{"id":60472,"date":"2020-09-30T00:00:00","date_gmt":"2020-09-29T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2020\/09\/30\/a-revolucao-do-bem-estar-do-wellness-ao-wellbeing\/"},"modified":"2020-09-30T00:00:00","modified_gmt":"2020-09-29T22:00:00","slug":"a-revolucao-do-bem-estar-do-wellness-ao-wellbeing","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/a-revolucao-do-bem-estar-do-wellness-ao-wellbeing\/","title":{"rendered":"A revolu\u00e7\u00e3o do bem-estar: do \u201cwellness\u201d ao \u201cwellbeing\u201d"},"content":{"rendered":"

[et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row collapsed=”off” background_position=”top_left” background_repeat=”repeat” background_size=”initial” width=”80%” max_width=”1080px”][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_text admin_label=”Intro” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n

N\u00e3o \u00e9 segredo que a COVID-19 causou mudan\u00e7as radicais em todas as \u00e1reas das nossas vidas pessoais e profissionais, algo que naturalmente tem sido muito estressante. Em resposta \u00e0 sensa\u00e7\u00e3o de ansiedade, houve uma mudan\u00e7a r\u00e1pida e abrangente de \u201cwellness\u201d, um conceito de bem-estar com foco individual, para \u201cwellbeing\u201d, uma vis\u00e3o mais hol\u00edstica que atinge todas as pessoas e setores da sociedade.<\/p>\n

Este \u00e9 um territ\u00f3rio relativamente novo. Embora \u201cwellness\u201d n\u00e3o seja um conceito totalmente novo, a mudan\u00e7a para \u201cwellbeing\u201d significa que agora a sociedade deve se envolver. Os consumidores agora esperam que todos, incluindo empregadores e marcas, escolas e ind\u00fastrias, participem do \u201cwellbeing\u201d social, uma mudan\u00e7a dr\u00e1stica da realidade de apenas alguns meses atr\u00e1s.<\/p>\n

\u00a0<\/p>\n

Wellness<\/em><\/strong> no mundo PR\u00c9-COVID<\/strong><\/h2>\n

\u00a0<\/p>\n

\u201cWellness\u201d tem sido uma preocupa\u00e7\u00e3o da sociedade h\u00e1 algum tempo, como pode ser visto no aumento das pr\u00e1ticas de sa\u00fade pessoal, no crescente movimento legislativo em torno da sa\u00fade, nos esfor\u00e7os para desestigmatizar quest\u00f5es de sa\u00fade mental e na ascens\u00e3o das ind\u00fastrias de fitness, spa e autoajuda.<\/p>\n

Por exemplo, o n\u00famero de americanos praticantes de ioga aumentou de 20,4 milh\u00f5es em 2012 para 36 milh\u00f5es em 2016, e v\u00e1rias cidades e pa\u00edses aprovaram leis de impostos sobre refrigerantes entre 2011 e 2018. O Dia Mundial do Bem-Estar foi criado em 2012 e tem sido comemorado todos os anos desde ent\u00e3o. E de forma mais ampla, depois de crescer 12,8% nos \u00faltimos dois anos, a ind\u00fastria de \u201cwellness<\/em>\u201d movimenta mais de 5,3% da economia global.<\/p>\n

A exist\u00eancia de uma crescente ind\u00fastria de wellness<\/em> parece ter isentado, h\u00e1 muito tempo, as empresas de outros setores a obriga\u00e7\u00e3o de colocar o bem-estar dos seus stakeholders no centro da sua atividade.<\/p>\n

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\u201cDepois de crescer 12,8% nos \u00faltimos dois anos, a ind\u00fastria de \u201cwellness\u201d
movimenta mais de 5,3% da economia global\u201d<\/h2>\n

[\/et_pb_text][et_pb_image _builder_version=”4.4.8″ box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2020\/09\/1-14.jpg” \/][et_pb_image _builder_version=”4.4.8″ box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2020\/09\/1-14.jpg” \/][et_pb_text admin_label=”C\u00f3mo la COVID-19 cambi\u00f3 las reglas” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ 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\u00a0<\/h2>\n

