Malena Morales, VP Corporate Affairs: ‘From purpose to action’ | Opinion
The Trade | Alicorp withdraws from Argentina: How is the company’s strategy readjusted in the region and in Peru? | Interview
December 9, 2021
Peru 21| Wineries and market stalls claim to have increased their sales by almost 60% thanks to Brands by your side
January 26, 2022
As a company, having a clear purpose is the first step to generating value for our stakeholders and for society. This articulates us, gives us a clear north and acts as our main guide in making decisions and actions.
In June 2020, Zeno Group’s Strength of Purpose study found that while up to 94% of surveyed consumers consider it important that the companies they deal with have a clear and strong purpose, only 37% think that companies really do.
As a company, having a clear purpose is the first step to generating value for our stakeholders and for society. This articulates us, gives us a clear north and acts as our main guide in making decisions and actions. So, how do we manage to be consistent with what we preach?
The first step is to make sure that the purpose is aligned with the core of the business and its objectives. A company must always promise what it can achieve and what it can achieve is tied to what it does as a business. The challenge lies in how we do so that this not only has an impact, but also transcends among the audiences we are addressing and in society as a whole.
For example, AirBnb is a company committed to combating prejudice and fostering diversity to make travel more inclusive and accessible to all. In 2017, it launched the Open Homes program, to offer a place to live, both for refugees, victims of catastrophes, politically persecuted, etc., in order to create a world where everyone feels at home. Today this program evolved into Airbnb.org.
It is also important to know in depth the public we serve. Putting the client, consumer and collaborators at the center of our decisions is fundamental, since we need to understand them strategically to provide them with tangible improvements that go beyond the products or services we offer, whether for their personal or professional development or their quality. of life and thus generate value.
Following this premise, Dove has built in recent years a philosophy focused on female empowerment. The brand sells personal care products and speaks primarily to women. How has it impacted their lives? getting rid of stereotypes and highlighting the value and real beauty of women.
On the other hand, Google constantly offers access to free courses from universities and other study centers. Another example to highlight is Crehana, which at the beginning of the pandemic, aligned with its core business and putting its client at the center, launched free courses under the “YoAprendoEnCasa” initiative to encourage remote learning.
At the local level, at Alicorp we also seek that all our actions are guided by our purpose of Feeding a better tomorrow, understanding it as an action that goes beyond providing food.
For us, feeding also means growing, helping society and inspiring us to be better. For this reason, taking into account the importance of strengthening the front-line health system, especially in this context of a pandemic, we join UNICEF, which has been carrying out comprehensive work in Ucayali, Loreto and Huancavelica, to provide 123 concentrators to 69 centers. of health to those who come supporting.
On the other hand, taking into account the international situation of the rise in prices of raw materials, freight, the impact of the pandemic and other factors that have been impacting our consumers, we recently promoted “Brands by your side”. An initiative that today includes 13 high-quality products, from 10 categories that are highly demanded in this context, and whose low prices we want to maintain, as far as possible, in order to support Peruvian families.
Understanding the social, economic and environmental challenges that will continue to impact our environments is key and from our role, whatever it may be, we have to work to contribute to being part of the solution.
The way to do this is by designing initiatives or programs focused on a corporate purpose that goes beyond the financial objective, in conjunction with the communities we target, understanding and knowing the needs and expectations of our customers and consumers, and establishing alliances and solid collaborations with other organizations and expert institutions that allow adding greater value.
Check the original source here
