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Scopen presented the results of the report during the +CTG Latin American Creative Economy Summit, supported by UN Women and in collaboration with the agency Normmal.
When asked about the words most associated with sustainability, despite variations between countries, "Environment" (33%) came out on top, followed by "Responsibility" (23%) and "Future" (21%), with the latter two showing significant increases in mentions compared to the previous edition.
The study examined various aspects of corporate sustainability objectives, goals, and strategies.
These were followed by the use of recycled materials, renewable energy, and energy efficiency in production (all mentioned by over 60% of respondents).
This reflects a solid commitment to environmental sustainability, suggesting that companies are seeing greater profitability and competitiveness as a result of integrating these practices.
This is followed by participation in Sustainability Forums and Conferences (68%), and Awareness Campaigns on Social Media (61%).
In markets such as Argentina, 90% of respondents also mention Participation in sustainability committees and working groups. As more companies adopt this approach, we can expect greater integration of sustainability into organisational culture, which is crucial for ensuring long-term employee commitment and the effective execution of sustainable initiatives.
These figures are important, reflecting growing consumer demand for greater transparency, which will be essential in the future.
As in previous editions, the study was carried out in partnership with UCEP (Colombian Union of Advertising Companies), aiming to analyse the role of companies operating in the marketing and communications sector in Latin America in meeting the SDGs, and how different industry players can help brands and businesses achieve these goals.
This year’s fieldwork took place between July and September 2024, involving 101 leaders from large companies and corporations in six Latin American countries.
The country with the highest representation was Brazil (27% of the sample), followed by Mexico (25%) and Colombia (21%). Most respondents were Sustainability Directors (23%), primarily working for foreign multinational companies (50%) and, notably, within the Services sector (53%).