Greenvertising: la preferencia del consumidor por marcas ecológicamente responsables. Caso Falabella “Denim + Verde”

La industria de la moda es de las que mayor contaminación generan a nivel mundial debido al fast fashion para la elaboración de sus prendas, la cual consiste en lanzar nuevas colecciones de ropa de manera acelerada y a bajo costo, produciendo más polución ambiental. Esto significa que en un modelo fast fashion para la producción de un polo de algodón se utilizan alrededor de mil litros de agua y a esto se le suma la deforestación por el excesivo consumo de los cultivos de algodón. De este modo, Falabella, una de las empresas más conocidas de moda rápida reaccionó a la problemática para reivindicar el daño causado a través de su campaña “El denim es + Verde”. Esta campaña impulsó acciones de reciclaje y presentó una nueva línea de prendas con materiales eco amigables. Se utilizó una metodología mixta con variables de estudio cualitativas y cuantitativas. Asimismo, el objetivo principal de la campaña fue incrementar el valor de marca de Falabella frente a los consumidores de moda para construir una visión de responsabilidad social. Dentro de los resultados, se reciclaron 1.3 toneladas de jeans; el 10% se destinó a ventas de segunda mano, el 20% a eco relleno y el 70% de estos jeans fueron transformados en nuevas prendas. El presente caso aspira analizar la creatividad publicitaria de las campañas desde una perspectiva que no solo busca visibilizar la ventaja funcional de sus productos, sino de proyectar nuevas estrategias de comunicación con una visión ética sostenible hacia el futuro.The fashion industry is one of those that generate the most pollution worldwide due to fast fashion for the production of its garments, which consists of launching new clothing collections quickly and at low cost, producing more environmental pollution. This means that in a fast fashion model, around a thousand liters of water are used to produce a cotton polo shirt, and to this is added deforestation due to excessive consumption of cotton crops. In this way, Falabella, one of the best-known fashion companies, quickly reacted to the problem to vindicate the damage caused through its “Denim is + Green” campaign. This campaign promoted recycling actions and presented a new line of clothing with eco-friendly materials. A mixed methodology was used with qualitative and quantitative study variables. Likewise, the main objective of the campaign was to increase Falabella's brand value among fashion consumers to build a vision of social responsibility. Among the results, 1.3 tons of jeans were recycled; 10% went to second-hand sales, 20% to eco-filling and 70% of these jeans were transformed into new garments. This case aims to analyze the advertising creativity of the campaigns from a perspective that not only seeks to make visible the functional advantage of its products, but also to project new communication strategies with a sustainable ethical vision towards the future.Trabajo de suficiencia profesiona

Guidelines for the use and interpretation of assays for monitoring autophagy (4th edition)

In 2008, we published the first set of guidelines for standardizing research in autophagy. Since then, this topic has received increasing attention, and many scientists have entered the field. Our knowledge base and relevant new technologies have also been expanding. Thus, it is important to formulate on a regular basis updated guidelines for monitoring autophagy in different organisms. Despite numerous reviews, there continues to be confusion regarding acceptable methods to evaluate autophagy, especially in multicellular eukaryotes. Here, we present a set of guidelines for investigators to select and interpret methods to examine autophagy and related processes, and for reviewers to provide realistic and reasonable critiques of reports that are focused on these processes. These guidelines are not meant to be a dogmatic set of rules, because the appropriateness of any assay largely depends on the question being asked and the system being used. Moreover, no individual assay is perfect for every situation, calling for the use of multiple techniques to properly monitor autophagy in each experimental setting. Finally, several core components of the autophagy machinery have been implicated in distinct autophagic processes (canonical and noncanonical autophagy), implying that genetic approaches to block autophagy should rely on targeting two or more autophagy-related genes that ideally participate in distinct steps of the pathway. Along similar lines, because multiple proteins involved in autophagy also regulate other cellular pathways including apoptosis, not all of them can be used as a specific marker for bona fide autophagic responses. Here, we critically discuss current methods of assessing autophagy and the information they can, or cannot, provide. Our ultimate goal is to encourage intellectual and technical innovation in the field