{"id":60446,"date":"2020-08-19T00:00:00","date_gmt":"2020-08-18T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2020\/08\/19\/responsabilidade-social-contra-a-covid-19\/"},"modified":"2023-10-30T07:45:33","modified_gmt":"2023-10-30T06:45:33","slug":"responsabilidade-social-contra-a-covid-19","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/responsabilidade-social-contra-a-covid-19\/","title":{"rendered":"Responsabilidade social frente a Covid-19. Desafios das empresas no combate \u00e0 pandemia"},"content":{"rendered":"

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Nesse per\u00edodo que parece durar eternamente, n\u00e3o \u00e9 exagero dizer, que houve uma revolu\u00e7\u00e3o no modo de viver. N\u00e3o cabe destacar as mudan\u00e7as que v\u00e3o ficar, ou o que deixar\u00e1 de existir. \u00c9 cedo, apesar de a pandemia ter acelerado ou criado tend\u00eancias.<\/p>\n

J\u00e1 \u00e9 poss\u00edvel, por\u00e9m, analisar o fen\u00f4meno mundial que surpreendeu a sociedade. Um dos aspectos positivos quando lembramos que \u201cdormimos em um mundo e acordamos em outro\u201d. A mobiliza\u00e7\u00e3o veloz e instant\u00e2nea das empresas e de indiv\u00edduos, para auxiliar no combate \u00e0 Covid-19.<\/p>\n

Nos Estados Unidos, a filantropia \u00e9 parte da cultura, principalmente na pessoa f\u00edsica. Basta lembrar \u00edcones como Warren Buffett e\u00a0 Bill Gates. Para citar apenas dois. Nos pa\u00edses europeus, a situa\u00e7\u00e3o difere um pouco, devido ao fato da constru\u00e7\u00e3o do bem estar social ter predominado por muitos anos. E na Am\u00e9rica Latina, temos diversas situa\u00e7\u00f5es. Como s\u00e3o pa\u00edses, ainda em desenvolvimento, as empresas muitas vezes tiveram e t\u00eam papel importante junto ao Estado para contribuir com \u00e1reas, como sa\u00fade, educa\u00e7\u00e3o, habita\u00e7\u00e3o e outras que ainda t\u00eam muita demanda.<\/p>\n

No Brasil, especificamente, nos anos 90, come\u00e7ou um forte movimento, diferente da filantropia, focado na responsabilidade social das companhias e associado a reputa\u00e7\u00e3o. Ganhou destaque na m\u00eddia com editorias e cadernos especiais. Com o tempo, deixou de ser novidade, foi aprofundado, passou a ser considerado uma a\u00e7\u00e3o natural das empresas. N\u00e3o era mais diferencial. Estranho era n\u00e3o ter programas com esse foco. N\u00e3o atuar de forma socialmente respons\u00e1vel impactava diretamente ou indiretamente nos atributos.<\/p>\n

Independentemente da cultura ou da regi\u00e3o do mundo, o que se viu, foram doa\u00e7\u00f5es de cestas b\u00e1sicas, horas de trabalho volunt\u00e1rio,produtos, equipamentos e quantias milion\u00e1rias.<\/p>\n

Para dar o exemplo do Brasil, as empresas agiram de forma semelhante. A quarentena come\u00e7ou em meados de mar\u00e7o e j\u00e1 em abril a mobiliza\u00e7\u00e3o trouxe resultados. A sociedade civil organizada agiu, na mesma dire\u00e7\u00e3o, para estimular esse processo.<\/p>\n

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\u201cN\u00e3o atuar de forma socialmente respons\u00e1vel impactava diretamente ou indiretamente nos atributos\u201d<\/h2>\n

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A Associa\u00e7\u00e3o Brasileira de Captadores de Recursos (ABCR), que sempre procurou que o pa\u00eds, como muitos outros, quantificasse as doa\u00e7\u00f5es, criou o Monitor das Doa\u00e7\u00f5es da Covid-19, que ajudou a mobilizar e dar visibilidade \u00e0s companhias. Foram de maio at\u00e9\u00a0 julho cerca de US$ 1,2 bilh\u00e3o de d\u00f3lares.<\/p>\n

