{"id":53780,"date":"2024-09-09T16:22:18","date_gmt":"2024-09-09T21:22:18","guid":{"rendered":"https:\/\/panamaextrema.com\/pe\/?p=53780"},"modified":"2024-09-09T16:22:18","modified_gmt":"2024-09-09T21:22:18","slug":"el-auge-del-green-hushing-o-como-las-empresas-temen-comunicar-sus-practicas-sostenibles","status":"publish","type":"post","link":"https:\/\/panamaextrema.com\/pe\/el-auge-del-green-hushing-o-como-las-empresas-temen-comunicar-sus-practicas-sostenibles\/","title":{"rendered":"El auge del \u2018Green Hushing\u2019 o c\u00f3mo las empresas temen comunicar sus pr\u00e1cticas sostenibles"},"content":{"rendered":"<p>El nivel de polarizaci\u00f3n en las conversaciones digitales en Iberoam\u00e9rica creci\u00f3 cerca de un 40% en los \u00faltimos a\u00f1os, seg\u00fan el informe \u2018<a href=\"https:\/\/llyc.global\/the-hidden-drug\/\">The Hidden Drug<\/a>\u2019 realizado por <a href=\"https:\/\/llyc.global\/\">LLYC<\/a>, \ufb01rma global de <em>Corporate A\ufb00airs y Marketing,<\/em> que analiz\u00f3 m\u00e1s de 600 millones de mensajes en redes sociales. Este fen\u00f3meno ha provocado el crecimiento de posturas extremas, trayendo m\u00faltiples riesgos como la erosi\u00f3n de la confianza. Cualquier cuesti\u00f3n, por menor que sea, es susceptible de elevarse a objeto de discusi\u00f3n.<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-53781\" src=\"https:\/\/i0.wp.com\/panamaextrema.com\/pe\/wp-content\/uploads\/2024\/09\/Imagen-1-1-1.jpg?resize=618%2C359&#038;ssl=1\" alt=\"\" width=\"618\" height=\"359\" srcset=\"https:\/\/i0.wp.com\/panamaextrema.com\/pe\/wp-content\/uploads\/2024\/09\/Imagen-1-1-1.jpg?resize=675%2C392&amp;ssl=1 675w, https:\/\/i0.wp.com\/panamaextrema.com\/pe\/wp-content\/uploads\/2024\/09\/Imagen-1-1-1.jpg?resize=768%2C445&amp;ssl=1 768w, https:\/\/i0.wp.com\/panamaextrema.com\/pe\/wp-content\/uploads\/2024\/09\/Imagen-1-1-1.jpg?w=900&amp;ssl=1 900w\" sizes=\"auto, (max-width: 618px) 100vw, 618px\" \/><\/p>\n<p>El miedo a procesos de cancelaci\u00f3n o la exposici\u00f3n a opiniones de comunidades polarizadas est\u00e1 afectando al mundo de la sostenibilidad medioambiental en las empresas. En un contexto en el que la sostenibilidad se ha convertido en un <em>driver <\/em>de inversi\u00f3n, ya no es posible no realizar acciones de transformaci\u00f3n en este sentido, pero la polarizaci\u00f3n est\u00e1 haciendo que algunas compa\u00f1\u00edas evolucionen de las tensiones del <em>\u2018green washing\u2019<\/em>, hablar mucho y hacer poco, a las del \u2018<em>green hushing<\/em>\u2019 o <em>\u2018silencio verde<\/em>\u2019. Es decir, silenciar gran parte de las acciones de sostenibilidad por miedo al impacto que tengan en la conversaci\u00f3n. Por muy aut\u00e9nticas y tangibles que sean sus estrategias, prefieren ejecutar sin exponerse y evitar situaciones o acusaciones comprometidas, aunque el hecho de no comunicar pueda ser un riesgo en s\u00ed mismo.<\/p>\n<p>En palabras de Teresa Rey, directora de Marketing Solutions para Panam\u00e1 y Rep\u00fablica Dominicana: <em>\u201cHacer pero no contar implica no comprender que la reputaci\u00f3n se construye tambi\u00e9n sobre percepciones y que, por lo tanto, una comunicaci\u00f3n honesta y atractiva es clave para que los esfuerzos de transformaci\u00f3n de las compa\u00f1\u00edas tambi\u00e9n rindan desde una dimensi\u00f3n reputacional\u201d.