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Gigi Gutierrez of Planta: We must understand how to make advertising more aware and sustainable
Claudia Smolansky| 23 de enero de 2023
Gigi Gutierrez Planta 1
From Miami, Gigi Gutierrez brings the advertising industry an innovative agency called Planta, which invites brands and consumers to be more aware of the wants and needs of the world we live in. As EDC and founder together with her team of digital nomads, she is focused on having a triple impact: sustainability, a gender perspective and a 100 percent environmentalist point of view. “Your brand, your products, your services are part of this social and economic transformation because when we understand that our world also has a deadline, all is possible,” so she describes the values that sum up the Planta team’s mission.“We must challenge our minds to think clearly about what we tell consumers and also how we make that a reality, “Gutierrez said.Guided by that idea of responsible production, Planta went into business three years ago.“We understood the need to fully analyze and assemble the different elements of the industry. For that reason, we drew up a guide that explains how to create webs and design productions of the most sustainable nature,” she explained.She added that the current contamination of the Internet is on a similar scale as that produced by all the world’s air traffic, in other words, as much in its way as that of all the aircraft flying around the planet.For Gutierrez, the creation of this kind of content must be done without involving the ego. For that reason, she shares her understanding of the industry through her guide. “Less talk and more action. We have to understand what each of us can do from our positions in order to create greater awareness in advertising,” she added.She also let it be known that they are working on a tool that measures the impact on the environment of advertising media. “Advertisers will have the ability to decide where to appear and understand the environmental impact of their media plans,” she said.Finally, she summed up that her goal will continue being to decarbonize the industry, including the sectors of production and the web. “There are many measures for reducing our carbon footprint that I consider essential, and are part of our ethical and moral responsibility as professionals in this industry,” she concluded.
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