“Party and raise awareness”; show green marketing failure at festival

“Party and raise awareness”;  show green marketing failure at festival

  • It is estimated that an average Mexican can generate up to just over 1.86 kilos of waste per day.

  • It is estimated that the entertainment industry in Mexico generates just over 4% of gross domestic product (GDP).

  • Among the strategies of marketingthe use of sustainable products has become increasingly common.

Within the post-pandemic new normal, various ideas have been developed that are more than just a trend, as they have been established as an important part of personal and social development; therefore, aspects such as health care, mental stability and environmental protection are part of the new change of ideology generated by the global crisis, a situation that especially impacts new generations, those who are more actively seeking to be mindful and sustainablesuch is the case of a user of the network that has gone viral in recent hours, because her actions in the middle of the party, they showed a failure of marketing festive green, action that managed to impact the digital community, eliciting various reactions.

At present, it is estimated that the culture of entertainment, which includes festivals, concerts and other performances within the national territory, generates just over 4% of gross domestic product (GDP) from the country, figure that exceeds 22 thousand 400 million dollars and is expected to exceed $26 billion by 2024.

However, according to what was indicated by the National Institute of Statistics and Geography (INEGI), a person generates about 1.86 kilos of waste per day, figure which, calculated for each person attending a music festival with a capacity of 90,000 spectators, reflects that in one day just over 62 tonnes of waste can be generated.

In addition to social benefits, companies have had to modify their structures, to avoid fines, closure, administrative arrest, confiscation and suspension or revocation of concessions, licenses, permits or authorizations, exercised by the government, under laws such as the General Ecological Balance and Environmental Protection Act (lGeepA), which is why brands such as Burger king have changed their packaging while Coca Cola has created a campaign aimed at well-being sustainable and a 100% recyclable green container.

They show a lack of marketing festive green

In a reality where consumers have become increasingly demanding, aspects such as marketing green, have taken on great importance since can be defined as the actions taken, both at the level of communication and at the level of logistics or business, who seek to be more sustainable and less polluting; However, these actions can fail, as shown by a surfer on the networks, which has gone viral in recent hours, after having decided to collect an innumerable quantity of plastic cups, waste from the festival. Low party, in Benidorm.

@mandream07 I wish we were all equally responsible at the party 🤣🤣🤣 #chicatop ♬ original sound – Andreea MM

In the current context, consumers have become more and more demanding on the actions of companies, a reason that has led industries to change their consumption habits to remain in people’s preference, as is the case of the sector of entertainment, such as concerts and festivals, which have sought to adopt proposals aimed at reducing the negative environmental impact generated.

Vive Latino is an example of green marketing, which sought to generate a culture of recycling by exchanging accumulated drink glasses for official event merchandise; Cold Play, in turn, during its visit to Mexico, gave one of the most important examples of sustainability in concerts, by reducing the carbon emissions of the tour by 50%.

Sustainability in plastics and energy use is one of the recurring concerns of consumers, which is why this sector aims for sustainable development, which focuses on at least three points as indicated by green marketing, to know :

  • Redesign of products, optimization of materials and promotion of recycling.
  • Seek energy efficiency in terms of industrial development.
  • Improve the product value chain.

The daily actions of environmental protection that can go viral within the networks, allow users to motivate their own actions, generating chains of sustainable proposals, for the benefit of the planet.

Now read:

Sony expands sustainability strategy; Pizza Hut invests in major 2022 expansion
Sustainable fashion and Kenya Os in Tecate Comuna was a trend in the networks
Local consumption: the simple key to supporting the countryside and sustainable agriculture in Mexico
5 options to join sustainable fashion and take care of the environment

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