{"id":60491,"date":"2020-11-18T00:00:00","date_gmt":"2020-11-17T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2020\/11\/18\/comunicacao-esg-reputacao-como-pilar-da-transformacao-corporativa\/"},"modified":"2020-11-18T00:00:00","modified_gmt":"2020-11-17T23:00:00","slug":"comunicacao-esg-reputacao-como-pilar-da-transformacao-corporativa","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/comunicacao-esg-reputacao-como-pilar-da-transformacao-corporativa\/","title":{"rendered":"Comunica\u00e7\u00e3o ESG: reputa\u00e7\u00e3o como pilar da transforma\u00e7\u00e3o corporativa"},"content":{"rendered":"

[et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2020\/11\/alfonso-navarro-qph7tJfcDys-unsplash-scaled-1.jpg” 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″ align=”center” \/][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2020\/11\/alfonso-navarro-qph7tJfcDys-unsplash-scaled-1.jpg” 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″ align=”center” \/][et_pb_text admin_label=”INTRO Y SINOPSIS” 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A nova realidade do mundo empresarial envolve, cada vez mais, um conceito que ganhou enorme for\u00e7a nos dias de hoje: as melhores pr\u00e1ticas ambientais, sociais e de governan\u00e7a. Resumida pela sigla ESG (Environmental, Social and Governance), essa vis\u00e3o ajuda a avaliar como as empresas e os investimentos impactam a sociedade e o mundo. \u00c9 mais do que um fator decisivo na tomada de decis\u00f5es de investimentos, em companhias ou em pa\u00edses. O ESG traduz a total conflu\u00eancia entre posicionamento, atua\u00e7\u00e3o e reputa\u00e7\u00e3o.<\/p>\n

A valoriza\u00e7\u00e3o das pr\u00e1ticas de ESG vem conquistando espa\u00e7o a partir de cobran\u00e7as vindas de investidores institucionais, institui\u00e7\u00f5es financeiras, planos de pens\u00e3o, fundos de investimento e endowments (fundos de doa\u00e7\u00f5es). E est\u00e1 se tornando preocupa\u00e7\u00e3o geral e crescente de diversos outros stakeholders das empresas. A pandemia e os conflitos sociais recentes no mundo contribu\u00edram para acelerar essa evolu\u00e7\u00e3o, amplificando o debate sobre desenvolvimento sustent\u00e1vel e social.<\/p>\n

Antes da crise global da Covid-19, a tem\u00e1tica do capitalismo respons\u00e1vel j\u00e1 vinha recebendo ades\u00e3o crescente na sociedade. Desde 2019, temos visto marcos impactantes nessa transforma\u00e7\u00e3o. Um deles foi o manifesto pelo prop\u00f3sito corporativo lan\u00e7ado pela Business Roundtable, organiza\u00e7\u00e3o que re\u00fane os CEOs das principais companhias americanas, apontando a urg\u00eancia da gest\u00e3o voltada a todos os stakeholders. Em 2020, a vis\u00e3o ESG teve destaque nos debates do F\u00f3rum Econ\u00f4mico de Davos. E tamb\u00e9m ganhou eco com iniciativas empresariais emblem\u00e1ticas, como a da BlackRock, a maior gestora de recursos do mundo, anunciando prioridade a investimentos respons\u00e1veis e sustent\u00e1veis na gest\u00e3o dos US$ 7 trilh\u00f5es de ativos que administra. \u201cA consci\u00eancia est\u00e1 mudando muito rapidamente, e acredito que estamos \u00e0 beira de uma mudan\u00e7a estrutural\u201d, afirmou Larry Fink, CEO e presidente do conselho, em sua carta anual a CEOs.<\/p>\n

J\u00e1 sob o torpor da pandemia, cresceram ainda mais as press\u00f5es por uma conex\u00e3o maior entre os prop\u00f3sitos do setor corporativo, os do mundo financeiro e os da sociedade. A iniciativa global \u201cStop Hate for Profit\u201d trouxe a press\u00e3o para as portas do Facebook, que se viu diante de um boicote de centenas de grandes anunciantes, acusada de propiciar a propaga\u00e7\u00e3o do discurso de \u00f3dio e conte\u00fados ofensivos. As redes sociais tamb\u00e9m foram o instrumento de cobran\u00e7a impulsionado pelo movimento \u201cSleeping Giants\u201d, que denuncia e cobra das marcas que cancelem a veicula\u00e7\u00e3o de an\u00fancios em sites apontados como propagadores de fake news e radicalismos.<\/p>\n

