por Maria Fernandez Alonso | Ene 30, 2026 | Strategic Communications
Reaching audience requires understanding. This post demonstrates why a positive narrative outperforms the traditional language of guilt in environmental storytelling. Capturing human attention demands a strategic shift; therefore, clarity must be the priority in any communication effort. What follows is a disruptive dialogue between two of Earth’s most essential stakeholders: Water and Wood.
Dramatis Personae
Xylo which means wood in antique Greek
Yaku which means water in Quechua language
Why Reaching Audience Requires Understanding: Engineering & Decay
Yaku : Are you scared of me?
Xylo: And for what reason should I fear H2O?
Yaku : Water causes wood to rot.
Xylo: That is not necessarily the case, as I am a piece of hydrophobised or water-repellent wood. I have undergone treatment specifically designed to repel moisture. Consequently, neither you nor your counterparts can inflict any harm upon me. This protection represents the pinnacle of human engineering—a shield designed to preserve me indefinitely. Only those who treated me possess the power to damage me… It is a pity that so many fools exist!
Yaku : Are you referring to the bipedal parasites inhabiting the Earth?
Xylo: I speak of the same irrational beings who… — Yaku interrupts
Yaku : …who melt the polar ice and contaminate the waters of rivers and oc eanswith microplastics and non-biodegradable detergents.
Xylo: Indeed, I refer to those animals who perceive themselves as superior. Beyond their own self-destruction, they inflict collateral damage upon other species and the fundamental elements of nature, such as you or even me.
Reaching an audience through public engagement
Yaku : Nevertheless, you have been treated well; you have been hydrophobized. As you said before, this is a technological triumph of human engineering.
Xylo: Countless peers of mine have faced the flames for centuries. Such ineptitude stems from a failure to recognize that timber functions as a vital CO2 sink. Rather than preserving wood and establishing sustainable forest management — at this point the Wood starts to cry with ligning tears — they prioritize the combustion of my species.
Yaku : Don’t cry my friend. They are not better with water usage. I wish we can change the world.
Xylo: Success for changing the world requires us to communicate in a language they can actually understand.
Yaku Their understanding of the world seems to be restricted to the ephemeral cycle of acquisition, disposal, and the relentless accumulation of waste.
Xylo: Perhaps we should engage them through the lens of consumption. We may succeed by using advertising and strategic marketing principles.
Yaku : For exemple?
Xylo5: Storytelling?
Strategic Storytelling: Reaching Audience Requires Understanding Modern Consumption
Yaku: Such a foolish idea! They have created many storyboards about it!
Xylo: Yes, they have but not us. And remember, reaching an audience requires understanding of your target audience.
Yaku: What’s your suggestion? What would you do?
Xylo: Let’s start with water. Our objective must be to promote biodegradable detergents. Then, we shall introduce an environmentally friendly cleaning product. When you buy laundry soap or any other household cleaning products, do you – appealing to unconscious humans – think your choices affect the environment?
Yaku: Do you really think they’re unaware that what they do in their homes affects the environment?
Xylo: During my time in the forest, my peers and I gathered intelligence from human conversations. We observed a recurring pattern of environmental denial—a psychological barrier that traditional marketing has failed to penetrate.
Yaku: They lack instinct… they lost it in their prehistory…
Xylo: Yes. To make us understand, we should tell a story that happens in any home, in the course of routine human actions. Show how non-biodegradable detergent travels down the drain and have them visualize how it affects ecosystems.
Yaku : There was a song in the 80s by an alternative group, Los Toreros Muertos, I think it was called «Mi Aguita Amarilla«
Xylo: Yes, I remember it, but it lacks a sustainable alternative. We should propose a turning point where a positive impact occurs. That is, show them that if they choose wisely, the water becomes clean.
Yaku: Just one little problem to solve: how are water and wood going to create their own advertising agency?
Xylo: My dearest Yaku, if we have cristalised this level of strategic alignment, we shall certainly succeed. We are not just creating a communication agency; we are re-engineering the human narrative.
