Misleading advertising

 

unemployee_of_the_year_benetton_unhate

 

The word crisis in Chinese is composed of two ideograms wej-ji which respectively mean danger and opportunity.

If the first symbol did not exist the second would not make sense because each one of us in a condition of well-being does not ask questions and lives in pleasure without any worries.

The mind finds solutions and strategies only in the face of danger and trouble.

In other words, the human being must strive; if we were in the field of art we will call it "Creative act".

 

The crisis we are living in this era has changed the lives of many people.

Even men who oversee businesses – entrepreneurs and managers – are called upon in daily engineering workouts to ensure the survival of their enterprises, or those for whom they work.

With the result being that sometimes the choices made are contradictory to say the least.

 

Benetton Group made a few months ago an unprecedented choice dismissing 450 people. 258 of these were from the Ponzano offices (where the company was founded) and Castrette di Villorba.

The response, of this multinational company whose revenue per year is 2 billion Euros to the crisis, has been to relocate production to the East, where the cost of labor is very low, and workers rights are virtually non-existent.

Nothing new, in the past this policy had been adopted in other production sites, but in these difficult times the complete indifference towards the local economy has cracked the social identity of the Venetian territory.

Originally from Treviso for better or for worse, I used to associate the business model of Benetton to Treviso, now these two concepts are completely unrelated to each other.

 

Not to mention that the same company has become (in) voluntarily protagonist of a sensational own goal through UNHATE, a foundation established with the objective to create a new culture among young people against any form of hatred.

One of the communication campaigns used to reach out to young people was - “Unemployee of the Year” - which kicked off in September 2012.

The communication was related to the possibility – for unemployed young people from all over the world, between the ages of 18 and 30 years old – to present their projects for which the UNHATE Foundation would then secure a funding package of € 5,000!

But if on the one hand with this initiative they wanted to get a message of empathy and sensitivity towards young people who can’t find employment, on the other hand the recent layoffs – which have created new unemployment – makes it sound like a joke!!

 

Fortunately, these situations are not the norm.

Speaking of Veneto, it is worth mentioning the initiative made by the Region to provide small and medium-sized enterprises with loans, by offering a 350 million Euro fund against closures and relocations.

Do you know what are the anti-crisis parameters?

Quality, sustainability, placing more value in the region’s resources and exporting “Made in Italy” products.

In this way you pinpoint an upturn but in a different dimension: the focus is not so much on the economic accounts as to the social and human side of the company.

 

Above all the green sector is the driving force of this change and Veneto with 30.670 companies who target eco-efficiency (9.4%), is the second Italian region that has taken the road of the Green Economy.

Veneto in spite of its misleading advertising now has a human facade.

 

(Translated by Victoria Lutterodt)

 

 

Written by Eleonora De Paolis Foglietta

Eleonora De Paolis Foglietta

Foglietta is her second surname.
She manages sales for her e-commerce website www.blueeco.it . She also cooperates with a vintage bijoux manufacturer living in Rome and recently started to promote online a unique painter living in Matera and well famous for his creations.
She also writes on social magazine gushmag.it , where she has her own space “Decrescita felice-ecostyle”.
She is not left or right oriented, while she is on the justice side.

Misleading advertising
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About Eleonora De Paolis Foglietta

Foglietta is her second surname. She manages sales for her e-commerce website www.blueeco.it . She also cooperates with a vintage bijoux manufacturer living in Rome and recently started to promote online a unique painter living in Matera and well famous for his creations. She also writes on social magazine gushmag.it , where she has her own space "Decrescita felice-ecostyle". She is not left or right oriented, while she is on the justice side.
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