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\u201cJ\u00e1 sob o torpor da pandemia, cresceram ainda mais as press\u00f5es por uma conex\u00e3o maior entre os prop\u00f3sitos do setor corporativo, os do mundo financeiro e os da sociedade. \u201d<\/h2>\n

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No campo ambiental, a for\u00e7a da transforma\u00e7\u00e3o ESG coloca no holofote n\u00e3o s\u00f3 companhias, mas tamb\u00e9m setores inteiros e pa\u00edses. O Brasil \u00e9 um exemplo n\u00edtido. Empresas brasileiras que deixam d\u00favidas sobre seu comprometimento com a preserva\u00e7\u00e3o do meio ambiente est\u00e3o sendo exclu\u00eddas dos investimentos de v\u00e1rios fundos internacionais.<\/p>\n

A press\u00e3o tamb\u00e9m recai sobre o pr\u00f3prio governo. Com a lideran\u00e7a do \u201cInvestor Initiative for Sustainable Forests\u201d, fundos de investimento internacionais que gerenciam quase US$ 4 trilh\u00f5es passaram a cobrar do governo Jair Bolsonaro maior empenho contra o desmatamento, alertando para o crescente \u201crisco sist\u00eamico\u201d aos investimentos. Um grupo de l\u00edderes de grandes companhias brasileiras tamb\u00e9m lan\u00e7ou um manifesto nacional pedindo que a retomada econ\u00f4mica nos p\u00f3s-pandemia seja direcionada ao caminho do baixo carbono.<\/p>\n

Por conta disso, n\u00e3o \u00e9 exagero dizer que os inc\u00eandios nas \u00e1reas verdes queimam tamb\u00e9m reputa\u00e7\u00f5es. E n\u00e3o s\u00f3 do Brasil. A floresta amaz\u00f4nica se estende por mais oito pa\u00edses da Am\u00e9rica do Sul, reiteradamente cobrados a mostrar comprometimento com o desenvolvimento sustent\u00e1vel, em temas como combate ao desmatamento, valoriza\u00e7\u00e3o da biodiversidade, inclus\u00e3o de comunidades locais e ind\u00edgenas.<\/p>\n

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\u201cA press\u00e3o tamb\u00e9m recai sobre o pr\u00f3prio governo. Com a lideran\u00e7a do \u201cInvestor Initiative for Sustainable Forests\u201d, fundos de investimento internacionais que gerenciam quase US$ 4 trilh\u00f5es passaram a cobrar do governo Jair Bolsonaro maior empenho contra o desmatamento\u201d<\/h2>\n

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Novo cen\u00e1rio de oportunidades<\/strong><\/h2>\n

 <\/p>\n

Do lado das empresas e pa\u00edses sintonizados com a nova realidade, surgem oportunidades, como a possibilidade de atra\u00e7\u00e3o de recursos no mercado internacional com a emiss\u00e3o dos chamados Green Bonds (t\u00edtulos verdes). A alternativa de financiamento j\u00e1 foi acionada por mais de 50 pa\u00edses e entidades supranacionais, que j\u00e1 emitiram Green Bonds no mercado.<\/p>\n

A transforma\u00e7\u00e3o rumo ao \u201cnovo mundo ESG\u201d \u00e9 impulsionada claramente pelo setor privado, mas n\u00e3o \u00e9 reflexo apenas de uma conscientiza\u00e7\u00e3o altru\u00edsta. Como escreveu Larry Fink, da BlackRock, \u201crisco clim\u00e1tico \u00e9 risco de investimento\u201d.<\/p>\n

Novos exemplos mostram que diversos investidores j\u00e1 n\u00e3o se contentam apenas em lidar com as companhias que simplesmente se enquadraram ao compliance corporativo. Em uma evolu\u00e7\u00e3o do ESG, ganham espa\u00e7o os chamados \u201cinvestimentos de impacto\u201d, que objetivam gerar retorno financeiro aliado a contribui\u00e7\u00f5es positivas e concretas ao meio ambiente e \u00e0 sociedade.<\/p>\n