Final Synthesis: Bridging Molecular Science and Market Behavior
The dialogue between Water and Wood molecules serves a creative purpose: it proves that strategic communication is an absolute necessity. My objective is to bridge scientific reality and consumer behavior through accessible storytelling—a tool successfully utilized in marketing to engage audiences.
Last but not least, this challenge is defined by human actions. Success depends on individual choices rather than industrial output. If we transform our consumption habits, manufacturers must inevitably adapt. Personal responsibility remains the catalyst for sustainability, as positivism is far more effective than the language of guilt.age of guilt.
Credits: Images of this post from FREEPICK
Lee aquí el artículo en castellano
por Maria Fernandez Alonso | Ene 23, 2026 | Industry Insights
A biological study
Tree anatomy for timber engineering represents the essential scientific foundation for sustainable construction and high-performance. Professional understanding of wood morphology ensures superior material efficiency. This updated 2026 study explores the macroscopic layers necessary for advanced structural applications.
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por Maria Fernandez Alonso | Ene 21, 2026 | Language & Culture, Strategic Communications
The myth of Blue Monday is a masterclass in marketing with no scientific basis. It relies on psychological variables to manipulate people’s minds. This strategy has been successfully applied in the UK for years.
However, we must consider the implications of applying this concept to our own context. Such frameworks often fail to account for local cultural differences. Consequently, the effectiveness of the myth may vary significantly across different societies.
The British Origin: Sky Travel and the Blue Monday Concept
To begin with, to understand the Blue Monday concept, it is important to know its origin. Cliff Arnall, expert in psychology, invented it in 2005 when he was associate researcher in Psychology at University Hospital Wales and psychology tutor at the Centre for Lifelong Learning. It was popularized by Sky Travel, a British travel agency, with the aim of selling holiday packages to British clients. It was created using parameters applicable to the Northern Hemisphere, taking into account its climate and population habits.
Blue Monday is the third Monday of January and is considered the saddest day of the year as it is associated with the abundant blues of the English sky. Moreover, the third Monday of January is exactly one month after Christmas, when many New Year’s resolutions have already been forgotten and then, it’s the perfect moment to take action to change the situation.
The Spanish Context: Climate, Tradition, and the January Slope
However, in Catalonia, and in Spain as well, it is slightly different. It is true that the third week of January tends to be the coldest week but our climate is mild compared with the English one and Christmas season has ended on the 7th of January as we also celebrate the Three Wise Men’s day. Possibly, most people have forgotten New Year’s resolutions but we have what is known as January’s slope which is a real financial and economic concept due to the spending excess in December (mainly gifts, travel and celebrations). Consequently, there is a sharp decline in retail sales.
In this context, department stores promote winter sales with significant discounts with the aim to increase January’s sales and have also tried to introduce the Blue Monday to mitigate January’s sales result but with lower economic results. It is worth reflecting on the fact that once the concept has been imported, what remains in people’s minds is Blue Monday’s association with sadness. Unfortunately, people believe what other people say and tend to be sad and depressed.
Neuromarketing Tactics: The Commercialization of Sadness
Specifically, neuromarketing works very well, as Jurgen Klaric says: “sell to the mind, not to the people”. Thus, department stores and retailers first promote the perception of sadness to consumers’ minds, and then offer relief to their discomfort through advertising campaigns that focus on optimism, self-care, and personal growth. selling holiday packages or miracle products. Consequently, Blue Monday functions as a marketing strategy within the annual sales agenda. It works similarly to Black Friday, Singles’ Day, Valentine’s Day, or Cyber Monday in the yearly sales agenda. All these marketing events align Semàntica del Branding. I explain in this article how action verbs influence consumers’ psychological surprise positioning. Ultimately, the meaning of words behind a brand’s language defines its global market perception.
Strategic Distinction: Rational B2B vs. Emotional B2C Sales
Conversely, emotions are the key main difference between the B2B sales (Business to Business) and the B2C sales (Business to Consumer). No matter whether the sale is in person or online, final consumers are driven by emotions such as tenderness, nostalgia, and surprise, among others. However, selling to a company is always a rational process. In my post Per què les emocions no funcionen en el tancament de les vendes B2B?, I explore why emotional triggers fail in professional environments and why logical ROI must take precedence. A solution, a return on investment, or the application of contractual incentives exemplify B2B decision-making.
