{"id":22214,"date":"2022-10-17T07:59:14","date_gmt":"2022-10-17T06:59:14","guid":{"rendered":"https:\/\/www.talentiam.com\/?p=22214"},"modified":"2022-10-17T08:47:03","modified_gmt":"2022-10-17T07:47:03","slug":"greenhushing-o-ecosilencio-que-significa-este-termino","status":"publish","type":"post","link":"https:\/\/www.talentiam.com\/es\/blog\/greenhushing-o-ecosilencio-que-significa-este-termino\/","title":{"rendered":"Greenhushing o ecosilencio: qu\u00e9 significa este t\u00e9rmino que se aleja del greenwashing"},"content":{"rendered":"<p>Durante las \u00faltimas semanas (y meses) estamos hablando mucho, quiz\u00e1s demasiado, del popular <em><a href=\"https:\/\/www.talentiam.com\/es\/blog\/investigadores-estudiantes-y-marcas-luchan-contra-el-greenwashing\/\" target=\"_blank\" rel=\"noopener\">greenwashing<\/a><\/em>, y no por gusto. Esta pr\u00e1ctica, que se podr\u00eda definir en breves palabras como \u00abblanqueamiento eco\u00bb por parte de las campa\u00f1as de marketing de las empresas, ahora tiene una ant\u00edtesis. Porque como de costumbre en la vida, los contrarios existen. En este caso,<strong>\u00a0la praxis opuesta se llama <em>greenhushing<\/em> o <em>ecosilencio<\/em><\/strong><em>\u00a0<\/em>y tambi\u00e9n merece su espacio. En talentiam, como expertos en sosteninibilidad en el campo del fashion-retail, damos voz a este fen\u00f3meno que se relaciona con una mejor salud del planeta.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-22218\" src=\"https:\/\/www.talentiam.com\/wp-content\/uploads\/2022\/10\/Greenhushing.jpeg\" alt=\"\" width=\"1200\" height=\"800\" srcset=\"https:\/\/www.talentiam.com\/wp-content\/uploads\/2022\/10\/Greenhushing.jpeg 1200w, https:\/\/www.talentiam.com\/wp-content\/uploads\/2022\/10\/Greenhushing-300x200.jpeg 300w, https:\/\/www.talentiam.com\/wp-content\/uploads\/2022\/10\/Greenhushing-1024x683.jpeg 1024w, https:\/\/www.talentiam.com\/wp-content\/uploads\/2022\/10\/Greenhushing-768x512.jpeg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2>Greenhushing o ecosilencio: qu\u00e9 es<\/h2>\n<p>Como su propio nombre indica en ingl\u00e9s y en castellano, este h\u00e1bito define a las compa\u00f1\u00edas que aplican medidas <em>ecofriendly<\/em> y no tienen la necesidad de publicarlo o incluso optar por el silencio. Los enfoques responsables se relacionan con empresas realmente comprometidas con la causa que no quieren aprovechar el oportunismo para ver crecer sus ventas. Adem\u00e1s, tambi\u00e9n <strong>evitan caer en publicidad enga\u00f1osa o en quedarse cortos (o pasarse) con sus promesas a trav\u00e9s del marketing. <\/strong><\/p>\n<p>Recordemos que la pr\u00e1ctica del <em>greenwashing<\/em> es il\u00edcita, ya que anuncia datos y procesos que no son fieles a la verdad. Asimismo, genera inseguridad y desconfianza en el consumidor, que (en algunos casos) acaba por no crear las promesas verdes de ciertas compa\u00f1\u00edas.<\/p>\n<h2>\u00bfQu\u00e9 quieren los consumidores?<\/h2>\n<p>Es complejo conocer qu\u00e9 desean todos los consumidores. Optar por el silencio en una pr\u00e1ctica correcta<strong> deja al mercado sin casos de ecoresponsabilidad reales que puedan servir de inspiraci\u00f3n para otros<\/strong> y logra que los usuarios que buscan este tipo de empresas no las encuentren a trav\u00e9s de canales de publicidad algo m\u00e1s convencionales.<\/p>\n<p>En <a href=\"https:\/\/es.fashionnetwork.com\/news\/-greenhushing-la-antitesis-del-greenwashing-,1448529.html\" target=\"_blank\" rel=\"noopener\">Fashionnetwork<\/a> ponen en la mesa un interesante ejemplo. \u00ab<span style=\"font-weight: 400\">Un estudio realizado en Austria y publicado en el Journal of Travel Research en 2020 analiz\u00f3 la reacci\u00f3n de los hu\u00e9spedes de los hoteles y la forma en que \u00e9stos comunican su enfoque \u00abverde\u00bb. En general, \u00abnuestra investigaci\u00f3n ofrece pocas razones para el <em>greenhushing<\/em> desde la perspectiva de los hu\u00e9spedes\u00bb, concluyen los investigadores. Por el contrario, el estudio indica claramente una expectativa de transparencia por parte de los consumidores con respecto a los enfoques medioambientales de las empresas y las marcas\u00bb. <\/span><\/p>\n<p>Lo que est\u00e1 claro es <strong>la transparencia es primordial para llegar al consumidor<\/strong>, la mentira no es bien recibida y el descubrimiento de una publicidad enga\u00f1osa puede causar un gran da\u00f1o en la imagen de una compa\u00f1\u00eda o marca.<\/p>\n<article id=\"post-22158\" class=\"c-post post-22158 post type-post status-publish format-standard has-post-thumbnail hentry category-sostenibilidad tag-587 tag-fashion tag-moda tag-sostenibilidad tag-sostenible\">\n<div class=\"c-post__content\">\n<p>Finalmente, te animamos a que nos sigas en nuestras<strong>\u00a0Redes Sociales<\/strong>\u00a0(<a href=\"https:\/\/www.instagram.com\/talentiam_oficial\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>,\u00a0<a href=\"https:\/\/www.facebook.com\/talentiam\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>\u00a0y\u00a0<a href=\"https:\/\/twitter.com\/settings\/account\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter.<\/a>\u00a0\u00a1Bienvenidos a la peque\u00f1a-gran familia de\u00a0<em><strong>talentiam<\/strong><\/em>!<\/p>\n<p>Fotos | Tropicfeel<\/p>\n<\/div>\n<\/article>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hablamos del greenhushing o ecosilencio: la pr\u00e1ctica que dice adi\u00f3s al greenwashing y tambi\u00e9n tiene su parte pol\u00e9mica. <\/p>\n","protected":false},"author":8,"featured_media":22216,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"BlogPosting","footnotes":""},"categories":[111],"tags":[587,261,262,107,170,258],"class_list":["post-22214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sostenibilidad","tag-587","tag-coolhunter","tag-coolhunting","tag-sostenibilidad","tag-sostenible","tag-tendencias"],"yasr_visitor_votes":{"stars_attributes":{"read_only":false,"span_bottom":false},"number_of_votes":1,"sum_votes":5},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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