With regard to the challenge of Earth Hour, a global initiative that invites us to turn off all the lights or disconnect our electronic devices for one hour and, which has also been positioned as one of the most relevant actions of the year against climate change, We believe that beyond this specific action, it is extremely urgent to achieve real long-term commitments, in order to encourage sustainable habits on a day-to-day basis.
According to the Who Cares, Who Does study we conducted late last year, consumer concern for the environment has decreased during the pandemic. In Chile, eco dismissers, a group that feels little or no interest in the environment, went from representing 22% in 2019 to 35% in 2022. However, compared to Brazil, Mexico and Ecuador, we are better positioned.
Everything indicates that we must take actions that make real sense for consumers. It is not enough to just talk about climate change or have marketing campaigns, which although important, require an awareness of what the consumer really needs to make it more ecological.
Is money and cost an issue today? Yes. Precisely for this very reason we have to work together with private and public agents. The challenge is for everyone.
Manager of the Kantar Worldpanel.