# Impact thrice · Consumer Trends 2024 · Zorraquino
> Companies bet on creating shared value beyond their own existence.
URL: https://www.zorraquino.com/en/trends/consumer-trends-2024/impact-thrice

![Impact thrice: Companies bet on creating shared value beyond their own existence.](https://cdn.sanity.io/images/0w1142l8/production/d55b8aa1aa2e2a6ccf81a5710dc14aab903e7ba3-1920x1440.webp/impact-thrice-companies-bet-on-creating-shared-value-beyond-their-own-existence.webp?w=1600&fit=max&auto=format&q=85)

Trend 02

# Impact thrice

1. [Consumer Trends 2024Home](https://www.zorraquino.com/en/trends/consumer-trends-2024)
2. [Trend 01Beyond god](https://www.zorraquino.com/en/trends/consumer-trends-2024/beyond-god)
3. [Trend 02Impact thrice](https://www.zorraquino.com/en/trends/consumer-trends-2024/impact-thrice)
4. [Trend 03AI attacks](https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks)
5. [Trend 04Textile exodus](https://www.zorraquino.com/en/trends/consumer-trends-2024/textile-exodus)
6. [Trend 05Complex disparity](https://www.zorraquino.com/en/trends/consumer-trends-2024/complex-disparity)
7. [Trend 06Muscles as success](https://www.zorraquino.com/en/trends/consumer-trends-2024/muscles-as-success)
8. [Trend 07Extra payments](https://www.zorraquino.com/en/trends/consumer-trends-2024/extra-payments)
9. [Trend 08Jumping stages](https://www.zorraquino.com/en/trends/consumer-trends-2024/jumping-stages)
10. [Trend 09Lusty food](https://www.zorraquino.com/en/trends/consumer-trends-2024/lusty-food)
11. [Trend 10Secret tourism](https://www.zorraquino.com/en/trends/consumer-trends-2024/secret-tourism)

Impact thrice

Companies bet on creating shared value beyond their own existence.

Trend axes

- Real impact
- Brand purpose
- B Corp movement
- Green is not green

Some figures

53.3%

Percentage of environmental claims by European companies that gave vague or unfounded information, according to a European Commission study carried out in 2020.

+6,200

6,270 is the number of companies worldwide that held B Corp certification at the end of 2022\. A community that grew by 46% over the last year.

€1,500M

Amount invested by Spanish companies in sustainability and corporate social responsibility measures, according to the 8th report on the Social Impact of Companies by Fundación Seres and Deloitte.

+60%

60.7% of business strategies include sustainability as a fundamental pillar, according to the Approaching the Future 2023 study.

## From ethics to purpose

We live in an era marked by a series of unprecedented challenges and transformations. Wars, pollution, economic crises, the rapid spread of technology and growing social and environmental awareness are shaping an extremely complex global environment.

In this scenario, triple-impact companies are emerging as crucial players. Beyond profits, these companies adopt a business vision based on creating economic, social and environmental value and seek a balance between their profitability goals and their responsibility towards society and the environment.

Driven by the legal framework, more and more companies are setting off on the path to sustainability, accepting that it is a fundamental pillar of their stability and competitiveness. A path that is not easy, but is essential.

So ethics gives way to purpose, and actions speak louder than words. Corporate reputation becomes more important than ever and organisations must rethink it strategically, applying management and measurement models that allow these criteria to be built into their structure.

On the other hand, consumers are becoming more aware and demanding and easily perceive whether commitments are authentic. When it comes to choosing and differentiating, price is no longer the main factor; the ability to have a positive impact has become one of the decisive elements in decision-making.

In this sense, companies have a great opportunity to create products and experiences that lead the way in building a more responsible future, creating bonds not only with their audience but also with the planet.