Ao mesmo tempo, a principal emissora de tev\u00ea, a Rede Globo, que por pol\u00edtica jornal\u00edstica, nunca divulgou nome das companhias, criou no telejornal de maior audi\u00eancia, o especial, Solidariedade\/SA, no qual diariamente, havia destaques nominais para as iniciativas empresariais. Ingrediente, que estimulou as organiza\u00e7\u00f5es a participarem dessa campanha e terem visibilidade.<\/p>\n

Paralelamente a esse processo de solidariedade, n\u00e3o eram, infelizmente, raros os casos noticiados sobre a falta de equipamentos na rede de sa\u00fade p\u00fablica e privada, problemas em hospitais ou desvios cometidos pelo poder p\u00fablico, justamente para onde esses recursos\u00a0 eram destinados.<\/p>\n

Neste cen\u00e1rio complexo, n\u00e3o s\u00f3 pela pandemia, mas pela incerteza do trajeto das doa\u00e7\u00f5es, ainda h\u00e1 quest\u00f5es como garantir storydoing, storytelling, e se a a\u00e7\u00e3o est\u00e1 ligada ao prop\u00f3sito. N\u00e3o \u00e9 s\u00f3. Em meio a tanta informa\u00e7\u00e3o, como construir ou manter, com a iniciativa, o legado da companhia.<\/p>\n

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\u201cNeste cen\u00e1rio complexo, n\u00e3o s\u00f3 pela pandemia, ainda h\u00e1 quest\u00f5es como garantir storydoing, storytelling, e\u00a0 como construir ou manter, com a iniciativa, o legado da companhia \u201d<\/h2>\n

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Para cumprir essa jornada, as empresas t\u00eam ao menos tr\u00eas desafios:<\/p>\n

1. Identificar e validar para quem doar<\/strong><\/p>\n

H\u00e1 um check list. Um deles \u00e9 a coer\u00eancia. Faz sentido uma a\u00e7\u00e3o externa, com visibilidade ou n\u00e3o, quando meses depois ser\u00e1 necess\u00e1rio demitir colaboradores. \u00c9 um contrassenso beneficiar a sociedade e, em seguida, realizar cortes internos.<\/p>\n

A ONG ou a institui\u00e7\u00e3o escolhidas precisam estar associados ao prop\u00f3sito da companhia. Caso contr\u00e1rio, a a\u00e7\u00e3o fica solta, o que torna muito mais complexo o storydoing e o storytelling e como trabalhar o legado.<\/p>\n

A checagem da reputa\u00e7\u00e3o,trabalhos j\u00e1 realizados pela da ONG e a credibilidade da institui\u00e7\u00e3o s\u00e3o vitais para evitar uma crise de reputa\u00e7\u00e3o.<\/p>\n

Integra\u00e7\u00e3o e agilidade <\/strong><\/p>\n

A situa\u00e7\u00e3o exige novas formas de trabalho. O trabalho entre as \u00e1reas envolvidas (marketing, comunica\u00e7\u00e3o, responsabilidade social e compliance) t\u00eam que ser integrados para\u00a0 garantir a agilidade e concretiza\u00e7\u00e3o. N\u00e3o s\u00f3. Respaldar ainda iniciativas mais complexas, como importa\u00e7\u00e3o de equipamento, problemas decorrentes e a r\u00e1pida solu\u00e7\u00e3o.<\/p>\n

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\u201cA checagem da reputa\u00e7\u00e3o,trabalhos j\u00e1 realizados pela da ONG e a credibilidade da institui\u00e7\u00e3o s\u00e3o vitais para evitar uma crise de reputa\u00e7\u00e3o\u201d<\/h2>\n

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2. Acompanhamento do caminho da doa\u00e7\u00e3o percurso at\u00e9 o destino final (Tracking) <\/strong><\/p>\n

Decididas as organiza\u00e7\u00f5es e institui\u00e7\u00f5es, o desafio \u00e9 saber se o recurso chegou. \u00c9 necess\u00e1rio ter controles durante todo processo. O mapeamento pr\u00e9vio de todos os pontos e sinal de alerta caso haja qualquer empecilho durante o trajeto \u00e9 fundamental.<\/p>\n