Como a COVID mudou o jogo\u00a0<\/strong><\/h2>\n

\u00a0<\/p>\n

Enquanto o mundo enfrenta a primeira pandemia global dessa natureza na hist\u00f3ria recente, tem havido muita especula\u00e7\u00e3o sobre o que aprendemos, o que consideramos essencial e as consequ\u00eancias que isso ir\u00e1 causar. No centro de todos esses argumentos est\u00e1 a opini\u00e3o universal de que \u201cwellness\u201d (e \u201cwellbeing\u201d) dos alunos, pais, filhos, parceiros, trabalhadores, sobreviventes e cuidadores \u00e9 absolutamente fundamental para a recupera\u00e7\u00e3o.<\/p>\n

Sem a capacidade das sociedades e das empresas de se concentrar holisticamente no \u201cwellbeing\u201d das pessoas (incluindo sa\u00fade f\u00edsica, emocional e espiritual), ser\u00e1 quase imposs\u00edvel criar redes de seguran\u00e7a para permitir que as pessoas voltem ao trabalho (ou a qualquer outra arena social) e que sejam produtivas.<\/p>\n

Os governos est\u00e3o assumindo a responsabilidade de implementar programas para apoiar o \u201cwellbeing\u201d dos cidad\u00e3os, mas todos os aspectos do setor privado tamb\u00e9m devem contribuir para esses esfor\u00e7os. O \u201cwellbeing\u201d tornou-se verdadeiramente:<\/p>\n

    \n
  • Multistakeholder<\/em><\/strong>,<\/strong> (de m\u00faltiplos grupos envolvidos), com funcion\u00e1rios, n\u00e3o apenas consumidores, no centro dele.<\/li>\n
  • Multisectorial, <\/strong>afetando todos os setores e marcas, independente dos produtos ou servi\u00e7os que oferecem.<\/li>\n
  • Multidimensional,<\/strong> por isso deixamos de falar sobre \u201cwellness\u201d e passamos a falar sobre \u201cwellbeing\u201d, que inclui dimens\u00f5es como a mental e financeira, entre outras.<\/li>\n<\/ul>\n

    \u00a0<\/p>\n

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    \u201cSem a capacidade das sociedades e das empresas de se concentrar holisticamente no \u201cwellbeing\u201d das pessoas, ser\u00e1 quase imposs\u00edvel criar redes de seguran\u00e7a para permitir que as pessoas voltem ao trabalho\u201d<\/h2>\n

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    Este novo e amplo foco em \u201cwellbeing\u201d fez com que as expectativas das pessoas mudassem rapidamente. Agora, espera-se que as corpora\u00e7\u00f5es (do setor de sa\u00fade ou n\u00e3o) tomem uma posi\u00e7\u00e3o sobre as quest\u00f5es de \u201cwellness\u201d que afetam todos os seus p\u00fablicos de interesse, incluindo funcion\u00e1rios e consumidores em seu centro.<\/p>\n

    Mas a vis\u00e3o sobre o que esta sociedade de \u201cwellbeing\u201d deve promover tamb\u00e9m mudou, passando do simplesmente f\u00edsico (fornecer len\u00e7os em espa\u00e7os p\u00fablicos, permitir licen\u00e7a m\u00e9dica ou incentivar cuidados oftalmol\u00f3gicos adequados) para se tornar um conceito hol\u00edstico que engloba o \u201cwellbeing\u201d f\u00edsico, mental e emocional.<\/p>\n

    Essas \u00e1reas \u201cal\u00e9m da dimens\u00e3o f\u00edsica\u201d de \u201cwellness\u201d podem ser divididas em v\u00e1rias categorias principais:<\/p>\n

      \n
    • Social<\/strong>: desenvolver um senso de conex\u00e3o, pertencimento e apoio com outras pessoas da comunidade.<\/li>\n
    • Espiritual<\/strong>: encontrar eventos significativos na vida, demonstrar um prop\u00f3sito individual e viver uma vida que reflita seus valores e cren\u00e7as (descobrindo o senso de prop\u00f3sito).<\/li>\n
    • Ambiental<\/strong>: manter boa sa\u00fade, ocupando ambientes agrad\u00e1veis e estimulantes, que apoiam o \u201cwellness\u201d de fora para dentro.<\/li>\n
    • Emocional<\/strong>: lidar de forma eficaz com o estresse da pandemia, mantendo um equil\u00edbrio adequado entre vida profissional e pessoal e mantendo relacionamentos satisfat\u00f3rios (al\u00e9m de manter uma atitude positiva).<\/li>\n<\/ul>\n