Cultural Legacy: From New Order to Kurt Vonnegut
Finally, a brief digression serves to conclude today’s analysis, which, in my opinion, is anecdotal. Many people are unaware of the origin of the marketing concept behind Blue Monday and associate it with the famous song by New Order a British band formed by the members of Joy Division after Ian Curtis‘s suicide. Three years after the death of the singer of the latter band, in 1983, the former released a new album that was a genuine success throughout Europe.
Notably, this song has nothing to do with the Blue Monday marketing concept. New Order’s «Blue Monday» owes its title to its drummer, Stephen Morris, who was reading Breakfast of Champions (1973) by Kurt Vonnegut. This science fiction novel is a postmodern satire on society whose subtitle, «Goodbye Blue Monday,» became the title of this hit song.
por Maria Fernandez Alonso | Ene 17, 2026 | Industry Insights
Analysis of the impact of the EU-Mercosur agreement from 3 perspectives: geopolitics, detractors and proponents.
The present article explores several dimensions of the impact of the EU-Mercosur trade agreement, evaluating its impact on European strategic autonomy and industrial competitiveness through the analysis of the following core issues:
- Geopolitical Analysis of the impact of the EU-Mercosur and Economic Realignment
- Agrarian opposition: Analysis of the impact of the EU-Mercosur and regulatory asymmetry
- Industrial supporters: Analysis of the impact of the EU-Mercosur and market liberalization
1. Geopolitical Analysis of the impact of the EU-Mercosur and Economic Realignment
The global economic landscape is currently defined by the growing rivalry between the United States and China.The EU-Mercosur agreement establishes a free trade zone encompassing more than 720 million consumers. The EU-Mercosur agreement repositions Europe as a relevant global actor at a time of intense geopolitical competition not only between these two powers but also against Russia.
China has dominated trade for decades. Consequently, Europe gains a degree of independence it would not otherwise possess. China has also been growing fast and not only represents a great EU competitor, also to Europe. As China expands, it is becoming an important trading partner for Brazil and Argentina, threatening European dependence on essential raw materials such as lithium or graphite.
The United States has historically been a leader in the Western Hemisphere, but its presence in the Latin American market has remained irregular. Moreover, Trump’s administration is applying protectionist trade measures against most countries, including the EU, which is experiencing a loss of competitiveness in the American market due to tariffs upon European exports. In this sense, opening borders with Latin America benefits numerous sectors, such as the automotive, chemical and pharmaceutical, and machinery industries, among others industrial sectors. Therefore, this deal represents a necessary counterbalance to ensure that European industries maintain access to essential raw materials without compromising their strategic position.
Besides China and the US, it is important to look into Russia-EU conflicts and how they affect Western supremacy. Recent conflicts, such as the war in Ukraine and the interest in acquiring Greenland by the Trump Administration, have a geopolitical background linked to the control of strategic natural resources. This includes energy resources such as gas, of which Russia is the world’s second-largest exporter. Russia is also the world’s leading exporter of fertilizers, with Brazil among other countries including members of the Union. Some of these products face strict restrictions on the oldest Continent due to their environmental impact. In economic terms, Ursula von der Leyen, the European commission president, has claimed that tariffs will be imposed on the exporter countries if European standards are not met. Last, but not least, this agreement allows us not only to gain economic influence but also to promote global sustainability and strategic independence.
2. Agrarian opposition: Analysis of the impact of the EU-Mercosur and regulatory asymmetry
Agrarian sectors across Europe have shown significant opposition, characterizing the treaty as a catalyst for unfair competition. The fundamental grievance stems from regulatory asymmetry: while European producers adhere to the world’s most stringent environmental and animal welfare standards, Mercosur counterparts often utilize pesticides and antibiotics banned within the Union.
Protests across Europe are perceived as a response to an existential threat, particularly taking as a reference how French and Spanish producers have been displaced in European markets by the introduction of vegetables and fish products from Morocco. This precedent has generated a collective skepticism among farmers regarding the future of the agricultural sector, which is threatened not only by a lack of generational renewal but also by the difficulty of remaining competitive while facing unfair competition.
