Now that the quarantine has been lifted, our economy begins a complex process towards its reactivation, where companies are forced to evolve in order to remain in the market. Organizations such as the Association of Peruvian Municipalities, Lima Cómo Vamos, Movimiento Ciudadano Frente al Cambio Climático, WWF Peru, Periferia, among others, have already spoken out demanding a sustainable economic recovery, The company's brands are also expected to be environmentally friendly, in addition to generating income and employment. Similarly, 6 out of 10 consumers expect brands to state how they will contribute to the future of the country (GFK, 2020). The pandemic has revealed the connection between our daily activities and the deterioration of the environment.

“Undoubtedly, the “new normal,” as many have called it, will be the product of a dramatic evaluation of the traditional economic and social systems, and the Peruvian companies' responsibility with the environment will play a fundamental role in this change of approach,” says Marian Buraschi, Director of nexos+1. With this in mind, the specialist explains the 3 keys to implementing a sustainability approach in our companies and being competitive in the “new normal”.