A preocupa\u00e7\u00e3o com os aspectos ambientais, sociais e de governan\u00e7a tem mobilizado a aten\u00e7\u00e3o de consultorias e firmas de advocacia, que est\u00e3o formando \u201ctask forces\u201d para orientar seus clientes com atua\u00e7\u00e3o de profissionais de diversas especialidades, como mercados de capitais, M&A, tribut\u00e1rio, banc\u00e1rio, financiamento, compliance e trabalhista para orientar seus clientes.<\/p>\n

O envolvimento de in\u00fameras especialidades nos projetos se explica pelo fato de o guarda-chuva de ESG ser bastante amplo: vai desde as pol\u00edticas de gest\u00e3o de res\u00edduos e recursos naturais, integridade, compliance, alinhamento da remunera\u00e7\u00e3o de administradores at\u00e9 iniciativas de diversidade e inclus\u00e3o. Por isso, faz cada vez mais sentido a compara\u00e7\u00e3o \u201ccrom\u00e1tica\u201d: no contexto ESG, j\u00e1 n\u00e3o basta que a companhia seja \u201cverde\u201d, ela precisa ter cores diversas e se preocupar com todos esses outros temas urgentes na sociedade.<\/p>\n

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“A transforma\u00e7\u00e3o rumo ao \u201cnovo mundo ESG\u201d \u00e9 impulsionada claramente pelo setor privado, mas n\u00e3o \u00e9 reflexo apenas de uma conscientiza\u00e7\u00e3o altru\u00edsta\u201d<\/h2>\n

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O peso da reputa\u00e7\u00e3o<\/strong><\/h2>\n

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No rol das especialidades que apoiam a transforma\u00e7\u00e3o das companhias n\u00e3o pode faltar, por\u00e9m, a vis\u00e3o da comunica\u00e7\u00e3o. Reputa\u00e7\u00e3o deixou de ser apenas um atributo desej\u00e1vel para se tornar condi\u00e7\u00e3o essencial para aloca\u00e7\u00e3o de recursos no mundo financeiro. A premissa do ESG \u00e9 o \u201cwalk the talk\u201d, construir a\u00e7\u00f5es concretas, e n\u00e3o apenas discurso. \u00c9 storydoing de verdade, contar o que vamos construindo. Os investidores querem \u201cseparar o joio do trigo\u201d para decidir onde direcionar recursos, os profissionais querem trabalhar em companhias que admiram, enfim, todo um universo de stakeholders que querem saber com quem lidam. E a reputa\u00e7\u00e3o do neg\u00f3cio \u00e9 a ferramenta para essa sele\u00e7\u00e3o natural.<\/p>\n

Neste novo contexto, a falta de transpar\u00eancia \u00e9 uma das principais amea\u00e7as \u00e0 credibilidade. Outro risco est\u00e1 na quest\u00e3o da materialidade, ou seja, a relev\u00e2ncia e a import\u00e2ncia de determinado crit\u00e9rio (ambiental, social ou de governan\u00e7a) para cada empresa, dependendo de sua atua\u00e7\u00e3o e setor. Sem a constru\u00e7\u00e3o coerente dos fatores ESG, surge a desconfian\u00e7a em torno do que tem se chamado de \u201cgreewashing\u201d ou \u201csocialwashing\u201d, tentativas de melhorar a imagem supervalorizando as iniciativas ou mesmo fazendo barulho sobre um aspecto ESG que n\u00e3o tem tanto peso dentro do neg\u00f3cio. A quest\u00e3o ambiental, por exemplo, \u00e9 bem mais crucial para a ind\u00fastria ou o agroneg\u00f3cio do que para uma empresa de servi\u00e7os. Cada companhia precisa adotar (e contar) a\u00e7\u00f5es que importam no caso espec\u00edfico dela.<\/p>\n

No caso dos b\u00f4nus verdes (green bonds), por exemplo, \u00f3rg\u00e3os reguladores como a SEC (Securities and Exchange Comission) j\u00e1 come\u00e7am a apertar o cerco para evitar o \u201cgreenwashing\u201d na emiss\u00e3o de t\u00edtulos que talvez n\u00e3o tenham impacto relevante na sociedade ou s\u00e3o destinados a projetos diferentes dos prometidos.<\/p>\n