Agricultural producers complain against social and environmental dumping, as local producers must comply with a stricter regulatory framework, while importers can operate with less bureaucracy and without the plant-health measures or veterinary drugs banned in the EU.
Detractors also emerge from an environmental perspective, citing the carbon footprint generated by long-distance imports and the perceived risk of deforestation, which jeopardizes the Paris Agreement. In theory, compliance with the EU Deforestation Regulation (EUDR) is non-negotiable. Time will tell whether these good practices are implemented correctly or simply become another bureaucratic formality.
3. Industrial supporters: Analysis of the impact of the EU-Mercosur and market liberalization
Large European companies—industrial, automotive, pharmaceutical, service, and machinery—strongly support the EU-Mercosur agreement, as they stand to be its primary beneficiaries.
Key advantages:
- Elimination of tariffs in South American markets and cost savings. According to the European Commission, the automotive, machinery, chemical, and pharmaceutical industries are expected to save more than €4 billion annually in tariffs, facilitating competition with their US counterparts.
- Access to certain agricultural products, such as luxury French wine, or products with protected designations of origin, such as Manchego cheese.
- The opening of public procurement markets represents a significant opportunity for European firms to compete for government contracts under the same conditions as domestic companies.
- Increased business opportunities for companies in the telecommunications (Telefónica), transportation and infrastructure (Ferrovial), financial services (Santander), and construction sectors—in other words, companies listed on the IBEX 35.
Consequently, in general terms, large corporations see the agreement as an opportunity to increase their exports to a market of 300 million consumers. Furthermore, it improves their global competitiveness in an environment protected from powers like China and the US.
por Maria Fernandez Alonso | Ene 10, 2026 | Language & Culture
A philological approach to language acquisition and gamification
One of my hobbies is learning languages. That’s why I studied philology a some years ago, and now, to make the most of my available time, I’m learning German with Duolingo. Below, I’d like to share my perspective on this app.
Are you familiar with the Audio-lingual Method?
The Audio-lingual Method was based on the idea of learning a language by creating habits. The teacher, now replaced by the Duolingo app, acts as a model for the repetition of linguistic structures (vocabulary, grammar, and phonology). Regardless of its popularity, the method remains anchored in 1950s habit-formation theories.
Conversely, immersion prioritizes contextual use for superior cognitive acquisition. However, if I had to choose between Duolingo, Candy Crush, or any other similar game, my choice would be clear: Duolingo, since this app has revolutionized access to elementary language acquisition.
Nevertheless, its pedagogical framework is based on substitution translation models. Therefore, this app is only a tool that complements language acquisition which also requires a teacher for explaining grammatical structures and concepts that digital platforms alone cannot provide.
Some people have asked me how, being skeptical, I manage to make progress. However, my progress is an exercise in applied lingüístics. Thanks to my background in English philology, I can decipher Germanic structures. My knowledge of comparative linguistics allows me to overcome the limitations of software, transforming a repetitive exercise into a sophisticated intellectual process that compensates for the shortcomings of digital methodologies. Accordingly, mastering a Language such as German requires a transition from repetition to cognition.
What are the advantages of Duolingo for language learners with no prior linguistic background?
The main advantage of apps such as Duolingo for language learners without prior linguistic experience is that it complements classroom learning. In other words, through short, intuitive micro-lessons, it allows for playful practice of the language being learned.
What are the disadvantages of digital systems like Duolingo?
Basically, without a teacher, it doesn’t work for the reasons given below:
1. Decontextualized syntax. Reliance on isolated sentences prevents students from understanding the fluid logic of word order and cases in German.
2. Structural Phonology. Auditory repetition without a theoretical foundation in phonetics limits the development of authentic pronunciation.
3. Mechanical Translation. The system encourages a «direct association» between languages, ignoring the unique conceptual world inherent in German grammar.
Synthesizing these observations, the limitations of gamified systems become evident when confronted with the structural rigor of any Language. While Technology offers an efficient instrument for preliminar hàbit-formation, the transition to authentic fluency demands a cognitive framework. Ultimately, true lingüístic mastery remains a profoundly human process that requires intellectual depth beyond the scope of corrent digital methodologies.
