What the world will be like from now on remains an unknown. And, as with any unforeseen event, we must choose between waiting or leading the change. Teleworking or the growth of e-commerce are just some of the first strokes on this blank canvas before us. advertising phone number data Without a doubt, many more changes are yet to come; changes in the way we understand consumption, the economy and the role of companies.
There are many who claim that it is overexploitation that has brought us to this situation: overexploitation of resources, growth for growth's sake and a globalisation that is perhaps not as misunderstood as that which was predicted at the end of the century, but equally dangerous. People, a luxury vehicle for microorganisms such as viruses, can cross the planet in less than 24 hours, making an entire species vulnerable in a matter of days.
Change from the company
As set out in the United Nations 2030 Agenda, sustainability must combine three spheres: the environmental, the social and the economic. It is in the latter that both companies and national and international organisations play a key role. The economy, which has historically been the vehicle for the development of societies and ultimately a means to achieve a better quality of life, has become for many an end in itself, for which it even seems that life can be sacrificed. It is urgent to become aware of this nonsense and begin to act accordingly. Exponential and unstoppable growth must not come at the expense of people.
A discipline like marketing must never lose focus and leave people aside. The role of marketing is to study people's behavior around different products and services, iterating and improving them to meet their needs. Marketing must maintain consumption without falling into the culture of waste, optimizing its processes to find the ideal consumer for each product, and the ideal product for each consumer. Through important advances such as geomarketing or artificial intelligence, companies will increasingly be able to improve their processes and, therefore, optimize their efforts, maximizing results and avoiding excess.
