Publication: La publicidad en el ámbito del desarrollo sostenible y los límites de la Responsabilidad Social Corporativa: el caso de Ben & Jerry’s
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2020-05-31
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Abstract
El presente trabajo es una crítica a la adopción de una imagen ecológica por parte de las empresas para atraer a los consumidores concienciados con la conservación del medio ambiente. Para ello, estas recurren al greenwashing, una práctica de comunicación publicitaria que se ha popularizado estos últimos años. Los Objetivos de Desarrollo Sostenible se presentan como precursores de esta acción llevada a cabo por las empresas. Esta técnica, aunque lo pueda parecer, no es efectiva en la lucha contra el cambio climático, concluyendo aún así que la publicidad puede ser una herramienta útil para alcanzar un desarrollo sostenible del planeta.
This paper deals a critique of the adoption of an ecological image by companies to attract consumers aware of environmental conservation. To do this, they use greenwashing, a practice of advertising communication that has become popular in recent years. The Sustainable Development Goals are presented as precursors of this action carried out by companies. This technique, although it may seem so, is not effective in the fight against climate change, concluding still that advertising can be a useful tool to achieve a sustainable development of the planet.
This paper deals a critique of the adoption of an ecological image by companies to attract consumers aware of environmental conservation. To do this, they use greenwashing, a practice of advertising communication that has become popular in recent years. The Sustainable Development Goals are presented as precursors of this action carried out by companies. This technique, although it may seem so, is not effective in the fight against climate change, concluding still that advertising can be a useful tool to achieve a sustainable development of the planet.