Diana Pardo of Newlink: Brands must adopt sustainability and social awareness to reach the youth

One of the meetings during the seventh annual Hispanicize 2016 revolved around brands’ social responsibility and how these can translate their actions into financial returns and excellent dividends. Diana Pardo, Senior Multicultural Marketing Director at Newlink reminded about the importance of corporate transparency. “Companies should be transparent, honest, consistent, this is more important even than the way they chose to exercise social awareness. For brands being sustainable must be a permanent goal and not one that stops once is achieved.” Jennifer Brooks, Regional LatAm Director at Microsoft Filantropy said that her company allocates resources to educate those without job opportunities. “So the challenge that we are addressing is to prepare them to have them, which includes even making them go back to the classroom. We know we can’t reach this people through technology, so we partner with non-profit organizations that have our same goal.” Mathalie Farfan, Co-Founder and Creative Director at Botanika explained that being sustainable is not only profitable regarding good reputation, but it translates into tangible dividends for companies.