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Home » Face to face » Brands with a Conscience

Brands with a Conscience

Face to face

Christa Krings y Lucrecia Alfaro de Arredondo talk about how profit for a company, although important, should not be the only motivating factor for a business.


Christa Krings - Management and Marketing at Wanderlust

Christa Krings - Management and Marketing at Wanderlust

Wanderlust was born July 2011 after contact with loom artists with natural dyes from San Juan La Laguna, thanks to a college project. The project gave way to having a pair of shoes with their fabrics. After not being able to find a place that sold them, the search began for a place that would make them. After family and friends of the Krings sisters showed interest in purchasing them, the brand was officially launched on social media. Now Wanderlust provides several shoe styles and accessories.

Wanderlust, a brand that highlights artisanal value

By Christa Krings

Every corner of Guatemala is full of riches. One of them is its culture, traditions, and history. Another is its people that carry on this culture, traditions, and history from one generation to the next. Guatemalan artisans learn their art from their parents who learned it from their parents. Hand made crafts not only have value in being made as one of a kind but also carry with them the results of daily labor and knowledge that’s been handed down.

Wanderlust makes shoes and accessories without using any kind of production line. In other words, the entire process (cutting, planning, sewing, assembly) is hand made. Every shoe or accessory is made with local materials by Guatemalan artisans who are paid fairly, meaning they are paid for their actual value. This is why it’s a longer process that at the end of the day is tailor made and exactly what the specific client ordered.

The four years of Wanderlust reflect growth and overcome challenges with a growing number of artisans who have joined the family, as well as diversifying styles and accessories. Wanderlust has become a bridge between these artisans and the consumers while generating jobs.

This new concept is celebrated annually through Wander Project, a festival that brings together Guatemalan illustrators and artists who incorporate Wanderlust shoes and accessories into their art and make them available to the public. This provides another opportunity for consumers to have more direct contact with the artists and a chance to appreciate these artisanal crafts. Wander Project has also collaborated with visual artists, musicians, and other Guatemalan companies.

Through all these efforts, one of the values and goals of Wanderlust is to pay these artisans what they deserve for their products as a first step in helping Guatemalan move forward.

Lucrecia de Arredondo - Circle

Lucrecia Alfaro de Arredondo - Social Communicator

Lucrecia Alfaro de Arredondo - Social Communicator

Degree in journalism in Panamericana University, she has worked in many communication workshops in the University and with media professionals. She works as advisor in communication and public relations, working for Belcorp Business.

She had worked with Health Ministry and OPS in education Workshops, with Motorola Solutions mapping markets for radio communication, with Fundación Latinoamericana AVINA as an advisor in communication, in Gabinete de Desarrollo Rural Integral making a mapping for the implementation of the Política de Desarrollo Rural Integral, in Telediario, Siglo 21 and Radio Sonora as a reporter of Health and Life, Science and Technology, Culture, Economy and others.

Socially responsible commercial brands 

By Lucrecia Alfaro de Arredondo

The goal of any company is to generate business and make profit. Positioning their brand is key. For example, there are children who recognize the M of a certain fast food restaurant before the M in mom. We see an apple on any electronic device and we know the specific brand and company it belongs to.

When a company is recognized because of a logo, word or slogan, it has achieved a great part of its success. However, the consumer is also paying attention to other qualities of the services or products provided by these companies.

In recent years, the business sector has realized that the stability of their labor force is not enough and that they need to contribute to society. Corporate Social Responsibility is a win-win situation because the company projects their more human side and becomes a change agent.

Some examples of this are that same fast food restaurant that once a year in Guatemala provides its proceeds from the sale of a certain product to children’s foundations and other brands whose sales of some beauty products help health projects.

The consumers of these brands feel proud to be able help these foundations through their purchases, since in the end the consumer has gained their purchase, the brand gains a better position, and the foundations are provided with income that would have been difficult to attain any other way.

The world we live in that every day has more and more needs creates more causes that need support and this is where companies can get involved.

As a consumer, I feel satisfied making purchases that not only fulfill a need of mine but also the need of some foundation or organization that is trying to make a change in the world, because I have been able to contribute to a cause. The consumer and average citizen rarely knows how to contribute and these companies have provided an outlet for that.

How many of us have made a purchase whose proceeds went to children, or animals, or people in some kind of need?

Some people accuse these companies of using these causes to gain more visibility to their brand, but in their defense, Corporate Social Responsibility is a win-win, a change agent. As the consumers, we don’t need to fear that our purchase of their product is not being used to help some cause because if word got out that this was happening, it would tarnish the brand and image the company has built for itself.

I will continue to contribute to causes that represent my civilian conscience and support projects that are change agents. At the end of the day, the brand becomes the bridge between the consumer and the foundation. Let’s support brands that help change the world and have our same philanthropic spirit!

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