      Mas a pandemia fez mais do que acelerar as tend\u00eancias de \u201cwellness\u201d. Tamb\u00e9m criou novas ou mudou drasticamente as que j\u00e1 existiam, seja em termos de escopo, a\u00e7\u00e3o ou p\u00fablico, a ponto de considerar essas tend\u00eancias como novas. Todos n\u00f3s devemos estar cientes sobre essas mudan\u00e7as enquanto trabalhamos para lidar com \u201cwellness\u201d em nossas realidades locais.<\/p>\n

        \n
      • Seguran\u00e7a sanit\u00e1ria.<\/strong> Embora existisse uma tend\u00eancia anterior de fortalecer o sistema imunol\u00f3gico e que evitar doen\u00e7as sempre foi importante, isso nunca foi uma preocupa\u00e7\u00e3o t\u00e3o global.<\/li>\n
      • Sa\u00fade como aspecto da responsabilidade corporativa.<\/strong> Neste contexto, \u201cwellness\u201d e sa\u00fade mudaram com muita rapidez da responsabilidade pessoal de cada indiv\u00edduo para algo que n\u00e3o era apenas esperado das empresas, mas que se tornou obrigat\u00f3rio por lei. Leis que ordenam o uso de m\u00e1scaras, protetores faciais, luvas e outras medidas de prote\u00e7\u00e3o surgiram quase da noite para o dia e devem continuar em vigor pelo menos por enquanto.<\/li>\n
      • Ansiedade e medo. <\/strong>Al\u00e9m dos efeitos diretos da pandemia, criou-se uma atmosfera de ansiedade elevada para todos n\u00f3s, deixando as pessoas preocupadas com seu \u201cwellbeing\u201d em v\u00e1rias \u00e1reas \u2013 sa\u00fade, financeira, etc.<\/li>\n
      • Mudan\u00e7as no estilo de vida.<\/strong> Estilos de vida focados e \u201cwellness\u201d n\u00e3o s\u00e3o um conceito novo, mas a pandemia mudou quem adota esses estilos. Muitas pessoas introduziram novos padr\u00f5es ou h\u00e1bitos em suas vidas, que afetaram sua forma de comer, relacionar-se e passar o tempo, entre outras coisas. Isso se deve em parte ao longo per\u00edodo de isolamento social e ao tempo livre que isso trouxe \u00e0s pessoas para experimentar coisas novas e, em parte, \u00e0 resposta \u00e0 seguran\u00e7a sanit\u00e1ria e atmosfera de ansiedade e medo.<\/li>\n
      • Digitaliza\u00e7\u00e3o. <\/strong>Quando o mundo f\u00edsico entrou em isolamento social, a sociedade mudou para o espa\u00e7o digital. Esta foi uma das respostas mais importantes \u00e0s restri\u00e7\u00f5es de contato f\u00edsico e ao medo da propaga\u00e7\u00e3o do v\u00edrus.<\/li>\n
      • Individualidade.<\/strong> Como as pessoas s\u00e3o for\u00e7adas a se distanciar socialmente e se isolar umas das outras, h\u00e1 mais individualiza\u00e7\u00e3o em certos h\u00e1bitos e costumes que antes eram quest\u00f5es sociais.<\/li>\n<\/ul>\n

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        \u201cA pandemia fez mais do que acelerar as tend\u00eancias de \u201cwellness\u201d. Tamb\u00e9m criou novas ou mudou drasticamente as que j\u00e1 existiam\u201d<\/h2>\n

        [\/et_pb_text][et_pb_text admin_label=”Incorporar el bienestar a su marca (y comunicarlo) ” _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style,%91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style,%91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style,%91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style,%91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n

        Como inserir \u201cwellbeing<\/em>\u201d em sua marca (e como comunicar esse conceito)
        <\/strong><\/h2>\n

        \u00a0<\/p>\n

        A grande maioria dos consumidores globais confia mais no setor privado do que em qualquer outra institui\u00e7\u00e3o, incluindo m\u00eddia, governo e ONGs. Isso representa uma grande oportunidade para as marcas irem al\u00e9m de contar hist\u00f3rias e passarem a fazer hist\u00f3rias; isso quer dizer comunicar ativamente as iniciativas que est\u00e3o realizando com base no que \u00e9 mais importante para suas comunidades locais, adotando uma abordagem \u201cmultistakeholder\u201d.<\/p>\n

