Innovation

Ecopetrol is a mixed economy company whose purpose is the exploration, production, transportation, refining and commercialization of oil and gas in the Colombian territory. The Ecopetrol Store is an initiative that brings this important company of the country to citizens. This is a corporate medium sells and distributes products such as T-shirts, caps, wallets, handicrafts and elements of decorative use among others.

Innovation can be observed from many points of view, since the company operates with the purpose of mitigating gender discrimination and the unemployment rate. The store hires people who have been named as members of a vulnerable population, understanding these as mothers heads of families, Afro populations, indigenous communities and the disabled population. The purpose is to put these individuals in charge of the production and elaboration of the products that will be commercialized by the store.

It is also necessary to highlight that the store fulfills a very important social function in accordance with the precepts set forth in the peace agreement signed in Havana, as it provides opportunities for ex-combatants of the FARC denomination so that they can also contribute products to the store. This is a remarkable social commitment, because it allows the company to improve the quality of life of these people who have decided to put aside their weapons, and not only them, but also vulnerable populations who would not otherwise have access to opportunities in Colombia because they are not members of a privileged class.

The Ecopetrol store also facilitates the entry into the market of those micro-entrepreneurs or small craftsmen who do not have a great reputation, but who have an important contributions in the market. That is to say that the Ecopetrol store serves as facilitator of the distribution of their creation and grants them the support of a great brand to boost their products. It is a reciprocal gain because the store also benefits from promoting the products of others and the micro entrepreneurs gaining attention.

In the search to bring Ecopetrol closer to the Colombian citizens, this policy prioritizes production of products that come from Colombian hands and vulnerable populations. These products have commercialization priority over any other external product.

It should be noted that for Ecopetrol, environmental care is extremely important, not only in its oil industry but also in the store, as it is prevalent that the raw material is of natural origin and used to make its products environmentally friendly and generate the least possible impact.

Regarding the profits generated by the Ecopetrol Store, it is necessary to mention that they are destined for the Ecopetrol people foundation, this is another corporate medium that fulfills a social function focused on developing support work for low-income families in different areas of the country.

This innovation contributes to the sustainable development goals set by the UN as: gender equality, decent work and economic growth, reduction of inequalities and peace, justice and solid institutions.

Inspiration

The Ecopetrol store is a corporate store that was established in 2012, as a solution to the company's need to bring the company closer to the Colombian people through the commercialization of promotional products that carry the iguana, not the Ecopetrol logo. This is because the nature of the company's exercise does not generate a good or service that allows having a direct relationship with people. Using a more human business model, represented by a more familiar image, generates value for the brand.

The store also generates value for society and its environment by contributing to small sectors and affected by different problems that have creative potential and allowing them to develop different products that the store can market. This idea could be made possible thanks to the support of different areas of the company, shareholders and artisans and microentrepreneurs who created and developed the first line of sale that helped the store become what it is today.

Overall impact

Understanding the labor problems that Colombia has in terms of working conditions and formality of employment, the Ecopetrol store is one of the company's business lines that helps generate employment directly and indirectly among small sectors, given it prioritizes the development of products from these populations or microenterprises, instead of marketing with large entrepreneurs, thus contributing to the reduction of unemployment, informality, work inactivity, gender inequality and so on. In parallel, the company achieves its objective through the internal and external loyalty of the company's brand, making known a different image, one that is more committed to corporate social responsibility and its environment.

Likewise, it is necessary to point out the social impact generated by the hiring of people who belonged to groups outside the law and embraced the peace process carried out by the previous government, because Ecopetrol addresses the problems of the country and responds to them with solutions and ideas that generate prosperity for people who need it.

Business benefit

As a result of the operation of the Ecopetrol store, the company has achieved, in addition to the economic benefits of the business, the strengthening of the sense of belonging of its employees by having a series of products with a brand that feel it as their own because it is related to the place where do they work.

In the same way, the company has strengthened its brand and made it more approachable (a main company objective) by converting the iguana into the symbol that represents, in addition to an oil company, a brand from a company that offers something more tangible and direct to people as everyday products.

Finally, it is important not to forget that the profits obtained by the Ecopetrol store are destined as a donation to another corporate entity called "Fundación GE" (Gente Ecopetrol), which develops social activities in different areas of the country. This is supported by the average transactions that take place in the store (around 1300 monthly at a single point of sale) and in its potential customers, such as the more than 9,500 employees of the company who can purchase the products marketed by the store.

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Social and environmental benefit

By hiring people and embracing the products of people from disadvantaged populations, and lending the Ecopetrol brand to support them in a difficult market, the store is an alternative for growth for its suppliers. This model improves the conditions of life for people in vulnerable communities. On average the Ecopetrol store benefits 30 microentrepreneurs linked as suppliers and which in turn employ approximately 200 people in the manufacturing process of products.

Socially, it contributes remarkably because Ecopetrol offers opportunities not only to microentrepreneurs but also to vulnerable people so that they can improve their quality of life through dignified and stable work; this without mentioning that by hosting former militants of the revolutionary armed forces it helps to better implement a stable and lasting peace, believing and trusting in second chances.

Likewise, promoting and preferring environmentally friendly products promotes that message to its customers and encourages the use of these goods, seeking to generate a lesser impact on the environment due to the consumption of a certain product.

Interview

Jennifer Cárdenas, Coordinación de Imagen y Marca – Ecopetrol S.A.