and they have focused their efforts on recognizing the importance of all social actors in this problem. In his opinion, “what we do collectively in society is a commitment we must all make.”
for his part, Carolina Alvarez from Ecoalf, Insists that the pandemic has highlighted the importance of sustainability and the need to be part of the solution. Committed to sustainable fashion and lifestyle, her brand has worked to create high-quality recycled products that don’t compromise the planet’s natural resources. He also underscores the importance of education and communication, noting that Ecoalf seeks to promote transparency and share relevant information through labels on its clothing to promote transparency and raise awareness among consumers: “What we do and how Let’s talk about it. Education and educational communication plays an important role.
With regard to the authenticity of the brand’s sustainability initiatives, both managers stress the importance of transparency and consistency in operations. Carolina Alvarez believes that consumers are becoming more demanding and more educated in sustainability, so it is essential that brands integrate these issues into their DNA and not just focus on marketing campaigns. For her part, Cristina Gómez Molina considers the need to avoid greenwashing relevant.
In short, recycling trend This is becoming a priority for many brands, as more and more consumers demand a more critical and responsible attitude towards consumption habits and their impact on the environment. Slow fashion, solid waste management and circular economy are just some of the actions that companies are taking to embrace this trend. Furthermore, it is important to highlight that brands committed to sustainability are not only contributing to the well-being of the planet and society, but also engaging more effectively with their consumers.
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