There is an uncomfortable truth that is difficult for most people to acknowledge. It is not easy to say out loud: human beings are inherently selfish by nature. This is not an insult, but biology. People tend to want the best for themselves, their loved ones, and their closest surroundings, and that is perfectly natural. It is precisely from this deeply rooted instinct of self-preservation that We Are Ecocentric, the sustainable movement powered by Piñero, was born.
If there is one thing we are absolutely clear about, it is that being an ecoist is not about following a rulebook. Rather, it is about each of us caring for what we feel belongs to us: our beach, our forest, our neighborhood, our planet. And ultimately, as each of us does so, the sum of these actions expands to encompass everything.
What ecoism is and why we need it
Ecoism is not a concept derived from the strictest definition of sustainability; it is a way of life. We Are Ecoists was born within Piñero, a business ecosystem focused on tourism development and real estate management, operating in Spain, Mexico, the Dominican Republic, and Jamaica. It is a movement that arises from the most intrinsic need to act responsibly toward nature.
One day, while reflecting on how to make even a small contribution (a grain of sand, quite literally), a key insight emerged: environmental “virtue signaling” has not been effective enough. However, well-understood self-interest, scaled collectively, could change everything. If everyone takes care of what is theirs, we ultimately end up taking care of the entire planet. Thus, ecoism was born. Along with it came a movement that does not blame, does not lecture, and does not demand heroic sacrifices. It simply invites you to bring out the ecoist already within you, give it a voice, and let it act.
A movement with substance
We Are Ecoists is not merely a statement of intent; it is a movement built action by action, project by project, over more than two decades. In 2000, we launched a sea turtle conservation program, and we have continued to grow ever since, with the goal of achieving carbon neutrality by 2030.
Who is the movement for?
For you. Precisely for you.
If you have ever thought about the future of the planet but are unsure what you can do from your position, this movement speaks directly to you. If you are concerned about climate change, biodiversity loss, the preservation of cultural traditions, or simply what kind of world our children will inherit, then you are already, in essence, part of the movement.
We firmly believe that the most effective environmental movements are not those that shout the loudest, but those that persuade the greatest number of people that the planet is also theirs.
I am an ecocentric too
The question is not whether you care about our planet, but whether you are willing to do something about it—something small, something concrete, something that is yours. Properly understood self-interest can help save entire ecosystems.
To be an ecoist, we do not need to be perfect. We need to be consistent. Within each of us lies a simple question: which part of our planet do you feel is yours? If you take care of it, everything else will follow naturally.
And you—are you an ecocentric too?
