Metodología de comunicación estratégica para la gestión sustentable del plástico en la empresa Flomecol

Abstract

Sustainable plastic management represents a crucial challenge in the current context of environmental crisis and climate change. While rapid industrialization has increased the generation of plastic waste, it is essential to recognize that plastic, as a versatile and durable material, is not inherently harmful. The real problem lies in the inadequate management of this waste, which underscores the importance of developing effective communication and environmental education strategies. Plastic pollution is a global problem. As Hoellein and Rochman (2021) point out, plastic waste in terrestrial and freshwater ecosystems is an important but underestimated component of global plastic pollution. This finding highlights the need to expand the focus of research and management strategies beyond the oceans, also addressing pollution in rivers and terrestrial ecosystems. The present study sought to design a strategic communication methodology to facilitate Flomecol company's transition toward sustainable management of plastic used in its operations. This guide aims to generate a positive impact in both the academic sphere and in business and social practice, by addressing the complex issue of plastic management from a communicative perspective in relation to environmental education, circular economy, and the plastic life cycle. This study conducted an exhaustive bibliographic exploration that allowed for the determination of relevant theoretical aspects, while qualitative and quantitative findings from primary sources made it possible to structure the methodology adjusted to Flomecol's particular context. From this research work, a realistic and comprehensive proposal was obtained, capable of being adopted by the organization within its future initiatives regarding sustainable plastic management. Thanks to the information provided by the company about the quantity and portfolio of products they handle, and some approaches toward environmental education by their employees, the plastic life cycle analysis revealed the stakeholders' interests, environmental and communication needs, as well as existing failures in the plastic management process. The designed communication strategy provides a methodological roadmap for each actor involved in raising awareness about poor plastic waste management at Flomecol.