{"id":30473,"date":"2020-07-08T10:51:00","date_gmt":"2020-07-08T10:51:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?post_type=research-and-insight&#038;p=30473"},"modified":"2025-04-01T14:28:15","modified_gmt":"2025-04-01T14:28:15","slug":"la-sustentabilidad-esta-cambiando-las-preferencias-de-los-consumidores","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/biblioteca-de-investigacion\/la-sustentabilidad-esta-cambiando-las-preferencias-de-los-consumidores\/","title":{"rendered":"La sustentabilidad est\u00e1 cambiando las preferencias de los consumidores"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/DotCom-Banner_1540x866-17.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Sustainability<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">La sustentabilidad est\u00e1 cambiando las preferencias de los consumidores<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/20-06_9880_Sustainability-in-CPR_Final_Web-11.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargar el informe<\/span><span class=\"type\">3 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/28\/2022\/12\/Final-Infographic-17.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Descargar el infograf\u00eda<\/span><span class=\"type\">928 KB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ar-es\/?post_type=research-and-insight&amp;p=30473\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ar-es\/?post_type=research-and-insight&amp;p=30473&amp;text=La%20sustentabilidad%20est%C3%A1%20cambiando%20las%20preferencias%20de%20los%20consumidores\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ar-es\/?post_type=research-and-insight&amp;p=30473&amp;text=La%20sustentabilidad%20est%C3%A1%20cambiando%20las%20preferencias%20de%20los%20consumidores\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-para-las-empresas-de-productos-de-consumo-y-retail-cpr-el-verde-es-el-nuevo-negro\">Para las empresas de Productos de Consumo y Retail (CPR), el verde es el nuevo negro<\/h2>\n\n\n\n<p>A medida que las&nbsp;consecuencias del cambio clim\u00e1tico avanzan, la contaminaci\u00f3n, la p\u00e9rdida de biodiversidad y la escasez de recursos se vuelven imposibles de ignorar, la gente est\u00e1 despertando ante la urgente necesidad de un cambio. Junto con los gobiernos, grupos de inter\u00e9s p\u00fablico, inversionistas, competidores y empleados; los consumidores piden cada vez m\u00e1s un futuro m\u00e1s sostenible, respetuoso con el medio ambiente, socialmente responsable y econ\u00f3micamente inclusivo. Pero, \u00bflas empresas de CPR est\u00e1n atendiendo este llamado?<\/p>\n\n\n\n<p>Para averiguarlo, en el \u00faltimo informe del Capgemini Research Institute, <em>Productos de Consumo y Retail: c\u00f3mo la sustentabilidad est\u00e1 cambiando fundamentalmente las preferencias de los consumidores<\/em>, encuestamos a 7,500 consumidores y 750 grandes organizaciones y hablamos con l\u00edderes de las grandes organizaciones para comprender c\u00f3mo la sustentabilidad influye en los patrones de compra de los consumidores y c\u00f3mo est\u00e1n respondiendo las organizaciones.<\/p>\n\n\n\n<p>Descubrimos que las preferencias de los consumidores est\u00e1n fuertemente impactadas por la sustentabilidad. De hecho, ocho de cada diez consumidores est\u00e1n tomando decisiones de compra basadas en la sustentabilidad, incluso cuando la pandemia de COVID-19 ensombrece el panorama. En respuesta, las organizaciones buscan convertir las pr\u00e1cticas de sustentabilidad en una prioridad estrat\u00e9gica. Sin embargo, los consumidores no siempre son conscientes de la huella ambiental de los productos que compran y si son capaces de actuar de acuerdo con sus buenas intenciones. Las organizaciones, por su parte, no est\u00e1n sincronizadas con las opiniones de los consumidores y desconocen el ritmo al que cambian sus preferencias y su lealtad. Adem\u00e1s, tampoco logran escalar la sustentabilidad y pierden beneficios clave tales como lealtad, rotaci\u00f3n de empleados, rendimiento medioambiental, social y de gobierno corporativo, protecci\u00f3n de ventas y crecimiento.<\/p>\n\n\n\n<p>Por ello, las organizaciones deber\u00edan posicionar la tecnolog\u00eda en el centro de las iniciativas de sustentabilidad, educar a los consumidores y capacitar a los empleados para incorporarla profundamente, construir un gobierno s\u00f3lido y colaborar con el ecosistema m\u00e1s amplio. Despu\u00e9s de todo, el tiempo no se detiene.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":30477,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"cf8cf61c-6b14-4869-b0c7-c121906fcb8d\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":69,"primary_term":"Sustainability","featured_focal_points":""},"tags":[],"research-and-insight-type":[230],"theme":[69],"brand":[],"service":[100],"industry":[112],"partners":[],"content-group":[],"class_list":["post-30473","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-report","theme-sustainability","service-customer-experience","industry-consumer-products"],"yoast_head":"<!-- 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