<\/em><\/p>\n<p>En un entorno polarizado, donde adem\u00e1s las demandas sociales est\u00e1n en constante evoluci\u00f3n, LLYC presenta tres claves para hacer frente al <em>\u201cgreen hushing\u201d<\/em> y comunicar estrategias de sostenibilidad de forma efectiva:<\/p>\n<ol>\n<li><strong>Decisiones basadas en datos: <\/strong>las nuevas tecnolog\u00edas, como el <em>Big Data<\/em> o la inteligencia artificial, permiten identificar y priorizar las conversaciones sobre sostenibilidad que m\u00e1s interesan a la sociedad y medir el nivel de polarizaci\u00f3n de cada una de ellas. Entender a trav\u00e9s de los datos m\u00e1s profundamente c\u00f3mo se comporta la conversaci\u00f3n y en qu\u00e9 temas se moviliza esta tendencia polarizante es un primer paso para poder construir una estrategia con m\u00e1s garant\u00edas.<\/li>\n<li><strong>Creatividad audaz<\/strong>: audacia significa atreverse, romper lo convencional. Para conectar e influir en las comunidades a las que se impacta, no basta con simplemente comunicar lo que se est\u00e1 haciendo desde el negocio responsable en los canales tradicionales, sino que es necesario complementarlo con proyectos de alto impacto. Ser audaz es adelantarse a las tendencias e innovar en el relato de marca o desafiar y trascender las normas establecidas de c\u00f3mo se presenta y transmite la idea.<\/li>\n<li><strong>Antifragilidad en la gesti\u00f3n de riesgos: <\/strong>ya no es suficiente identificar los riesgos y protocolizar las reacciones, sino asumir que en este contexto de permacrisis lo que hay que hacer es imaginar escenarios plausibles y trabajar desde la proactividad. No se trata s\u00f3lo de mitigar los impactos negativos a corto plazo, sino de c\u00f3mo revertirlos en positivo a medio plazo, actuando con la mayor anticipaci\u00f3n posible.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>El nivel de polarizaci\u00f3n en las conversaciones digitales en Iberoam\u00e9rica creci\u00f3 cerca de un 40% en los \u00faltimos a\u00f1os, seg\u00fan el informe \u2018The Hidden Drug\u2019 realizado por LLYC, \ufb01rma global de Corporate A\ufb00airs y Marketing, que analiz\u00f3 m\u00e1s de 600 millones de mensajes en redes sociales. Este fen\u00f3meno ha provocado el crecimiento de posturas extremas, &hellip;<\/p>\n","protected":false},"author":1,"featured_media":53781,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[40],"tags":[],"class_list":["post-53780","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-noticias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El auge del \u2018Green Hushing\u2019 o c\u00f3mo las empresas temen comunicar sus pr\u00e1cticas sostenibles &#171; PanamaExtrema.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/panamaextrema.com\/pe\/el-auge-del-green-hushing-o-como-las-empresas-temen-comunicar-sus-practicas-sostenibles\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El auge del \u2018Green Hushing\u2019 o c\u00f3mo las empresas temen comunicar sus pr\u00e1cticas sostenibles &#171; PanamaExtrema.com\" \/>\n<meta property=\"og:description\" content=\"El nivel de polarizaci\u00f3n en las conversaciones digitales en Iberoam\u00e9rica creci\u00f3 cerca de un 40% en los \u00faltimos a\u00f1os, seg\u00fan el informe \u2018The Hidden Drug\u2019 realizado por LLYC, \ufb01rma global de Corporate A\ufb00airs y Marketing, que analiz\u00f3 m\u00e1s de 600 millones de mensajes en redes sociales. 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