Post by account_disabled on Feb 27, 2024 2:14:28 GMT -5
In recent days you have surely opened your social networks or explored any media more than once. Perhaps you were frustrated at some point by the constant presence of Donald Trump's name and face; It happens that just a few days into his mandate, the president of the United States does not stop giving a lot to talk about. The new environmental policy of the White House, the bans on entry into the United States and the discussion on the border wall are just some of the issues that have governments around the world with their eyes on the American political context. Individuals and organizations remain alert to daily events; The disagreement of multiple sectors with the decisions and ideology of the president has aroused unstoppable discontent and the intensification of an atmosphere of uncertainty that has been experienced since the businessman's victory over Democrat Hilary Clinton was announced. Trump's speech against Mexico and the signing of the decree for the construction of such a controversial border wall has also awakened a wave of nationalism so deep that it can almost be breathed in the air. Maybe the pollution in Mexico City hid its aroma a little, so the flags have invaded Facebook and WhatsApp profiles to remind us that that feeling is present. Trump's act was described as hostile and it is well known that in the face of hostility, Mexicans know how to be united, although we do not always know exactly where to move forward. This time the first flag to fly was that of local consumption. The first enemy? All brands of North American origin or whose name sounds foreign. Social networks became a forum to call for a boycott, the first to suffer was Starbucks and all the others followed from there; It didn't matter how many years they had been in our country or how much investment they brought to the country, it didn't even matter the jobs of the Mexicans who collaborate with them or the income of the national producers who provide them with inputs. There had to be a boycott against the United States and it had to be as radical as Trump's decisions.
Of course, boycotting companies did New Zealand WhatsApp Number not help the president reflect on the construction of the wall, nor could it have a significant impact on the profits of said brands. Partly because the crisis was addressed quickly and partly because of course what many wanted was to continue Tweeting from their iPhone while drinking a Venti Caramel Macciato. Who blames them? Yes, that is a criticism of the double standards of many Mexicans, but also of the very erroneous perspective we have about responsible consumption. If President Trump should have shown us anything so far, it is that we cannot make responsible decisions based on personal or collective emotions; To achieve this it is necessary to keep ourselves informed. Consumer choices are no different; Consumers need to find out as much as they can about brands' operations before joining any boycott. So ask yourself. Does that brand support Mexican producers and integrate them into its supply chain? Are the company's collaborators predominantly Mexican? Does the company care about the well-being of its employees? Do the values it defends coincide with your own principles? Are you committed to improving your environmental impact? Do you support any social causes in Mexico? These and other questions can help you make informed and truly responsible consumer decisions. What corresponds to the brands Of course, consumers can't do all the work; To facilitate this process, responsible brands must have a transparency policy and adequate communication regarding social responsibility. This is in order to provide its stakeholders with access to all the information they need to make a wise decision. Being attentive to daily events is essential so that brands can know and even predict the concerns of their stakeholders, offer a timely response to them and anticipate any possible boycott or crisis. Remember that one of the keys to surviving any scandal and protecting corporate reputation is not to wait for a problem to arise to generate a strategy. Another key to surviving this is to make a deep commitment, so before communicating anything, make sure you are very clear about the measures that the company will take to solve the crisis.
Avoid acting defensively; If you are clear about the values of your brand, the only thing you have to do is stick to them. Starbucks, a success story As one of the first brands whose name was highlighted in the boycott, Starbucks was forced to react quickly by defending its Mexicanness, highlighting its values and taking actions to engage deeply. After the ban on refugees entering the United States, the brand announced the hiring of 10,000 refugees over the next five years in the 75 countries in which it has operations. Its CEO, Howard Schultz, highlighted that the initiative would begin in the US before the rest of the world and noted that special attention would be paid to those who served the US military as support personnel. Shortly after, the company sent a statement to its frequent customers through the database of its My Starbucks Rewards program. In it he pledged that the company would remain firm in its values regardless of the political landscape and highlighted the brand's pride in being part of Alsea, a 100% Mexican company. This statement also links to a letter from its global CEO , in which, in addition to guaranteeing that its Human Resources Team has remained in contact with collaborators who could be affected by the immigration ban, it takes the opportunity to highlight four fundamental commitments: Construction of bridges and not walls, with Mexico: Highlights the commercial relationship with Mexican coffee growers even before the opening of the first store in the country and the creation of the Producer Support Center in Chiapas, as well as the donation of coffee plants. coffee and other successes in terms of links with the community and the environment. Support for Dreamers: Highlights the Consideration of Deferred Action for Childhood Arrivals program to promote job opportunities for youth. Hiring refugees: As part of its efforts to promote job opportunities for young people, the company intends to double its efforts to support those fleeing war, violence and discrimination. Commitment to health care: Given the concern of its collaborators about government actions and their impact on participation in the Affordable Care Act.
