Gigi Gutierrez, Plant’s general director, spoke about the importance of industry actions on the environment
Sustainability is one of the most talked about topics today. Whether in conversation circles, in companies and, consequently, in advertising. Campaigns on reducing carbon footprints, recycling and greener habits have become commonplace, but are the companies responsible for these parts actually doing something to change?
It was on this theme that Gigi Gutierrez, Plant’s general director, set up the lecture “Bla bla bla: less talk and more actions”, presented on the last day of the Festival El Ojo Iberoamrico 2022, which takes place this Friday (11), in Buenos Aires.
For 40 minutes, Gigi drew attention to the lack of action by companies when it comes to the environment and to the responsibility that the advertising sector carries with it.
“We dictate trends, we influence consumers… We always put the customer at the center of discussions, but it’s time to put the planet in that account,” said the speaker.
According to the agency’s director, 68% of Generation Z and Millennials want more information to help them make more sustainable decisions, but despite this, Gigi stressed that there is still confusion around the issue of sustainability, largely due to the amount of advertising pieces that do not bring an effective solution to the problem of the environment. According to Gigi, both consumers and companies are confused on the subject and advertising is largely responsible for this.
“We are responsible for this confusion. As an industry, we have a lot of responsibility for these issues and, to start to change this scenario, we can, for example, stop infantilizing campaigns about sustainability and overcome parts about recycling. more than just putting a ‘recycle me’ in a plastic container,” said Gigi.
Another data raised by the executive is that 53% of consumers of generation Z and Millenials stated that sustainability is an important point in purchasing decisions. “These data show that we can sell sustainability.”
At the end of her speech, Gigi highlighted the importance of taking immediate measures on the environment and decarbonizing the industry.
“Today, we have the opportunity to do something about it and we need to decarbonize the industry. Sustainability is not perfect, but it is urgent and we need to act today”, he concluded.