A comunica\u00e7\u00e3o dos atributos ESG \u00e9 um reflexo da atitude de comprometimento e responsabilidade corporativa. Precisa ser constru\u00edda com os pilares da transpar\u00eancia e da honestidade, precisa ser acess\u00edvel e assertiva.<\/p>\n

E, al\u00e9m disso, tem de ser diversa, no sentido de estabelecer rela\u00e7\u00f5es e construir storydoing com todos os p\u00fablicos, dentro da l\u00f3gica do manifesto da Business Roundtable (foco nos stakeholders). Quando falamos que a comunica\u00e7\u00e3o deveria estar conectada \u00e0 diversidade, isso pressup\u00f5e que ela tamb\u00e9m precisa ser flex\u00edvel e adaptada para cada um dos p\u00fablicos. \u00c9 preciso construir uma abordagem did\u00e1tica, emocional e multim\u00eddia para o di\u00e1logo com determinados grupos e, ao mesmo tempo, construir um approach mais t\u00e9cnico e sistematizado, quando se lida com p\u00fablico investidor ou regulat\u00f3rio, por exemplo.<\/p>\n

N\u00e3o basta mais apoiar-se na prepara\u00e7\u00e3o de Relat\u00f3rios de Sustentabilidade ou relatar as a\u00e7\u00f5es de diversidade no website corporativo. A comunica\u00e7\u00e3o vai muito al\u00e9m. Ela tem de ser multidirecional: ouvir o que os stakeholders querem, estabelecer e cultivar rela\u00e7\u00f5es concretas.<\/p>\n

Estamos diante de uma verdadeira \u201ctransforma\u00e7\u00e3o ESG\u201d das companhias, que ocorre a partir de mudan\u00e7as de paradigmas e refer\u00eancias e que s\u00f3 se consolida com uma constru\u00e7\u00e3o s\u00f3lida e verdadeira da reputa\u00e7\u00e3o. A comunica\u00e7\u00e3o, a servi\u00e7o da reputa\u00e7\u00e3o, tamb\u00e9m refletir\u00e1 os novos tempos. Com um papel cada vez mais decisivo, vai se tornando uma aut\u00eantica Comunica\u00e7\u00e3o ESG.<\/p>\n

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“A comunica\u00e7\u00e3o dos atributos ESG \u00e9 um reflexo da atitude de comprometimento e responsabilidade corporativa. Precisa ser constru\u00edda com os pilares da transpar\u00eancia e da honestidade, precisa ser acess\u00edvel e assertiva. \u201d<\/h2>\n

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ESG NAS DIMENS\u00d5ES DA REPUTA\u00c7\u00c3O<\/strong><\/p>\n

O impacto das tr\u00eas vertentes ESG (social, ambiental e governan\u00e7a) pode ser entendido e\u00a0\u00a0 visualizado quando pensamos nas dimens\u00f5es da reputa\u00e7\u00e3o.<\/p>\n

A dimens\u00e3o reputacional est\u00e1 apoiada em expectativas: aspiracionais (a imagem que a organiza\u00e7\u00e3o projeta), pragm\u00e1ticas (se ela entrega bem o que vende, ou seja, se tem credibilidade), relacionais (como se conecta com as pessoas), \u00e9ticas (seus valores) e sociais (sua contribui\u00e7\u00e3o para a sociedade).<\/p>\n

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O conceito ESG mostra como os requisitos ambientais, sociais e de governan\u00e7a se encaixam nas dimens\u00f5es de credibilidade, transpar\u00eancia, integridade e contribui\u00e7\u00e3o. Mas o ciclo somente se completa se a organiza\u00e7\u00e3o cuida de sua imagem tamb\u00e9m, de modo a se alinhar com as expectativas aspiracionais dos stakeholders.<\/p>\n

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Fazer as coisas bem e direito significa entender e atender as expectativas dos seus grupos de interesse. No caso do alinhamento aos crit\u00e9rios ESG, reputa\u00e7\u00e3o n\u00e3o \u00e9 consequ\u00eancia, mas um dos pilares para a sustentabilidade de um neg\u00f3cio respons\u00e1vel. Posicionamento e a\u00e7\u00f5es assertivas e construtivas.<\/p>\n

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