May 07,2024 | Sustainability


by Luz María Ávila, Liliana Robles

Combating Asphyxiation and Thirst to Build a Sustainable Future with Reduced Carbon Footprint.


A conversation with Maricarmen Ubeda

Specialist in Corporate Social Responsibility | ESG | Sustainable Supply Chains | GHG Reduction initiatives


Measuring the carbon footprint is the first step towards a more sustainable future.

Mexico City houses more than 21 million citizens and it is at a critical point. Suffocated by pollution and thirst for a sustainable future, this mega city demands urgent solutions. In 2023, according to the WHO, the city had 45 days with unhealthy air levels, and that is just the tip of the iceberg. Uncontrollable forest fires, that are increasingly frequent, aggravate the situation and remind us of the fragility of our ecosystem. The water crisis is worsening. The Cutzamala System, which supplies a large part of the city, is at critical levels. The overexploitation of aquifers and the lack of rain put the supply of this vital liquid at risk. And the question is, what actions are we taking?

Can we reverse asphyxiation and thirst? The answer is in our hands. Measuring the carbon footprint is the first step towards a more sustainable future. Allows companies to identify and reduce their greenhouse gas emissions, contributing to a more breathable future.

Maricarmen Ubeda, a specialist in sustainability and climate change, invites us to reflect on the responsibility that lies within companies. Her experience and knowledge guide us in the search for solutions to build a greener and more resilient future.

In a very illustrative way, Maricarmen began by answering a crucial question to start the conversation:

What is a carbon footprint?

It is an indicator that measures the amount of greenhouse gases (GHGs) that a company releases into the atmosphere because of its activities.

Measuring allows:

  • Reducing environmental impact: By identifying areas where the most emissions are generated and taking measures to reduce them.
  • Improving efficiency: It optimizes the consumption of resources, such as energy and water, resulting in cost reduction.
  • Strengthening corporate image: Consumers are increasingly leaning towards brands committed to sustainability.

The challenges on the road to sustainability that she has faced:

  • Lack of knowledge and experience: Trained personnel are required to develop and implement sustainability strategies.
  • Initial investment costs: Adopting clean technologies or renovating infrastructure can involve a considerable investment.
  • Cultural changes: Implementing a culture of sustainability requires the commitment and participation of all employees of the company.

Having a clear perspective on the benefits of implementing sustainable strategies is the key to ensure the acceptance and approval of a project.

The company is responsible for making things happen, and she shared her perspective on considering consultants for the implementation. The basic role of external consultants will be to ensure and accompany the individual actions of companies. Based on their experience, they will help to recognize the positive aspects, such as the return on investment in these initiatives, create personalized strategies for different departments of the company, and undoubtedly, maintain an unbiased perspective by focusing on achieving tangible and sustainable objectives.

Although each company will yield different benefits, the most representative are:

  • Improving brand reputation and image.
  • Access to new markets and customers.
  • Increased competitiveness.
  • Minimization of legal and financial risks associated with climate change.

Maricarmen also commented during the interview: Sustainability is more than a temporary trend; it’s a shared responsibility.

Every small action counts. Companies that embrace this commitment today will be better positioned to thrive in an increasingly demanding and environmentally conscious marketplace.

This is where Maricarmen left her recommendations for the implementation of sustainable strategies:

  1. Measuring the carbon footprint as a starting point.
  2. Setting ambitious and realistic emission reduction targets.
  3. Implementation of energy efficiency measures.
  4. Promoting a culture of sustainability within the company.
  5. Collaborating with suppliers and customers to reduce the environmental impact throughout the value chain.

Urgent action is needed to safeguard the planet’s health and ensure a prosperous future for generations to come.

Luz María Ávila is Marketing Solutions Partner at Naawa, Liliana Robles is Business Solutions Sr Manager at Naawa.

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