O alerta chegou. \u00c9 preciso entender rapidamente o ocorrido, acionar os atores da empresa que participaram do projeto e ser transparente internamente para ganhar velocidade na resolu\u00e7\u00e3o. Caso contr\u00e1rio, pode gerar ru\u00eddo de comunica\u00e7\u00e3o.<\/p>\n

O percurso \u00e9 cumprido corretamente. Excelente. N\u00e3o para a\u00ed. \u00c9 necess\u00e1rio entender a diferen\u00e7a que fez para a comunidade e pessoas. E evidenciar a transpar\u00eancia do processo. O report apenas do total de beneficiados, infelizmente, entrar\u00e1 s\u00f3 como mais um n\u00famero .<\/p>\n

3. Reportar para todos os stakeholders, narrativa social e storydoing <\/strong><\/p>\n

A trajet\u00f3ria est\u00e1 no fim. Planejar faz toda a diferen\u00e7a porque fica praticamente imposs\u00edvel falar de storydoing e storytelling. O resultado do legado fica comprometido.<\/p>\n

Em vez de haver hist\u00f3rias humanas, os reports ficam restritos a contabiliza\u00e7\u00e3o do montante. E com muita sorte, a quantidade de pessoas beneficiadas.<\/p>\n

Uma mat\u00e9ria no ve\u00edculo de maior audi\u00eancia ou a\u00a0 exposi\u00e7\u00e3o no site e nos canais pr\u00f3prios da companhia apenas n\u00e3o emocionam. S\u00e3o, infelizmente, facilmente esquecidos e n\u00e3o agregam ao legado.<\/p>\n

A informa\u00e7\u00e3o, apenas descritiva, \u00e9 igual a da\u00a0 maioria das companhias. N\u00e3o s\u00f3 da sua. A empresa ser\u00e1 mais uma nesse contexto. O mais complexo foi fazer o bem. Por que n\u00e3o comunicar da melhor maneira?<\/p>\n

Oportunidade <\/strong><\/p>\n

O momento para as empresas assumirem o seu papel perante a sociedade e contarem de forma respons\u00e1vel, al\u00e9m de necess\u00e1rio, tornou-se mais favor\u00e1vel porque v\u00e1rios atores t\u00eam se mobilizado com esse foco.<\/p>\n

No Brasil, por exemplo, houve aumento expressivo, se comparados, ao US$ 1,2 bilh\u00e3o de d\u00f3lares doados at\u00e9 o fim de julho aos US$ 640 milh\u00f5es contabilizados\u00a0 pelo censo do Grupo de Institutos, Funda\u00e7\u00f5es e Empresas (Gife), durante todo o ano de 2018 (dado mais recente). Outra boa not\u00edcia \u00e9 o aumento de 7%, em agosto de 2019, antes da pandemia, da\u00a0 percep\u00e7\u00e3o positiva do brasileiro ao trabalho das\u00a0 ONG\u00b4S\u00a0 se confrontado com a mesma enquete feita em 2018. Os dados s\u00e3o do relat\u00f3rio Brasil Giving Report 2020, respons\u00e1vel por\u00a0 identificar a cultura da doa\u00e7\u00e3o no pa\u00eds.<\/p>\n

O levantamento faz parte da s\u00e9rie internacional do CAF Global Alliance, com n\u00fameros da \u00c1frica do Sul, Austr\u00e1lia, Bulg\u00e1ria, Canad\u00e1, EUA, \u00cdndia, R\u00fassia e Reino Unido. Foram entrevistadas mil pessoas online e levado em conta os perfis demogr\u00e1ficos. Nos outros pa\u00edses, o Giving Report\u00a0 faz parte da cultura, porque esse movimento est\u00e1 mais consolidado.<\/p>\n

Esse panorama significa, concretamente, que ainda h\u00e1 muito espa\u00e7o para trabalhar conjuntamente legado e reputa\u00e7\u00e3o alinhados a comunica\u00e7\u00e3o.<\/p>\n

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\u201cO mais complexo foi fazer o bem. Por que n\u00e3o comunicar da melhor maneira? \u201d<\/h2>\n

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