Responsabilidad Social Empresarial que Tienen las Marcas en México y Colombia y el Impacto en su Posicionamiento

Abstract

Corporate social responsibility (CSR) is an increasingly relevant practice in business around the world, and Latin America isn´t a exception. In the last decade, there has been a growing interest in adopting and promoting initiatives of this type in the region, as in countries such as Mexico and Colombia, which reflects a growing awareness of the importance of companies being responsible agents committed to the social and environmental wellbeing of the communities in which they operate. In both cases, it´s a key factor for the sustainable development and progress of each nation. By integrating responsible practices into their strategy, companies can generate a positive impact on society, the environment and the economy. This is how a brand that stands out for it´s socially responsible actions can attract customers who value sustainability and positive contribution to the environment, this can improve it´s reputation and the perception that customers, employees and other stakeholders have about the company, which in turn can strengthen loyalty and trust towards the brand. In both Mexico and Colombia there is clear evidence of the change that organizations have been generating with respect to CSR, with concrete examples that go beyond the sometimes inconsistent stance of social responsibility.