Expert view

![Francisco Blanco: Consumer Director at Pascual](https://cdn.sanity.io/images/0w1142l8/production/3c624c7d639bfbbbaa9182f2ce24993d5bb7f947-900x1210.webp/francisco-blanco-consumer-director-at-pascual.webp?w=1600&fit=max&auto=format&q=85)

### Francisco Blanco

Consumer Director at Pascual

Creating local value through our purpose.

Today, creating shared value is guiding companies towards a new era of responsibility and purpose that seeks to transform society. Triple-impact companies are taking on a crucial role by moving from ethics to purpose, committing to a business vision that seeks a balance between creating economic, social and environmental value.

At Pascual, our nonconformist spirit has led us to anticipate these trends through the company’s purpose, “Giving the best for the future of food”, which is not just a statement of intent, but a roadmap backed by concrete commitments such as wellbeing, social development and the environment, which we work on every day.

We contribute to the wellbeing of millions of households by improving the nutritional profile of our products every year. We also support social development by strengthening our value chain through local products, such as our plant-based drinks brand Vivesoy, the only one on the market that is 100% locally grown; and we create a positive impact on local communities in rural Spain, as all the raw materials for Leche Pascual come from farms located in towns of fewer than 30,000 inhabitants.

We also take care of the planet, promoting a more sustainable food chain, driving innovation in 100% circular packaging, such as the new Bezoya bottle, which has reduced the use of plastic in its packaging, and promoting brands with an environmental purpose.

These commitments are the essence of Pascual, because giving the best for the future of food means contributing to a society committed to local communities, their social development and an ever more sustainable food chain.

## Cases

01 / 05

Zorraquino spotlights

1. 01  
Green is no longer green. Companies are moving from ethics to purpose and must strike a balance between their goals, profitability and responsibility to keep their credibility.
2. 02  
Applying technology is crucial in transforming business organisations towards sustainability. Its advantages must be identified to create value internally and externally.
3. 03  
Companies are accepting the importance of adopting responsible practices from their core and strategy to generate a triple economic, social and environmental impact.

Zorraquino playlist

- Pangea ÚltimaCasa Dragón · 2022
- Dame una oportunidadJulieta Venegas · 2023
- 90Merina Gris · 2022

[See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2024/playlist)[Listen on Spotify](https://open.spotify.com/playlist/0UmKqdqLcue96kV7sI2Cde)

