NotGreenWashing Institute

·ALWAYS REDEFINING SUSTAINABILITY·

Perceived reality

Nowadays, the key to success in generating shared value is finding a balance between business performance and the every stakeholder’s perception.

Reputation is a very important asset for companies, because business management must aim at meeting the needs of every interest group. However, it must also work towards developing communication strategies that allow the company to capitalise on that perception. Similarly, the company’s actions must be sound and consistent with every message it sends, so that unconstructive practices like greenwashing are avoided and reputational risks are mitigated.

To be and seem, that is the question.

Scientifically based knowledge is crucial in order to decrease complexity in institutions and organisations and walk towards sustainability, because it helps in:

  • Being effective
  • Being innovative
  • Reducing risks
  • Finding solutions
  • Taking on a global view

Our investigations add value to companies, economic sectors, institutions and society, because we overcome challenges and concerns in the field of sustainability.

  • “Incorporating sustainability criteria to any process is already an indisputable requirement for every business sector. Large companies are now tasked with spreading good environmental practices to their suppliers and clients, because of their prescribing powers. Simultaneously, they must also boost innovation and economic efficiency.”

    Aurelio del Pino, Managing director.
    Asociación de Cadenas Españolas de supermercados (Spanish Supermarket Chains Association).
  • “There is no doubt about the relevance sustainability has in any company’s strategy. Long ago have concerns about this kind of development dissipated. Some people though of it as a passing fad that the recession would just blow away and some other people found in it the perfect opportunity to hide their own agenda behind the comfortable cardboard barrier of greenwashing or philanthropic actions from past eras. Social responsibility and sustainability have come to stay. The future will be sustainable or won’t be at all.”

    Alejandro Martínez, Director of Strategic Marketing.
    EROSKI
  • “Sustainability for restaurants is not only their commitment to society, but also an efficient way of starting off that long-awaited reform and achieving excellence.”

    Mario Cañizal, Executive Vicepresident.
    Restaurantes Sostenibles (Sustainable Restaurants).
  • “The viniculture industry fully realises the effects of climate change, because its activity is linked to land, soil and climate. This is a proven fact, so winemakers take on their share of responsibility in mitigating such effects. That is why Wineries for Climate Protection has committed to reducing GHG emissions, decreasing consumption and improving water, energy and waste management.”

    Pau Roca, General Secretary.
    Spanish Wine Federation.
  • “Understanding the water footprint makes sense within a humanitarian and environmental approach. Nevertheless, it is also positive for companies, because lacking water is a serious material risk. Just finding out if the water footprint of any production is sustainable is a crucial first step towards mitigating all water-related business risks. It highlights where measures should be taken and how to create a solid scientific base to balance water usage by companies with the needs of communities and nature.”

    Ruth Mathews, Executive Director.
    Water Footprint Network.
  • “Responsible tourism is not just an obligation, it is a way of building a common future for humanity.”

    Cristian Palazzi,Observatori de Turisme Responsable (Responsible Tourism Observatory).
    Universitat Ramón Llul.
  • “Sustainability for restaurants is not only their commitment to society, but also an efficient way of starting off that long-awaited reform and achieving excellence.”

    Mario Cañizal, Executive Vicepresident.
    Restaurantes Sostenibles (Sustainable Restaurants).
  • “Responsible tourism is not just an obligation, it is a way of building a common future for humanity.”

    Cristian Palazzi,Observatori de Turisme Responsable (Responsible Tourism Observatory).
    Universitat Ramón Llul.

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May 2018

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