Of course, boycotting companies did New Zealand WhatsApp Number not help the president reflect on the construction of the wall, nor could it have a significant impact on the profits of said brands. Partly because the crisis was addressed quickly and partly because of course what many wanted was to continue Tweeting from their iPhone while drinking a Venti Caramel Macciato. Who blames them? Yes, that is a criticism of the double standards of many Mexicans, but also of the very erroneous perspective we have about responsible consumption. If President Trump should have shown us anything so far, it is that we cannot make responsible decisions based on personal or collective emotions; To achieve this it is necessary to keep ourselves informed. Consumer choices are no different; Consumers need to find out as much as they can about brands' operations before joining any boycott. So ask yourself. Does that brand support Mexican producers and integrate them into its supply chain? Are the company's collaborators predominantly Mexican? Does the company care about the well-being of its employees? Do the values it defends coincide with your own principles? Are you committed to improving your environmental impact? Do you support any social causes in Mexico? These and other questions can help you make informed and truly responsible consumer decisions. What corresponds to the brands Of course, consumers can't do all the work; To facilitate this process, responsible brands must have a transparency policy and adequate communication regarding social responsibility. This is in order to provide its stakeholders with access to all the information they need to make a wise decision. Being attentive to daily events is essential so that brands can know and even predict the concerns of their stakeholders, offer a timely response to them and anticipate any possible boycott or crisis. Remember that one of the keys to surviving any scandal and protecting corporate reputation is not to wait for a problem to arise to generate a strategy. Another key to surviving this is to make a deep commitment, so before communicating anything, make sure you are very clear about the measures that the company will take to solve the crisis.
Avoid acting defensively; If you are clear about the values of your brand, the only thing you have to do is stick to them. Starbucks, a success story As one of the first brands whose name was highlighted in the boycott, Starbucks was forced to react quickly by defending its Mexicanness, highlighting its values and taking actions to engage deeply. After the ban on refugees entering the United States, the brand announced the hiring of 10,000 refugees over the next five years in the 75 countries in which it has operations. Its CEO, Howard Schultz, highlighted that the initiative would begin in the US before the rest of the world and noted that special attention would be paid to those who served the US military as support personnel. Shortly after, the company sent a statement to its frequent customers through the database of its My Starbucks Rewards program. In it he pledged that the company would remain firm in its values regardless of the political landscape and highlighted the brand's pride in being part of Alsea, a 100% Mexican company. This statement also links to a letter from its global CEO , in which, in addition to guaranteeing that its Human Resources Team has remained in contact with collaborators who could be affected by the immigration ban, it takes the opportunity to highlight four fundamental commitments: Construction of bridges and not walls, with Mexico: Highlights the commercial relationship with Mexican coffee growers even before the opening of the first store in the country and the creation of the Producer Support Center in Chiapas, as well as the donation of coffee plants. coffee and other successes in terms of links with the community and the environment. Support for Dreamers: Highlights the Consideration of Deferred Action for Childhood Arrivals program to promote job opportunities for youth. Hiring refugees: As part of its efforts to promote job opportunities for young people, the company intends to double its efforts to support those fleeing war, violence and discrimination. Commitment to health care: Given the concern of its collaborators about government actions and their impact on participation in the Affordable Care Act.