## More on the trend

### References

- [McDonald’s propone hacer un pedido en junio y recibirlo en diciembre](https://www.marketingnews.es/marcas/noticia/1178194054305/mcdonalds-propone-pedido-junio-y-recibirlo-diciembre.1.html)
- [Barceló Hotel Group crea una lista musical en Spotify para promover duchar cortas y evitar el gasto de agua](https://www.reasonwhy.es/actualidad/barcelo-hotel-group-lista-spotify-duchas-cortas-ahorro-agua)
- [Honeyman, Ryan y Jana, Tiffany. (2022). Movimiento B Corp. Cómo utilizar tu empresa para generar un impacto positivo en la sociedad y el planeta. Gestión 2000\. Europa contra el greenwashing](https://ethic.es/2023/03/europa-contra-el-greenwashing-de-las-marcas-blanqueo-ecologico/)
- [B Corp lidera la sostenibilidad empresarial en España creciendo un 82% en 2022](https://www.bcorpspain.es/blog/b-corp-lider-sostenibilidad-empresarial-espana-2022)
- [La sostenibilidad se consolida en los modelos de negocio de las empresas](https://cincodias.elpais.com/companias/2023-05-29/la-sostenibilidad-se-consolida-en-los-modelos-de-negocio-de-las-empresas.html)
- [RSC: las empresas españolas invierten 1.500 millones de euros al año](https://www.larazon.es/economia/20221113/u5cej4bchnh3jbvdfokabpjosq.html)
- [¿Qué son exactamente las empresas B-Corp?](https://controlpublicidad.com/sostenibles-area-de-expertos/-que-son-las-empresas-b-corp-/)
- [How Green = Green Is Not Green. Think Full Spectrum, Please](https://medium.com/symbiotica/how-green-green-is-not-green-think-full-spectrum-please-39537f6cd0ea)
- [Triple impacto y experiencia del cliente: ¿cómo se relacionan?](https://es.insights.findasense.com/ideas/desafios/triple-impacto-experiencia-cliente-69171)
- [Transformación Digital con Triple Impacto](https://grupobinternational.com/transformacion-digital-con-triple-impacto/)
- [Al servicio del triple impacto: cómo las tecnologías revolucionan la forma de hacer negocios](https://www.cronista.com/apertura/empresas/Al-servicio-del-triple-impacto-como-las-tecnologias-revolucionan-la-forma-de-hacer-negocios-20191215-0004.html)
- [La tecnología como acelerador de crecimiento sostenible](https://tekiosmag.com/2023/07/18/la-tecnologia-como-acelerador-de-crecimiento-sostenible/)
- [Nueva propuesta de Directiva de la Comisión Europea para regular el «greenwashing» o «lavado ecológico»](https://www.hablamosdeeuropa.es/es/Paginas/Noticias/Nueva-propuesta-de-Directiva-de-la-Comisi%C3%B3n-Europa-para-regular-el-greenwashing-o-%C2%ABlavado-ecol%C3%B3gico%C2%BB.aspx)
- [PRADA GROUP AND FORESTAMI PRESENT FORESTAMI ACADEMY](https://www.pradagroup.com/en/news-media/news-section/23-03-20-prada-group-forestami.html)
- [Le même métier... en plus écolo !](https://www.lesnouveauxgeants.com/)
- [“Unfear” y la creatividad útil: la aplicación que está mejorando el día a día de las personas con autismo](https://www.reasonwhy.es/actualidad/unfear-creatividad-util-samsung-cheil-personas-autismo)
- [“Eart4”, la campaña que convirtió la Tierra en una compañía cotizada, gana el Grand Prix de Creative B2B en Cannes Lions](https://www.reasonwhy.es/actualidad/campana-eart4-grand-prix-creative-b2b-cannes-lions-2023)
- [Multiópticas, Iberdrola, Iberia: estos son los patrocinadores que se posicionan con las futbolistas en la polémica con Rubiales](https://www.elconfidencial.com/empresas/2023-08-25/iberia-patrocinados-rfef-caso-rubiales-pide-medidas-favor-futbolistas%5F3724045/)
- [«Deja de mirar a otro lado»: Nike retoma la bandera antirracista en apoyo a Vinicius](https://marketing4ecommerce.net/nike-muestra-su-apoyo-a-vinicius-junior-tras-los-ultimos-ataques-racistas-recibidos-por-el-jugador-del-real-madrid/)
- [Carrefour Francia señala a las marcas que practican ‘shrinkflation’ y abre un debate sobre la eficacia de la táctica](https://www.reasonwhy.es/actualidad/carrefour-senala-marcas-shrinkflaton-abre-debate-eficacia-tactica)
- [LEGO prepara el lanzamiento de sus ladrillos en braille para acercar el juego a todo el mundo](https://www.marketingdirecto.com/anunciantes-general/anunciantes/lego-braille-bricks-juega-con-braille-llega-al-mercado-espanol-en-2024)
- [Three-Sided coin gets people thinking about ethical and sustainable banking](https://www.yankodesign.com/2023/06/26/three-sided-coin-gets-people-thinking-about-ethical-and-sustainable-banking/)

Pages 55–77 of the report

[![AI attacks: Artificial intelligence finds its place in everyday life.](https://cdn.sanity.io/images/0w1142l8/production/6ec2e5c2724fcf10c6407ee6ec278d643198defe-1920x1439.webp/ai-attacks-artificial-intelligence-finds-its-place-in-everyday-life.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks)

Next trend · 03

[AI attacks](https://www.zorraquino.com/en/trends/consumer-trends-2024/ai-attacks)