Resumen de La Hormiga Verde as a Case of Social Marketing to Improve the Quality of Life Through Recycling Waste Electrical and Electronic Equipment (WEEE)
María Victoria Carrillo Durán, María Jesús García García, Juan Luis Tato Jiménez
La Hormiga Verde is a private company focused on applying social marketing to address an environmental problem—the processing of Waste Electrical and Electronic Equipment (WEEE). As the main objective of its activity, the company has the goal of explaining to young people that consumer electronic products can be transformed in the context of a circular economy. The reuse of WEEE can have a significant effect on the environment, and therefore on substantially improving people’s quality of life. This case is significant because the company has put social marketing as the basis of its business model, and this is supported by an action—holding a contest to recycle e-waste. Through collaboration with all types of organizations, mainly educational institutions, the contest is the main entry point for the raw materials and the company’s fundamental communicative action. As a result, La Hormiga Verde is a sustainable company that contributes to quality of life since it encourages the recycling of WEEE. In conclusion, this initiative brings with it a global dimension to Extremadura (Spain) in relation to improving the effects of WEEE recycling on a rural region’s quality of life.
