{"id":24312,"date":"2025-10-09T11:17:07","date_gmt":"2025-10-09T09:17:07","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=24312"},"modified":"2026-11-12T11:24:09","modified_gmt":"2026-11-12T10:24:09","slug":"movilidad-sostenible-contar-el-cambio","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/movilidad-sostenible-contar-el-cambio\/","title":{"rendered":"Movilidad sostenible: contar el cambio"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24312\" class=\"elementor elementor-24312 elementor-21039\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a7e6088 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"a7e6088\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f19d53e\" data-id=\"f19d53e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2e4570d elementor-widget elementor-widget-text-editor\" data-id=\"2e4570d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><span data-teams=\"true\"><strong>Por qu\u00e9 la movilidad sostenible necesita una narrativa empresarial<\/strong>\u00a0<\/span><\/h5><p><span data-contrast=\"auto\">En los \u00faltimos a\u00f1os, la movilidad en Espa\u00f1a ha atravesado una transformaci\u00f3n profunda, marcada por la innovaci\u00f3n tecnol\u00f3gica, la emergencia clim\u00e1tica y los cambios en los h\u00e1bitos de consumo. Esta evoluci\u00f3n ha impactado tanto a las empresas como a las personas, generando <\/span><b><span data-contrast=\"auto\">nuevas din\u00e1micas, retos y oportunidades<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">A nivel individual, los <\/span><b><span data-contrast=\"auto\">consumidores<\/span><\/b><span data-contrast=\"auto\"> espa\u00f1oles han ganado protagonismo. Su comportamiento se ha vuelto m\u00e1s <\/span><b><span data-contrast=\"auto\">consciente y exigente<\/span><\/b><span data-contrast=\"auto\">: valoran la sostenibilidad, la flexibilidad y la conveniencia. Tambi\u00e9n hay una mayor sensibilidad hacia el coste total de la movilidad, el impacto ambiental y el tiempo invertido en los desplazamientos. As\u00ed lo refleja el Estudio Sostenibilidad y Consumo 2024 del Observatorio Cetelem, apuntando que la movilidad sostenible es importante o muy importante en el d\u00eda a d\u00eda para el 60% los espa\u00f1oles encuestados.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">La movilidad se ha convertido en un elemento esencial<\/span><\/b><span data-contrast=\"auto\"> en la vida de las personas. No hablamos solo de c\u00f3mo nos desplazamos, sino de un factor que condiciona nuestro bienestar, nuestra productividad e incluso la forma en la que percibimos a las organizaciones en las que trabajamos. En este sentido, seg\u00fan un estudio de Enterprise Mobility, el 67% de empleados que conducen su propio coche para viajes corporativos en Espa\u00f1a considerar\u00edan cambiar de trabajo a una empresa que ofreciera formas alternativas de transporte.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Frente a esto, <\/span><b><span data-contrast=\"auto\">la movilidad empresarial tambi\u00e9n est\u00e1 cambiando<\/span><\/b><span data-contrast=\"auto\">: muchas compa\u00f1\u00edas han incorporado pol\u00edticas de movilidad sostenible, herramientas y soluciones que priorizan el bienestar del empleado y la reducci\u00f3n de la huella de carbono.\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Este nuevo escenario abre una oportunidad y un desaf\u00edo para las empresas. Cada vez m\u00e1s, las personas esperan que sus empleadores ofrezcan soluciones de movilidad que reduzcan tiempos de desplazamiento, minimicen el impacto ambiental y faciliten la conciliaci\u00f3n. La movilidad ya no es solo un coste log\u00edstico, sino una <\/span><b><span data-contrast=\"auto\">palanca estrat\u00e9gica<\/span><\/b><span data-contrast=\"auto\"> que puede influir en la retenci\u00f3n de talento, el cumplimiento de los ODS y la reputaci\u00f3n corporativa.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Este cambio de paradigma no solo debe implementarse, sino tambi\u00e9n <\/span><b><span data-contrast=\"auto\">comunicarse de forma eficaz<\/span><\/b><span data-contrast=\"auto\">. Las compa\u00f1\u00edas que est\u00e1n adoptando pol\u00edticas de movilidad sostenibles y centradas en las personas tienen en sus manos una oportunidad clave: <\/span><b><span data-contrast=\"auto\">poner en valor su compromiso<\/span><\/b><span data-contrast=\"auto\"> ante empleados, inversores, clientes y sociedad.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Explicar c\u00f3mo se mejora la experiencia del empleado, c\u00f3mo se reducen las emisiones o c\u00f3mo se innova en los desplazamientos ayuda a construir una <\/span><b><span data-contrast=\"auto\">narrativa coherente y atractiva<\/span><\/b><span data-contrast=\"auto\">, tanto en t\u00e9rminos de sostenibilidad como de employer branding. En un contexto donde atraer y retener talento es una prioridad, mostrar este tipo de avances refuerza la imagen de una empresa comprometida con las personas y con el entorno.\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">La movilidad ya no es solo c\u00f3mo nos movemos, sino por qu\u00e9 y para qu\u00e9<\/span><\/b><span data-contrast=\"auto\">. La movilidad sostenible ya no es un aspecto t\u00e9cnico o log\u00edstico, sino un <\/span><b><span data-contrast=\"auto\">relato estrat\u00e9gico<\/span><\/b><span data-contrast=\"auto\"> que las compa\u00f1\u00edas deben saber construir y comunicar.\u00a0<\/span><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Ahora bien, la narrativa empresarial no consiste \u00fanicamente en contar lo que se hace, sino en hacerlo de una forma comprensible, inspiradora y cre\u00edble. Solo as\u00ed la <\/span><b><span data-contrast=\"auto\">comunicaci\u00f3n estrat\u00e9gica<\/span><\/b><span data-contrast=\"auto\"> adquiere verdadero valor: cuando logra <\/span><b><span data-contrast=\"auto\">conectar los hechos con un prop\u00f3sito <\/span><\/b><span data-contrast=\"auto\">y convertir las acciones en historias que movilizan.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":21042,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[368],"tags":[],"class_list":["post-24312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Movilidad sostenible: contar el cambio - 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