{"id":18171,"date":"2017-03-22T16:03:45","date_gmt":"2017-03-22T16:03:45","guid":{"rendered":"http:\/\/commo.es\/?p=18171\/"},"modified":"2017-03-29T15:07:03","modified_gmt":"2017-03-29T15:07:03","slug":"efectivitat-de-activisme-de-marca-entes-com-rsc","status":"publish","type":"post","link":"https:\/\/commo.es\/ca\/efectivitat-de-activisme-de-marca-entes-com-rsc\/","title":{"rendered":"L\u2019efectivitat de l\u2019activisme de marca, ent\u00e8s com RSC"},"content":{"rendered":"<p>Marques i empreses estan comen\u00e7ant a anar m\u00e9s enll\u00e0 de les cl\u00e0ssiques estrat\u00e8gies de m\u00e0rqueting per destacar per sobre de les altres, i ho estan fent centrant-se en la <strong>responsabilitat social corporativa (RSC).<\/strong><\/p>\n<p>L\u2019<strong>activisme de marca <\/strong>\u00e9s <strong>comprom\u00eds i actitud<\/strong> basat en el recolzament i la defensa de causes socials.<\/p>\n<p>Els <strong>millennials<\/strong> han estat un dels factores clau que ha propiciat aquest moviment. La seva estrat\u00e8gica situaci\u00f3 en el consum ha obligat a les marques a centrar-se en ells, estudiar-los i valorar-los. Per tant, <strong>l\u2019activisme sorgeix de la necessitat d\u2019actualitzar el posicionament en el mercat<\/strong>. Per\u00f2 aqu\u00ed \u00e9s on es cometen els errors: ajuntar diferents perfils de consumidors en un mateix grup sense tenir en compte les seves <strong>caracter\u00edstiques<\/strong> i <strong>interessos<\/strong>.<\/p>\n<p>Un <a href=\"http:\/\/www.adweek.com\/brand-marketing\/infographic-what-consumers-really-think-about-cause-marketing\/\" target=\"_blank\">estudi<\/a>\u00a0nord-americ\u00e0 s\u2019ha encarregat de corroborar si aquest nou enfoc est\u00e0 sent d\u2019utilitat tant per marques com per a empreses. Els consumidors s\u2019han mostrat receptius davant l\u2019activisme de les mateixes i <strong>interessats en el suport a causes<\/strong> diferents com temes dom\u00e8stics, la fam o els sense sostre.<\/p>\n<p>Pel que fa a les opinions sobre credibilitat i influ\u00e8ncia de la RSC, depenen de q\u00fcestions <strong>generacionals<\/strong>. S\u00f3n considerades de m\u00e9s profit pels <strong>millennials<\/strong> amb un alt\u00edssim 46%, per\u00f2 la seva autenticitat \u00e9s <strong>subestimada<\/strong> per un 20% d\u2019ells. Aquests es mostren oberts a col\u00b7laborar amb les marques avantposant qualitat a ideals. Al costat oposat, els <strong><em>baby boomers<\/em><\/strong> mantenen les valoracions sobre el 10% en ambd\u00f3s casos, descartant el fet de pensar en les idees de les marques a l\u2019hora d\u2019anar a comprar.<\/p>\n<p>En resum, <strong>l\u2019activisme de marca<\/strong> \u00e9s activisme pur quan el consumidor es deixa <strong>arrossegar i influenciar<\/strong> pel seu carisma i valors. La clau est\u00e0 en treballar els distints terrenys i pensar en els <strong>interessos de les diferents generacions<\/strong> sense donar per ent\u00e8s que el context les acabar\u00e0 unint.<\/p>\n<p>Font original: <a href=\"http:\/\/www.puromarketing.com\/13\/28502\/activismo-marca-realmente-efectivo.html\" target=\"_blank\">puromarketing.com\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marques i empreses estan comen\u00e7ant a anar m\u00e9s enll\u00e0 de les cl\u00e0ssiques&#8230;<\/p>\n","protected":false},"author":6,"featured_media":18172,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[229,438,144],"tags":[481,480,471,472,473,231,482,233,450,479,485,475,483,476,477,484,478],"class_list":["post-18171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-ca","category-marketing-ca","category-publicitat","tag-activisme","tag-activisme-de-marca","tag-activismo-ca","tag-activismo-de-marca-ca","tag-babyboomers-ca","tag-branding-ca","tag-causes-socials","tag-marcas-ca","tag-marketing-ca","tag-marques","tag-marqueting","tag-millennials-ca","tag-posicionament","tag-posicionamiento-ca","tag-responsabilidad-social-corporativa-ca","tag-responsabilitat-social-corporativa","tag-rsc-ca"],"jetpack_featured_media_url":"https:\/\/commo.es\/wp-content\/uploads\/2017\/03\/Activismo-de-marca-rsc-millennials.gif","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/18171","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/comments?post=18171"}],"version-history":[{"count":1,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/18171\/revisions"}],"predecessor-version":[{"id":18173,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/18171\/revisions\/18173"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/media\/18172"}],"wp:attachment":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/media?parent=18171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/categories?post=18171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/tags?post=18171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}