        Com isso, agora mais do que nunca, empresas de todos os setores precisam de uma narrativa inspiradora que transcenda seus produtos e servi\u00e7os. Esta deve ser uma prioridade para todas as \u00e1reas, n\u00e3o apenas para os neg\u00f3cios tradicionais de wellness de nutri\u00e7\u00e3o, turismo, higiene pessoal, beleza e fitness. N\u00e3o importa se wellness \u00e9 o foco do seu neg\u00f3cio ou um terreno totalmente novo, as marcas precisam de hist\u00f3rias inspiradoras e baseadas em a\u00e7\u00f5es, que possam gerar confian\u00e7a.<\/p>\n

        No entanto, primeiro devemos olhar para algumas das \u00e1reas principais de \u201cwellbeing\u201d mais relevantes para os grupos envolvidos durante este per\u00edodo turbulento. Embora isso inclua muitos aspectos, por exemplo, alimenta\u00e7\u00e3o, nutri\u00e7\u00e3o, viagem, higiene pessoal e outros, alguns se aplicam mais \u00e0s marcas, incluindo:<\/p>\n

        \u00a0<\/p>\n

          \n
        • Sa\u00fade mental.<\/strong> Embora seja geralmente considerada um problema individual, a sa\u00fade mental coletiva tamb\u00e9m \u00e9 extremamente importante, e a pandemia transformou nosso mundo em um terreno f\u00e9rtil para transtornos como ansiedade, depress\u00e3o e at\u00e9 estresse p\u00f3straum\u00e1tico.<\/li>\n
        • Ambiente.<\/strong> \u00c1rea intrinsecamente ligada aos neg\u00f3cios tradicionais, o ambiente f\u00edsico dispon\u00edvel mudou rapidamente em menos de um ano. O aumento do trabalho remoto e a necessidade de garantir a seguran\u00e7a mudaram a apar\u00eancia dos neg\u00f3cios, deixando em aberto quest\u00f5es sobre como ser\u00e1 o \u201cnovo normal\u201d nesses lugares em que as pessoas passam tanto tempo. Mesmo aqueles lugares que mantiveram suas portas abertas viram grandes mudan\u00e7as ambientais, muitas delas apenas destacam as diferen\u00e7as entre o mundo de hoje e como era a vida normal antes. Ficou cada vez mais dif\u00edcil encontrar uma \u201cfuga\u201d.<\/li>\n
        • Ressocializa\u00e7\u00e3o.<\/strong> Este processo importante se refere \u00e0 nossa readapta\u00e7\u00e3o \u00e0 forma de vivermos e trabalharmos juntos ap\u00f3s (ou durante, dependendo da localiza\u00e7\u00e3o e situa\u00e7\u00e3o do surto) o per\u00edodo de distanciamento social. Muitas pessoas gostam de viver em comunidade, e criar essa sensa\u00e7\u00e3o \u00e0 dist\u00e2ncia n\u00e3o \u00e9 f\u00e1cil.<\/li>\n
        • Desconex\u00e3o digital.<\/strong> Temos que encontrar com urg\u00eancia maneiras de nos desconectar, principalmente agora que tantas pessoas trabalham em casa. Consumidores e funcion\u00e1rios est\u00e3o exigindo que as empresas ajudem a aumentar a conscientiza\u00e7\u00e3o sobre os efeitos e riscos associados \u00e0 hiperconectividade, que a COVID-19 acelerou drasticamente.<\/li>\n<\/ul>\n

          Mas se a sociedade espera que as marcas contribuam para o \u201cwellbeing\u201d e assumam um papel ativo no apoio aos grupos envolvidos nesses aspectos (e elas j\u00e1 est\u00e3o fazendo isso), a pr\u00f3xima pergunta natural \u00e9: \u201cComo?\u201d Algumas respostas s\u00e3o claras; por exemplo, as precau\u00e7\u00f5es de seguran\u00e7a f\u00edsica necess\u00e1rias s\u00e3o bem atendidas pelos governos do mundo todo, mas algumas s\u00e3o mais dif\u00edceis de assimilar.<\/p>\n

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          Alguns dos passos que devem ser levados em conta s\u00e3o apresentados abaixo:<\/p>\n

            \n
          • Passo 1: Garanta uma boa narrativa<\/strong><\/li>\n<\/ul>\n

            Agora \u00e9 a hora de se comunicar al\u00e9m dos seus produtos e servi\u00e7os t\u00edpicos. Consumidores e stakeholders de todos os tipos esperam mais das empresas, por isso \u00e9 importante dedicar tempo para desenvolver uma narrativa inspiradora com foco em \u201cwellbeing\u201d.<\/p>\n

