El futuro del marketing también debe ser sostenible | Sara Pradas - Creadoers | MBCC #48

Can a brand be more sustainable without sacrificing profitability? How can we communicate what we do without resorting to greenwashing? In this episode of MOASIS BUSINESS, we talk with Sara Pradas, founder of Creadoers, about marketing, communication, sustainability, well-being, and the responsibility brands have towards people and the environment. Sara has over 18 years of experience in marketing and communication and has worked on international projects related to real estate, retail, coliving, senior living, and major tourist and leisure destinations, some with over 20 million annual visitors. After years of working with brands, agencies, and marketing teams, she began to ask herself a question: can we do things differently? From this quest, Creadoers was born, a platform aimed at companies and professionals who want to learn how to create more sustainable brands for people, the environment, and resources, through training, methodologies, and strategic support in marketing, communication, and sustainable branding. In this conversation we discuss: ▫️ Her professional journey and the lessons learned from working on large international projects ▫️ What it's like to create and position a brand from scratch ▫️ Why working in marketing can be a true business school ▫️ The ability of brands to influence people and behaviors ▫️ Why marketing professionals have more responsibility than they often realize ▫️ How to build trust between a brand and its community ▫️ The importance of consistency between what a company says and what it actually does ▫️ Why not all brands need to jump on every trend ▫️ How to compete for attention in a content-saturated environment ▫️ Why quality content can hold our attention for much longer than 30 seconds ▫️ What sustainability truly means within a company ▫️ How to integrate sustainability into marketing, communication, and branding ▫️ What is greenwashing and why can a brand fall into it, even unknowingly? ▫️ And what is Creadoers, the new project with which Sara wants to help professionals and companies build truly sustainable brands? A conversation about sustainable marketing, greenwashing, branding, communication, corporate well-being, and new ways of building brands, but also about the need to stop, think, and ask ourselves what impact we are generating with each decision. MOASIS BUSINESS is the space where we meet the people behind the companies and share experiences about business, marketing, leadership, innovation, and entrepreneurship. 📺 Full interview available on YouTube 🎧 Also available on Spotify 00:00 Introduction 01:13 Sara Pradas: Marketing, Communication, and Sustainable Brands 02:39 How to Create More Sustainable Brands 05:08 The Experience of Working with Major Brands 06:35 Marketing for Different Audiences and Clients 08:57 Internal Communication and Company Culture 12:04 Health, Work, and the Leap into Entrepreneurship 13:49 Marketing Goes Far Beyond Selling 16:23 Black Friday, Campaigns, and Team Well-being 16:49 Brand Strategy: Why Not Follow Every Trend 19:14 How to Build Trust in a Brand 20:27 The Attention Economy and Digital Content 22:33 Corporate Sustainability: How to Communicate It 23:46 Workplace Well-being, Creativity, and Productivity 28:25 What Is Greenwashing and How to Avoid It 31:03 Transparency and Sustainability in Brands 32:34 Human Brands and Communication in the Age of AI 35:01 How Marketing Is Changing 37:15 Creators: Training in Marketing and Sustainable Brands 39:08 How to Create a Marketing Strategy 40:58 Starting a Business and Building Your Own Project 41:41 Competition, Collaboration, and Sustainable Marketing 43:49 How to Communicate Sustainability in a Different Way 44:47 Examples of Sustainable Brands and Business Models 48:09 How to Generate Profitability Through Sustainability 50:06 Well-being of Sustainable Teams and Companies 51:03 Hyperconnectivity, FOMO, and Work Rhythms 52:54 Final Reflection: Stop, Think, Breathe, and Act