            Nesse sentido, a abordagem humana e pessoal tornou-se mais importante. A sociedade exige empatia e autenticidade em todas as comunica\u00e7\u00f5es, e encontrar maneiras de incorporar organicamente e lidar com algumas das quest\u00f5es acima ir\u00e1 ajud\u00e1-lo a incorporar \u201cwellbeing<\/em>\u201d \u00e0 imagem da sua marca.<\/p>\n

            \u00a0<\/p>\n

              \n
            • Passo 2: Conecte-se com seus grupos de interesse (stakeholders)<\/em><\/strong><\/li>\n<\/ul>\n

              As conversas s\u00e3o constantes entre seus stakeholders, mas tornou-se cada vez mais importante conectar-se e se envolver-se nessas discuss\u00f5es. Esse envolvimento n\u00e3o apenas ajudar\u00e1 a construir relacionamentos com a marca, mas tamb\u00e9m aumentar\u00e1 sua compreens\u00e3o das prioridades e preocupa\u00e7\u00f5es deles em termos de seu pr\u00f3prio \u201cwellbeing\u201d.<\/p>\n

              Depois de conhecer as \u00e1reas mais\u00a0 importantes para eles, voc\u00ea poder\u00e1 agir com intelig\u00eancia para incorporar \u201cwellbeing\u201d \u00e0 promessa da sua marca.<\/p>\n

              \u00a0<\/p>\n

                \n
              • \u00a0Passo 3: Crie conte\u00fado para um prop\u00f3sito claro<\/strong><\/li>\n<\/ul>\n

                Embora o conte\u00fado duradouro seja um componente importante de qualquer estrat\u00e9gia, nossos tempos extremos exigem um conte\u00fado desenvolvido para o prop\u00f3sito espec\u00edfico, que se concentre em como poder\u00e1 ajudar seus stakeholders. Durante esta pandemia estressante, as pessoas s\u00e3o naturalmente atra\u00eddas para o que pode proporcionar conforto, estabilidade e tranquilidade; em outras palavras, coisas que melhoram seu \u201cwellbeing<\/em>\u201d.<\/p>\n

                O desenvolvimento de conte\u00fado adaptado \u00e0s necessidades dos seus stakeholders para atingir esse objetivo ajudar\u00e1 voc\u00ea a cultivar a fidelidade \u00e0 marca e produzir conte\u00fado que crie impacto, al\u00e9m de vincular sua marca ao importante conceito de \u201cwellbeing<\/em>\u201d.<\/p>\n

                \u00a0<\/p>\n

                  \n
                • Passo 4: Fa\u00e7a sua tribo crescer e cultive a confian\u00e7a<\/strong><\/li>\n<\/ul>\n

                  \u00c9 fundamental ter confian\u00e7a, e os embaixadores da marca sempre foram importantes para cultiv\u00e1-la entre os stakeholders. A pandemia apenas refor\u00e7ou essa realidade. Agora, sua rede de embaixadores \u2013 incluindo funcion\u00e1rios e consumidores \u2013 \u00e9 essencial para ajudar a sua marca a incorporar o conceito de \u201cwellbeing\u201d<\/em> e passar por essa tempestade.<\/p>\n

                  Afinal de contas, \u00e9 importante que os stakeholders sintam que a marca tem um foco no bem-estar deles, tanto de forma expl\u00edcita como impl\u00edcita. A sua narrativa (o que voc\u00ea diz) percorrer\u00e1 um longo caminho at\u00e9 chegar nesses grupos, mas s\u00e3o suas a\u00e7\u00f5es (o que voc\u00ea faz) que converter\u00e3o os stakeholders em embaixadores. Para fazer isso de forma eficaz no mundo de hoje, a sua marca deve mostrar o foco no \u201cwellbeing<\/em>\u201d.<\/p>\n

                  Garantir que os stakeholders saibam que a marca se preocupa com seu bem-estar e ouve suas necessidades \u00e9 t\u00e3o importante quanto agir para demonstr\u00e1-lo. Marcas que conseguem colocar o bem-estar no centro da sua atividade e n\u00e3o apenas como mais um territ\u00f3rio de comunica\u00e7\u00e3o, estar\u00e3o mais bem preparadas para se destacar num contexto incerto e repleto de desafios como o que vivemos.<\/p>\n

                  \u00a0<\/p>\n

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